If you use a bid strategy and want to change your account-default conversion goals, follow the steps in this article to manage your performance.
Recommended steps
Identify the new or existing conversion goal you want to optimize towards.
- If you’re adding new conversion actions to an existing goal, start by creating them.
- Don't mark them as primary or account default yet.
- Ensure that the conversion action is correctly reporting values before moving to the next step.
- Evaluate the ROAS or CPA of the new goal before switching your conversion goals.
Set the new conversion goal as the account-default, or change the composition of your existing goal by adding or removing primary conversion actions.
Keep bidding towards Target ROAS or CPA.
- If your new ROAS or CPA target is very different to the previous data, consider making a gradual change towards your new ROAS target over several weeks. For example, if your historical data has a CPA target of $10 USD, and your new CPA target is $100 USD, gradually increase target over several weeks to avoid performance fluctuations:
- Week 1: Target CPA - $25 USD
- Week 2: Target CPA - $50 USD
- Week 3: Target CPA - $75 USD
- Week 4: Target CPA - $100 USD
Note: Large target adjustments may result in higher volatility. We recommend making gradual target changes.
Search Ads 360 will adjust to the new target over the next 2-3 conversion cycles. You can adjust ROAS targets or budgets to manage performance.
- Monitor closely for spend fluctuations, and adjust your ROAS or CPA target as needed to maintain your desired spend level.
- Ensure budgets are set at your desired spend level during the transition.
- Consider setting Min and Max bid limits (Search and Shopping campaigns only) if you experience spend fluctuations.
Learn how to Change conversion goals and actions used for Search Ads 360.