Know what’s going on under the hood of your bidding
While automated bidding saves advertisers hours per week while optimizing bids at scale for every auction, it’s still important to keep an eye on your bid strategies and know when they need steering. New status annotations enhance bid strategy statuses with additional insight to help you decide if and how to take action.
For example, if a strategy is still in “Learning” status because you recently created it or changed the composition of its campaigns, we will display the estimated “days left for learning”. This indicates that the bidding algorithms are still calibrating and how much longer you should wait before making any other changes or evaluating what baseline performance looks like.
Meanwhile, if a bid strategy is in “Limited (bid limits)” status due to minimum or maximum bid constraints, we will show you what percentage of impressions or spend is limited to help you understand the extent of the performance impact.
Status over time reporting maps bid strategy statuses along the bottom of the performance graph. This helps explain what may be influencing bid strategy performance for your chosen date range. For example, if you notice an increase in spend at the same time a bid strategy had a “Limited (not enough data)” status, this may signal that you raised campaign budgets to help drive higher conversion volume and give the algorithms more data to work with to better optimize bids.
Target over time reporting maps your historical targets over performance data to provide better context. For example, a trend line showing a decrease in conversions might initially set off alarm bells. However, if you saw that during that time, you had also decreased your target CPA, that would help explain the performance decline.
Both of these reporting options are now available in the Shared Library when you click into a bid strategy.
Help Center, check out our best practices, and read the new guide that explains our unique, auction-time bidding technology.
Posted by Jonathan Wang, Product Manager, AdWords Bidding