Google Reworks Workflow in AdWords

Google announced that it has made some changes to the workflow in AdWords to make it easier to set up automated bidding. Specifically, they’re adding the ability to create or add items to portfolio bid strategies in campaign settings without separate trips to the Shared Library.

Google says the new workflow also provides clear definitions for each strategy.

“Bidding is a critical part of running successful AdWords campaigns to make sure you’re investing correctly in the keywords or areas that drive revenue for your business,” the company says in a Google+ update. “Advertisers have seen great results improving conversions and ROI by using automated bidding to optimize bids efficiently and precisely for every auction.

Google is also renaming some bid strategy types. “Flexible bid strategies” will now be referred to as “portfolio bid strategies”. Google says this better describes their ability to group together multiple campaigns, ad groups, and keywords into a single strategy.

“Conversion Optimizer” will now be “Target CPA” for newly created bid strategies. This can still be applied to a single campaign as a “standard” bid strategy or across multiple campaigns, ad groups, and keywords as a “portfolio” strategy.

“Last but not least, we’re enhancing the portfolio version of Target CPA bidding to allow you to set different CPA goals for individual ad groups,” Google says in the post. “For example, if you’re a clothing retailer with multiple ‘Accessories’ ad groups in a bidding portfolio, you may want to set a lower CPA target for ‘Socks’ compared to other product categories with higher average order value.”

Google has more information about the changes here.

Images via Google