Spring Cleaning In Search Ads 360 8211 Once Everything New In 2022
Management Summary
Changes in Search Ads 360 in 2022 will also change how bid strategies work. What trends and changes Google has already communicated and what we can expect – a summary in this blog post.
This is changing in addition to SA360’s new paint job
TheRelaunch of the SA360 interfacewas just the beginning of a series of innovations that await us within GMP in 2022. There’s also a lot going on under the hood and, similar to Google Ads, we can expect changes in terms of bidding strategies.
Many of our customers are currently receiving a notification in SA360 that they need to adapt to existing changes in bidding strategies.
This particularly concerns the topic of “value-based bidding”, which we already know from Google Ads and is now also finding its way into SA360.
Conversion bid strategies become value formula columns
The conversion bid strategies with formulas for weighting individual conversions taking into account corresponding soft conversions will no longer be possible from July 2022. From April 2022, the process of automatically migrating these to value-based bidding strategies will begin.
Anyone who currently relies on formulas with weighted conversion bid strategies should take a quick look at which future adjustments or changes make sense. As with all bidding strategies, value-based bids can, under certain circumstances, lead to a new learning phase or at least fluctuations in performance.
It has been possible to record conversion values in Google Ads for a long time and this is also recommended. If you are not already doing this, you should definitely track the conversion values over a period of at least four weeks. When using automatic bid settings, ATB (Auction Time Bidding) for short, SA360 takes over the training in advance and a changeover can be carried out almost seamlessly.
However, it is still advisable to monitor the performance of the new bidding strategy here and take any changes to budgets or goals into account.
Optimize campaign goals in Search Ads 360
If you’re currently relying on conversion goals in SA360 to optimize bid adjustments, you’ll soon be forced to switch to bid strategies.
As of October 1st, bid adjustments for campaigns in SA360 will no longer be able to be optimized for a conversion goal.
In the course of this, we will provide you with further information as part of our SA360 series.
The new Search Ads 360 version
By clicking on “Try the new Search Ads 360 version” you will be taken to the new Search Ads 360 interface.
If you’re still missing this point, that will change in the coming weeks as Google gradually releases the new interface for more customers.
Available features
Under “Available functions” you can see directly which functions have already been implemented and which ones are currently being worked on. Here you can also see which function is possible in which version of the interface.
Below we only show a small excerpt of the current functions. The list is of course much longer and includes some interesting functions that make sense for certain workflows.
What’s next?
There will certainly be some interesting features and innovations coming our way over the course of the year. But – as already mentioned – a lot is currently happening with bidding strategies and the trend in Search Ads 360 is increasingly moving towards value-based conversions.
We will periodically address further updates in SA360 in our blog. Do you have any questions or want to learn more about bidding strategies and Google Search Ads 360?
