- MaximizeConversions, with an optional
target_cpafield (mutable starting in v8)
- MaximizeConversionValue, with an optional
Starting on September 30, 2021, Google Ads API developers won’t be able to create new
TargetRoasstandard bidding strategies in Search campaigns. This change will prevent creating new Search campaigns that use these strategies, as well as prevent updating existing Search campaigns to use these strategies. Instead, use the new optional target CPA field with
MaximizeConversions, and the new target ROAS field with
MaximizeConversionValue. This change will not affect portfolio (shared) bidding strategies.
AdWords API users can continue to use the old style
TargetCpaBiddingSchemebidding strategies, since v201809 of that API does not contain the
MaximizeConversions.target_cpafield required to migrate to the new style bidding strategies. Their usage will sunset when the AdWords API itself sunsets in April, 2022. Switch to using the new bidding strategies when you migrate your code to the Google Ads API.
What to do
Update any code that creates or updates standard (non-portfolio)
TargetRoasSearch campaigns. Use MaximizeConversions or MaximizeConversionValue strategies with their
target_cpa(mutable starting in v8) or
There will be no impact to bidding behavior due to this update. Using
target_cpawill have the same bidding behavior as
TargetCpa. Likewise, using
target_roaswill have the same bidding behavior as TargetRoas.
Refer to our product level announcement for more details on this change.
All existing campaigns using
TargetRoaswill continue to run as usual, and you will still be able to manage their bidding strategies and budgets as before. We’ll give advance notice before automatically migrating these old bidding strategies to the new format in 2022.
If you have any questions or need additional help, contact us via the forum or at [email protected]