The v6 release of the Google Ads API
added support for
Maximize conversions and
Maximize conversion value bid strategies in Search campaigns. This includes a new read-only
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 ChangingFor 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
.
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 DoDevelopers 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].
Adam Ohren, Google Ads API Team