What level should be used to evaluate performance of a bid strategy?
- Bid strategy
- Individual ad
- Individual keyword
- Individual campaign
Evaluating the success of a Search Ads 360 bid strategy typically involves answering two broad questions:
- Is performance better than manual bidding (or other automated bidding systems)?
- Could you get better results with different settings (higher CPA, wider min/max bid range)?
While you may be tempted to start your evaluation by comparing a bid strategy’s performance to manual bidding, it’s best to start by understanding how your current settings affect performance, make adjustments if necessary, and wait for the adjustments to take effect. Otherwise, you’re not really giving bid strategies a fair chance.
Read more here: https://support.google.com/searchads/answer/6261367