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
TargetRoas bidding strategies will be converted to
MaximizeConversionValue strategies, with the same
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
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
|Previously using TargetCpa||Now uses MaximizeConversions|
Existing campaign using standard TargetRoas
|Previously using TargetRoas||Now uses MaximizeConversionValue|
What to do
The Google Ads API already prohibits creating or updating standard (non-portfolio)
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