Google has announced three important bidding and budgeting updates for Google Ads:
Smart Bidding Exploration expansion
Smart Bidding Exploration helps advertisers reach new users through queries that may currently be out of reach, without changing core campaign targeting.
It is now available globally in all languages for Search campaigns and
Performance Max campaigns without a product feed.
Google has also opened the beta for Shopping ads across Performance Max campaigns with a product feed and standard Shopping campaigns.
Promotion mode (Beta)
Promotion mode allows advertisers to schedule temporary changes to ROAS tolerance and add extra daily budget during high-demand periods.
This could be especially useful for seasonal events, flash sales and product launches. It can also be combined with a campaign total budget.
The beta is now available for Search and Performance Max campaigns.
Bidding target optimization update
From August 17, Google will update its backend bidding target optimization to help budget-limited campaigns deliver more predictable performance in line with CPA and ROAS targets, particularly when budgets increase.
Google says some advertisers may see minor performance fluctuations during a brief calibration period.
Account notifications will begin appearing from July 6, giving advertisers time to review historical performance and adjust CPA or ROAS targets where needed.
A good moment to review whether your current bidding targets still align with your business goals.
