Google Ads Beta: Smart Bidding & Target Optimization Updates

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Google Ads recently introduced several updates and changes, including modifications to bidding target optimization, expanded access to Smart Bidding Exploration, and the rollout of promotion mode beta.

Beginning August 17, Google will alter how bidding target optimization functions, aiming to provide more consistent campaign performance aligned with the specified bidding goals, particularly as campaigns grow. These adjustments are projected to take a few weeks to fully implement. The company explains that campaigns limited by budget which have previously exceeded their target may see more stability once the changes take effect. For instance, if a campaign set with a Target CPA of $10 has historically achieved an actual CPA of $5, after the update, it will aim to deliver closer to the set target of $10 unless adjustments are made. It’s advised that advertisers review and update their CPA or ROAS targets to match current performance and business objectives. Notifications will be sent within the Google Ads dashboard beginning July 6 for advertisers to make necessary modifications.

In addition, access to Smart Bidding Exploration is being expanded. All Performance Max campaigns lacking a product feed now have this bidding option available. Moreover, the beta for Smart Bidding Exploration has been enabled for Shopping ads within both Performance Max campaigns that include a product feed and standard Shopping campaigns.

Google is also rolling out promotion mode in beta to more advertisers. Introduced last September for select users, promotion mode helps capture increased query volume and boost conversions during high-demand periods. It allows you to temporarily adjust your ROAS tolerance and increase daily budgets during peak times such as seasonal sales, flash events, or product launches. Currently, this feature is available for Search and Performance Max campaigns, enabling marketers to maximize performance during critical periods.

This suite of updates aims to give businesses more control and predictability over their digital advertising efforts, especially during fluctuating market conditions or seasonal surges.