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Google Ads Portfolio Bid Strategy Changes

Things don’t stay the same for long in this industry; that’s why we’re here to help you keep up with all things technology-news related.

Starting in July, the target spend setting will no longer be an option when setting up new maximize clicks portfolio bid strategies. In its place, the strategy will use the average daily budgets of the campaigns in the portfolio. “Many of you have told us the target spend setting was confusing and that average daily budgets were more useful and straightforward. We’ve listened to your feedback,” Sagar Shah, a Google Ads product manager wrote in the blog post. The change won’t take effect until July, so in the meantime, practice patience.

There will also be no more portfolio eCPC. There is no added benefit to using eCPC as a portfolio strategy as opposed to at the campaign level, and Google says they’re “far more widely used” on individual campaigns. If you have enhanced CPC portfolios, they’ll be converted automatically to the campaign level, so be prepared for big changes coming your way soon.

How do you feel about Google’s latest updates? We would love to hear your thoughts! 

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