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Google Ads is Removing Features from Portfolio Bid Strategies

Google Ads is making adjustments to two portfolio bid strategies in an effort to simplify the experience for users.

Portfolio bid strategies can help advertisers optimize bids across multiple campaigns. They’re automated and driven by campaign goals.

Enhanced CPC

Google Ads is removing the ability to create Enhanced CPC portfolio bid strategies. Enhanced CPC portfolios will be converted into individual Enhanced CPC campaigns Later this year.

Google says Enhanced CPC on individual campaigns provides the same benefits as portfolio strategies. Individual campaigns are also more widely used.

Target Spend Setting

The target spend setting will no longer be available for new maximize clicks portfolios. Going forward, Average daily budgets will be the way to determine spend for campaigns using Maximize clicks portfolio.

Google Ads is Removing Features from Portfolio Bid Strategies

Based on user feedback, the target spend setting was considered confusing, while average daily budgets are considered more useful and straightforward.

As a result of this change, the legacy target spend settings will be removed later this year. Instead, the average daily budget will be used to manage spend.

Pay Per Click (or PPC advertising) is a form of paid digital marketing where advertisers pay a fee each time their ad is clicked.

The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn. However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines. We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.

Google Ads is Removing Features from Portfolio Bid Strategies How Does PPC Advertising Work?

Once you have an amazingly written ad spiel, you can bid on a series of search phrases or keywords you want your advert to appear for. What placement your ad gets depends on two things: your bid price and your quality score. Your bid price is how much each click will cost you – so if you bid €1.50 and 100 people click on your advert, it will cost you €150.

Your quality score is decided from a number of factors including: your land page copy, your click metrics, your website’s metrics, amongst others.

Sounds simple enough?

Not quite, to get great conversion rates (people actually buying/signing-up for your offerings) takes a lot more than getting people to click on a link.


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