Google has recently announced that advertisers will no longer have access to the standalone Maximize conversions and Maximize conversion value bid strategies for search campaigns. As previously mentioned in their April announcement, Maximize conversions will now be available with an optional target CPA, while Maximize conversion value will be offered with an optional target ROAS.

Performance Goals and Updated Strategies

In the coming weeks, Google will remove the option to use the old Target CPA (tCPA) and Target ROAS (tROAS) bid strategies for standard campaigns. Google advises advertisers to utilize the updated bid strategies by setting optional targets instead. Note that this update only applies to campaign-level strategies; portfolio bid strategies will be updated in the following year.

What This Change Means for Advertisers

Though we don’t have an exact date, according to Google “in the next few weeks” advertisers will lose the ability to create new campaigns using the old tCPA and tROAS strategies. However, existing tCPA and tROAS campaigns will continue to operate normally until Google transitions them to the new format sometime in 2022.

According to Google, this update will not have any impact on bidding behaviour: “Using Maximize conversions with a target CPA will have the same bidding behaviour as Target CPA. Likewise, using Maximize conversion value with a target ROAS will have the same bidding behaviour as Target ROAS.” PPC professionals should familiarize themselves with these changes to ensure they are creating the appropriate campaigns going forward.

Transition to the New Format in 2022

Existing tCPA and tROAS campaigns will continue to function as usual for now. Google has committed to providing advance notice before automatically switching these old bid strategies to the new format in 2022. Once again, they emphasize that this transition will not affect bidding behavior.