Advertisers will no longer see the Maximize Conversions and Maximize Conversion Value auction strategies for Search Network campaigns, target Google announced Thursday. In accordance with the company announcement in April Maximize Conversions will remain available with optional Target CPA and Maximize Conversion Value will be available with optional Target ROAS.
Performance targets and their corresponding strategies. Image: Google.
tCPA and tROAS will be phased out soon. "Over the next few weeks, you will no longer be able to use the old Target CPA [tCPA] and Target ROAS bidding strategies [tROAS] for standard campaigns "Google said in the announcement: " Instead, use updated bidding strategies by setting optional targets. This update only applies to campaign-level policies; the auction portfolio strategies will be updated next year. "
This means that over the next few weeks, the yearsNoncers will lose the ability to create new campaigns through the old tCPA and tROAS strategies, but the tCPA and tROAS strategies campaigns will continue to work as usual, at least until Google migrates the campaigns to the new format. sometime in 2022.
Why we care. This update will not affect bidding behavior: "Using the Maximize conversions option with a target CPA will have the same bidding behavior as target CP A ", Google said, " Likewise, using Maximize Conversion Value with Target ROAS will have the same bidding behavior as Target ROAS. "PPC professionals should be aware of this change so that they know how to create the appropriate campaigns in the future.
For now, the existing tCPA and tROAS campaigns will continue to function as usual. "We will inform you in advancethis before automatically switching those old auction strategies to the new format in 2022 "said Google. " This change will have no impact on auction behavior. "