fbpx

Google’s New PPC Update Will Reorganize PPC Features The Search Engine Hopes to Bring More “Clarity” to Bidding Strategies

author image Written by: Wade Morris           Categories - In The News, Pay-Per-Click (PPC) Marketing

Google has confirmed that a forthcoming update to bidding strategies won’t see any major changes, after the search community shared concern over the update’s contents.

The announcement was shared in February through Google’s Ads Developer Blog. It explains that a future update will reorganize existing ad tools and features – specifically, the ‘Target CPA’ and ‘Target ROAS’ bidding strategies.

In the announcement, Google writes that these bidding strategies will still be available, but they will be organized underneath other ‘primary’ bidding strategies. In other words, ‘Target CPA’ can be selected underneath the ‘Maximize Conversions’ strategy, and ‘Target ROAS’ can be selected underneath the ‘Maximize Conversion Value’ strategy.

The announcement spurred some concern in the search community. Some comments on this Reddit post about the update, for example, indicate confusion.

Fortunately, Google has laid the rumours to rest. In an email conversation with Search Engine Journal, Google confirmed that the actual functions of these bidding strategies will not change or disappear. Instead, they will simply be reorganized for the sake of clarity for advertisers – in other words, advertisers can more easily identify which bidding strategy is right for them.

Google is expected to launch this update over the next few weeks or months, and they have indicated that they will notify advertisers before the change is made.

Google has also created a support page for more information about the update.

Wade Morris

Wade brings an energetic approach to writing – he is always on the hunt for stories and angles that matter. With years of experience in journalism and marketing environments, Wade has written about everything from politics to education. Now, he writes about SEO and digital marketing trends.

July 2021 Core Update Completes 12-Day Launch

July 13, 2021

SEOs have kept their eyes peeled all summer for information pertaining to Google’s various updates. Finally, Google has announced that its pair of summer core updates has finished rolling out. Google launched its first core update of the year on June 2. With the launch, Google said that it would be splitting the core update

read more

Google Uses MUM to Identify Vaccine Variations in Over 50 Languages In Seconds

July 8, 2021

Nearly two months after announcing the Multitask Unified Model (MUM), Google began testing out its first application of the technology and is reporting some pretty impressive results. According to a blog post published on July 6, Google was able to identify more than 800 variations of vaccine names in over 50 languages in just seconds

read more