| 2 min
April 12th, 2021
Google Ads is planning on removing their Target CPA (tCPA) and Target ROAS (tROAS) smart bidding strategies from the platform starting this month. Although before anyone panics this functionality is set to be added to other bidding strategies, so for the most part this change will have little impact beyond the need to change to a different bidding strategy if you use either of these.
In preparation for these changes that are due to come into force very soon, it is always a good plan to review your account and ensure that it is in a position to smoothly transition over when the changes happen. It is also critical to ensure that you are closely monitoring your account in order to be able to quickly respond should any issues arise.
What Is Changing?
Starting this month advertisers will start to see the ability to create tROAS or tCPA bid strategies being removed from Google Ads. In place of these there will be a new field to add a target CPA when using the Maximise Conversions bidding strategy and a field for a target ROAS when using the Maximise Conversion Value bidding strategy. Assuming everything goes to plan the transition should ultimately mean that these strategies will become fully absorbed within their new counterparts.
What Does This Mean For Advertisers?
Ultimately this should actually mean very little will actually change for advertisers. All it will mean is that slightly different settings will be required, but the end result shouldn’t change in any way as it should achieve the same goals as set previously. It also means that smart bidding for search will have closer resemblance to what we are already used to with shopping campaigns that utilise a tROAS under a Maximise Conversion Value Strategy.
What Do We Need To Look Out For?
The main constraints that need to be monitored are around the targets and the budget themselves, although other targeting options may have an impact. The recommendation from Google is to remove as many restraints as possible when utilising an automated bidding strategy, instead providing a single clear goal that can be supported by unambiguous conversion data.
Obviously there are some targeting restraints that you will need in place such as location, as this ensures that your ads are shown to the right audience, but the more you can limit these constraints the more opportunity Google has to learn how best to achieve your final goals that you set.
So What Needs To Be Done?
The only major change you will need to make is to change your bidding strategy if you are using tCPA or tROAS, but you will still be able to set these targets, just in a slightly different way. As mentioned we would also ensure that you review your account to ensure a smooth transition and monitor it closely to ensure no issues arise from the transition.
If you want to discuss your Google Ads account with us, then why not drop us a line, we’re always happy to talk about how best we can support you.