Google Makes Changes to Target Based Bid Strategies
Google has announced it will be making changes to its bidding systems, effective August 17. Their belief is that changes to campaigns utilizing target-based bidding will see a more consistent and predictable performance, even when budget adjustments are made.
If you have a campaign that’s limited by budget that has historically overachieved its stated target, you may experience performance volatility if you don’t make any changes to the campaign before August 17. Google released a new tool earlier in July to help brands review their campaigns. The tool allows you to review historical campaign performance and apply updates.
“There is a lot of discourse and commentary online in the PPC community regarding the reason for the change and whether it’s a cash-grab by Google, or potentially a change that will benefit large budgets and hurt smaller budgets,” said Keely Mardi, a Digital Advertising Specialist at 1123. “If your campaign is not generating results at a budget and scale that is profitable for your business, you should test and experiment with different campaign settings and strategies. If target-based bidding is no longer a profitable campaign strategy, work with your PPC manager to test and explore different campaign types, bidding strategies or channels to optimize your performance within your budget.”
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