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Google is Simplifying portfolio bid strategies

Portfolio bid strategies are automated, goal-oriented strategies help to optimize bids across multiple campaigns. After getting feedbacks, google has simplified two bid strategy in July 2019

Google Ads Bid Strategies tweet

First, they are removing the ability to create Enhanced CPC bid type from portfolio bid strategies. Now Enhanced CPC bid is directly for individual campaigns instead of portfolio strategy. Here they clarify that the benefits of this bid strategy will be the same as portfolio bid strategies. Now, you will see the Enhanced CPC portfolios will be converted into the individual Enhanced CPC campaigns.

As per the feedback target spend setting was quite confusing, and many advertisers were not finding it easy. Daily average budgets have been more useful and straightforward. Moving forward, the target spends setting will no longer be available to Maximize clicks portfolios. So you will see the average daily budgets will be the way to determine spend for campaigns using Maximize Clicks portfolio.
Now Google has said that later this year, their systems will remove legacy spend settings and use the average daily budget to manage as spend.

Now they have said that the Target Search Page Location and Target Outranking Share bid strategies are made smoother. An effort to streamline and simplify of bidding options are made on the bases of feedbacks.

Pawan Kumar

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