- MaximizeConversions, with an optional
target_cpa
field (mutable starting in v8) - MaximizeConversionValue, with an optional
target_roas
field
Starting on September 30, 2021, Google Ads API developers won’t be able to create new
TargetCpa
or TargetRoas
standard 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
AdWords API users can continue to use the old style
TargetRoasBiddingScheme
and TargetCpaBiddingScheme
bidding strategies, since v201809 of that API does not contain the MaximizeConversions.target_cpa
field 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)
TargetCpa
or TargetRoas
Search campaigns. Use MaximizeConversions or MaximizeConversionValue strategies with their target_cpa
(mutable starting in v8) or target_roas
fields instead.There will be no impact to bidding behavior due to this update. Using
MaximizeConversions
with target_cpa
will have the same bidding behavior as TargetCpa
. Likewise, using MaximizeConversionValue
with target_roas
will have the same bidding behavior as TargetRoas.Refer to our product level announcement for more details on this change.
All existing campaigns using
TargetCpa
or TargetRoas
will 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].