TLDR Tech / Marketing
A Subtle Google Ads Bidding Change
Campaign targets now matter more than past overperformance, so review every target-based bidding campaign before Google changes bidding on August 17. Campaigns that currently exceed their target ROAS may lose efficiency because Google will optimize toward the set goal instead of continuing to outperform it. Raise targets in small steps when recent performance is more than 20% above the current goal, or set a higher custom target if stronger performance is realistic. Advertisers that care more about conversion volume than efficiency should consider switching to a maximize bidding strategy.
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