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Bid strategy 30+ days later
I’ve not seen this being touched on before so thought I’d ask.
As you know, google ads uses data from the last 30 days. I was away for summer for 30+ days and have and I am back now and turned my ads back on. My campaigns were on tCPA before pausing them. Do I need to put them on max conversion to gather some data before going back to tCPA, or should I just leave it on tCPA as it was before?
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1 Reply
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If it was only for ~30 days, you should be ok with relaunching as is. However, keep a close eye on it. If the results tank, I’d be ready to switch back to max conversions.
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I’d continue to run it as before and monitor it over the next 7 to 14 days.
If it barely accrues any data during the monitoring period, I’d consider switching to a different bidding strategy like:
* Maximise clicks (with Max. CPC cap)
* Manual CPC
* Maximise conversions (if CPC prices and budget aren’t an issue)Once you start hitting around the 30 conversions within the 30-day mark, then switch back to Target CPA.
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It is better to leave as is and see how that does. Depending on what you sell, there could be changes in the market that might impact how that campaign does.
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I believe Google can and does look back further than 30 days. It does weigh the most recent data more heavily. But as you might expect when you have campaigns paused it may utilize earlier data to fill in the gaps.
You do not have to change your bidding method, and in fact that may be counterproductive. I would just turn it on and give is a few weeks to settle in. If by that time you find that Google cannot hit your tCPA or spending is declining I would just increase the tCPA some amount to ensure it doesn’t peter out.
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Go in your Account Bidding settings and apply a data exclusion for the last 30 days. 2x 15 days as 18 days is the max exclusion range as far as i remember. Then you should be good to go.
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