Google Ads retires 3 portfolio bid strategies

Google this week announced that is retiring Enhanced CPC from portfolio bid strategies, after announcing in May that was also retiring Target Search Page Location and Target Outranking Share. 3 bid strategies will disappear in July, from a total of 7 available portfolio bid strategies.

Sagar Shah, Product Manager at Google Ads, wrote that this action has the goal to streamline and simplify the strategies.

Portfolio bid strategies are automated, goal-driven strategies that help advertisers to optimize bids across multiple campaigns. The portfolio bid strategies available right now are:

• Target CPA
• Target ROAS
• Maximize clicks
• Target impression share
• Target search page location (to be retired)
• Target outranking share (to be retired)
• Enhanced CPC (to be retired)

What does Google recommend?

Google is recommending advertisers to use ECPC at the campaign level instead of Portfolio ECPC, to use Campaign daily budgets instead of Target spend setting for Max Clicks, and Target Impression Share bidding strategy instead of Target Search Page Location or Target Outranking Share.

Google says later this year, existing campaigns still using Target Search Page Location or Target Outranking Share bid strategies will automatically be migrated to the Target Impression Share strategy based on previous target locations and historical impression share.  Enhanced CPC portfolios will be converted into individual Enhanced CPC campaigns.