Hana Kobzová discovered this new page about bidding explorations!Bidding Exploration is now in limited beta, available to select accounts, and designed to enhance Search campaigns using Smart Bidding by finding new, valuable traffic sources.Benefits
Bidding Exploration expands reach by targeting a 10% lower ROAS, boosting traffic diversity with increased bids to discover diverse traffic sources.
Some advertisers may adjust ROAS tolerance beyond 10%.
Best Practices
Eligibility: Campaigns using tROAS may enable Bidding Exploration.
Targeting: Broad match or Dynamic Search Ads are recommended.
Budget Uncapped: Avoid budget limits to ensure effective exploration.
ROAS Targets: Don’t increase ROAS to offset Exploration, as this limits traffic diversity.
Experimentation: Run campaign experiments to measure incremental impact.
Instructions to Enable
Where to find: In Google Ads, open Campaigns and select an eligible campaign.
In Settings, open Bidding Exploration, and check Allow Smart Bidding to explore new traffic.
Bidding Exploration lowers ROAS by up to 10% by default. Customize tolerance as needed.
Click Save. To disable it, uncheck the box.
Performance Measurement
Check the bid strategy report for timeline annotations on active Bidding Exploration and track unique search category impressions to evaluate traffic diversity.
Experiment Best Practices:
– Enable Experiment sync, keep other variables constant.
– Avoid concurrent tests on bidding strategies.
– Wait for performance parity, then activate Exploration.
FAQs
ROAS vs. Exploration: Lowering ROAS raises bids across queries, while Exploration focuses on discovering new traffic.
Duration: Enable for 2-6 weeks initially.
Broad Match/DSA Use: Recommended but not required.
Search Ads 360 Compatibility: Currently, only via Google Ads UI.
