In preparation for improvements to CPA bidding in AdWords, starting October 26, 2015, we'll perform a one-time removal of inactive ad group-level CPA bids.
What's an inactive ad group CPA bid, you ask? An ad group-level CPA bid is inactive if the ad group's effective bidding strategy is not a
CONVERSION_OPTIMIZER strategy. This includes CPA bids on ad groups whose effective bidding strategy is
TARGET_CPA, since the target for such ad groups is specified at the strategy level. The effective bidding strategy is the ad group-level strategy, if specified. Otherwise, it’s the bidding strategy set at the campaign-level.
How this change impacts the AdWords APIAfter the one-time removal of inactive CPA bids, there are two categories of ad groups you'll want to review:
- Ad groups from which inactive CPA bids were removed: For these ad groups, the AdGroup object will no longer have a CpaBid in the bids attribute of its ad group-level
BiddingStrategyConfiguration. Therefore, if you change the effective bidding strategy of these ad groups back to a
CONVERSION_OPTIMIZERstrategy, you will have to add a new
CpaBidto the ad group’s
BiddingStrategyConfigurationfor your ads in the ad group to serve. You will only have to make this change once.
- Ad groups you change from
CONVERSION_OPTIMIZER: AdWords will no longer copy the TargetCpaBiddingScheme.targetCpa value to a
CpaBidon the ad group's bidding strategy configuration. Therefore, you will not automatically get the
TARGET_CPAstrategy bid if you transition to
CONVERSION_OPTIMIZER. If the ad group's bidding strategy configuration already has a
CONVERSION_OPTIMIZERwill use that bid. Otherwise, you will have to add a new
CpaBidto the ad group
BiddingStrategyConfigurationbefore ads in your ad group will serve.
How this change impacts biddingSince the CPA bids being removed are inactive, this change will have no impact on bidding or ad serving.
What you should doIf you are interested in inactive CPA bids for
CONVERSION_OPTIMIZERbidding strategies, download the current bids using AdGroupService before the removal date.
More bidding resources
Still have questions? Feel free to visit us on the AdWords API Forum or our Google+ page.