We previously announced that standard (non-portfolio) TargetCpa and TargetRoas bidding strategies are being replaced by MaximizeConversions (with target_cpa) and MaximizeConversionValue (with target_roas) for Search campaigns (those with advertising_channel_type = SEARCH).

Starting in July 2022, all remaining Search campaigns that use standard TargetCpa and TargetRoas bidding strategies will be converted to MaximizeConversions and MaximizeConversionValue strategies, with the same target_cpa and target_roas settings applied, respectively. The migration of portfolio strategies is planned later in 2023.

With this change there will be no impact to bidding behavior. Using MaximizeConversions with a target_cpa setting will have the same bidding behavior as TargetCpa. Likewise, using MaximizeConversionValue with a target_roas setting will have the same bidding behavior as TargetRoas.

Example

The following sample Campaign object illustrates what a migrated Search campaign’s bidding strategy settings would look like before and after the transition.

Existing campaign using standard TargetCpa

{
  bidding_strategy_type: TARGET_CPA
  target_cpa: {
    target_cpa_micros: 1000000
  }
  ...
}

{
  bidding_strategy_type: MAXIMIZE_CONVERSIONS
  maximize_conversions: {
    target_cpa: 1000000
  }
  ...
}
     

Existing campaign using standard TargetRoas

{
  bidding_strategy_type: TARGET_ROAS
  target_roas: {
    target_roas: 2.0
  }
  ...
}

{
  bidding_strategy_type: MAXIMIZE_CONVERSION_VALUE
  maximize_conversion_value: {
    target_roas: 2.0
  }
  ...
}
     

What to do

The Google Ads API already prohibits creating or updating standard (non-portfolio) TargetCpa or TargetRoas bidding strategies for Search campaigns. In July, any code that reads or manages remaining strategies of those types should account for the settings migrating to MaximizeConversions and MaximizeConversionValue.

If you have any questions or need additional help, contact us via the forum or at [email protected].

Adam Ohren, Google Ads API Team