News, Paid Search

Google Dispels Rumors About Bid Strategy Changes

By Amy Bishop

Last month, a post on Google’s Developer blog about bid strategy updates spurred some controversy when it was misinterpreted to indicate that two smart bidding strategies were going away.

This morning, Google confirmed what many PPCers had speculated: that the bid strategies aren’t going away, rather the Google Ads UI is getting a small face lift.

With this change, what advertisers have known as Target CPA and Target ROAS will be grouped under the Maximize Conversions and Maximize Conversion value bid strategies, respectively.

Google confirmed in an email exchange that the machine learning that powers the Target CPA and Target ROAS bid strategies will not change. The bid strategies will continue to function in the same way that they had but the way that advertisers set them up will be slightly different.

Once the interface update has rolled out, advertisers setting up Target CPA, advertisers will need to choose Maximize Conversions. After having selected Maximize Conversions, advertisers will have the ability to set a Target CPA.

Buying links from cold outreach emails may seem easier than link building by yourself but comes with significant risks. Here's what you need to know.

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Monetizable live audio rooms, advanced AI tools and native integration of podcasts brings social audio to Facebook

Reddit unveils an alternative to Clubhouse that will be available for Android and iOS users, potentially giving it a jump ahead

Google’s Search Liaison, Danny Sullivan, explains the two reasons why content gets removed from search results.