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Google Ads Old Target CPA and Target ROAS Bid Strategies Going Away Soon

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Google Ads Old Target CPA and Target ROAS Bid Strategies Going Away Soon

As Google told us in April, in the next couple of weeks, the the old Target CPA or Target ROAS bid strategies for standard campaigns are going away. Google said instead you can use the updated bid strategies by setting optional targets.

Google said advertisers will now see the following choices when you create new bid strategies for Search campaigns:

  • Maximize conversions will have an optional target CPA.
  • Maximize conversion value will have an optional target ROAS.

This update only applies to campaign-level strategies; portfolio bid strategies will be updated next year at some point.

Google did clarify that there will be no impact to bidding behavior due to this update. Using Maximize conversions with a target CPA will have the same bidding behavior as Target CPA. Likewise, using Maximize conversion value with a target ROAS will have the same bidding behavior as Target ROAS.

Here is a chart that explains the old versus the new:

In the Google Ads console the “bid strategy type” column will now help you see if a target CPA or target ROAS has been set.

click for full size

Google added that the existing campaigns using Target CPA or Target ROAS will continue to run as usual. Google said it will give advance notice before automatically switching these old bid strategies to the new format in 2022.

Forum discussion at Twitter.

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GOOGLE

Google Home App Gets an Overhaul, Rolling Out Soon

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Google Home app

Google refreshes its Home app with a slew of new features after launching a new Nest gear. This makes it faster and easier to pair smart devices with Matter, adds customization and personalization options, an enhanced Nest camera experience, and better intercommunication between devices.

This revamped Home app utilizes Google’s Matter smart home standard – launching later this year – especially the Fast Pair functionality. On an Android phone, it will instantly recognize a Matter device and allow you to easily set it up, bypassing the current procedure that is often slow and difficult. Google is also updating its Nest speakers, displays, and routers – to control Matter devices better.

Google Home App New Features

  • Spaces: This feature allows you to control multiple devices in different rooms. Google has listed a few things by room: kitchen, bedroom, living room, etc., although it’s pretty limited right now. Spaces let you organize devices how you see fit. For instance, you can set up a baby monitor in one room and set a different room’s camera to focus on an area the baby often plays. With Spaces, you can categorize these two devices into one Space category called ‘Baby.’

Google Home app Spaces

  • Favorites: This one is pretty self-explanatory. It allows you to make certain gears as a favorite that you frequently use. Doing so will bring those devices into the limelight within the Google Home app for easier access. 

Google Home app

  • Media: Google adds a new media widget at the bottom of your Home feed. This will automatically determine what media is playing in your home and provide you with the appropriate controls as and when needed. There will be song controls if you listen to music on your speakers. There will be television remote controls if you’re watching TV. 

Google probably won’t roll out this Home app makeover anytime soon. But you can try it for yourself in the coming week by enrolling in the public preview, available in select areas.

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