MaximizeConversions.target_cpa
field. Bid strategies having either this new target_cpa
field or the read-only MaximizeConversionValue.target_roas
field act identically to TargetCpa
and TargetRoas
bid strategies, respectively. In the future, bid strategies for Search campaigns will be reorganized for simplification.What’s Changing
For Search campaigns,
TargetCpa
and TargetRoas
will no longer be separate from the MaximizeConversions
and MaximizeConversionValue
bid strategies. Instead, they will be represented as MaximizeConversions
and MaximizeConversionValue
bid strategies with their respective target_cpa
and target_roas
fields set. Use of TargetCpa
and TargetRoas
as separate strategies will be deprecated.There will be no impact to bidding behavior due to these changes. The
MaximizeConversions
bid strategy using the new optional target_cpa
setting will still behave like the TargetCpa
strategy does today, and likewise, MaximizeConversionValue
using the new optional target_roas
setting will behave like TargetRoas
.Before | After |
---|---|
TargetRoas | MaximizeConversionValue.target_roas |
TargetCpa | MaximizeConversions.target_cpa |
Starting in April 2021, the Google Ads UI will start allowing some users to create
MaximizeConversions
and MaximizeConversionValue
bid strategies with their target_cpa
and target_roas
fields set, in lieu of the old-style TargetCpa
and TargetRoas
bid strategies. This change will gradually ramp-up to more accounts over time.The
target_roas
and target_cpa
will remain read-only to API users until a future version of the API enables mutate functionality.What to Do
Developers should ensure their code treats Search campaigns that have
MaximizeConversions
with a set target_cpa
field and MaximizeConversionValue
with a set target_cpa
field the same way it treats TargetCpa
and TargetRoas
bid strategies, respectively.We will publish an update on the blog when the above fields are mutable, along with several months' notice before
TargetCpa
and TargetRoas
strategies are deprecated in Search campaigns.If you have any questions or need additional help, contact us via the forum or at [email protected].