New Ideas in Marketing
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The update can help advertisers optimise performance across multiple campaigns.

Search engine giant Google is expanding its portfolio bid strategies with more options, making them more compatible with newer types of smart bidding. Portfolio bid strategy is an automated, goal-driven bid strategy which groups together multiple campaigns, ad groups and keywords.

The previous model was available for Target CPA and Target ROAS, among others. But, the new update would make it easier for smart bidding for search campaigns. This piece states that portfolios would also offer options to use with Maximise conversions and Maximise conversion value.

Advertisers will also be able to pair these portfolios with shared budgets that can assist with increasing conversions or conversion value. Google recommends advertisers should include campaigns in the same portfolio if they share a budget and use values like Maximise clicks or Maximise conversion value.

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