When advising your agency client on when to review the performance of their Search Ads 360 bid strategies, you should tell them to do the evaluation at the portfolio level.
- At the ad group level
- At the keywords level
- At the campaign level
- At the portfolio level
The correct answer is: At the portfolio level
Explanation: For effective evaluation and testing of bid strategy performance in Search Ads 360, it’s recommended to always analyze at the Bid Strategy Portfolio level. This should include factoring in the conversion delay and evaluating performance over 2-3 conversion delay cycles for more accurate insights. Utilizing the Top Signals Report is also crucial, particularly for strategies like Target CPA (tCPA) and Target ROAS (tROAS), as it aids in informing the broader marketing strategy. Additionally, reviewing the bid strategy simulator helps understand potential performance changes, especially after adjusting Target CPA/ROAS. This comprehensive approach ensures a thorough assessment of bid strategy effectiveness.
Chapter 10: Measure Bid Performance in Search Ads 360