Google just changed how target-based bidding works.
And if you’re running campaigns with Target CPA or Target ROAS, it’s worth paying attention.
As of August 17th, Google will now optimize budget-constrained campaigns more consistently toward the targets you’ve actually set even as you adjust your budget. That can make scaling more predictable, but there’s a catch:
Your targets need to reflect your real business goals.
For example, if your Target CPA is $10 but your campaign has been delivering a $5 CPA, Google says performance may now move closer to that $10 target unless you adjust it.
In other words, a target that was once just a cushion could have a much bigger impact on performance.
That’s where strategy matters.
At NP Digital, we help businesses look beyond individual campaign settings to connect bidding, budgets, profitability, creative, and customer acquisition into a paid media strategy built for growth.
Google’s algorithm can optimize toward a target. We can help make sure it’s the right target.
Let’s talk about growing your paid media performance.