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When your campaigns have automated bidding strategies set up in Google Ads, it is not possible to manually edit the bids for keywords (except Enhanced CPC). The way to optimize the campaign's performance is by modifying the target Cost-per-Acquisition (CPA) or Return on Ad Spend (ROAS) values at the ad group or campaign level for the strategies 'Maximize Conversions' and 'Maximize Conversion Value.'

You can also teach Google more about how you value conversions from different segments when your campaigns run on value-based bidding.

By doing this, you can get more control over your campaigns as you don't have to set one Target CPA and Target ROAS for the whole campaign and average out the performance. You can optimize your target CPA at the ad group level for those converting ad groups which are losing impression share due to low ad rank. This will allow Google Ads to set a better bid at the time of the auction.

On the other hand, if an ad group has a low cost/conv and high search impression share, then the tool recommends reducing the gap to prevent Google from entering more expensive auctions. This is to reduce cost on ad groups you are already capturing a large percentage of impression share.

Optimizing campaign level targets based on performance allows you to create enough room for your campaigns to perform better. If a campaign is losing out on impression share, you may decrease the Target ROAS to generate more traffic and improve performance.

Or, if a campaign has low cost/conv and high impression share, you can decrease the Target CPA to reduce cost.

For this purpose, we have created 6 optimizations using the Rule Engine to help you manage and optimize your campaigns on automated bidding: Optimize Target ROAS for Ad Groups and Campaigns, Optimize Target CPA for Ad Groups and Campaigns, Non-Converting Queries (Search), and Non-Converting Queries (Shopping).

You can find these optimizations under the Optimizations tab > For Automated Bidding.

Optimize Target ROAS for Ad Groups

Modify Target ROAS for ad groups performing well to reduce the ROAS gap and increase conversions.

Optimize Target CPA for Ad Groups

Modify Target CPA for ad groups performing well to reduce the CPA gap and increase conversions.

Optimize Target ROAS for Campaigns

Modify Target ROAS for campaigns performing well to reduce the ROAS gap and increase conversions.

Optimize Target CPA for Campaigns

Modify Target CPA for campaigns performing well to reduce the CPA gap and increase conversions.

Non-Converting Queries (Search)

Add non-converting queries with zero conversions, high cost, and low CTR as negative keywords.

Non-Converting Queries (Shopping)

Add non-converting queries with zero conversions, high cost, and low CTR as negative keywords.

The "View Analysis" button will show you the details of the conditions and how many ad groups matched, along with other details on how the rule was created. You can choose to add that particular strategy to your own Rule Engine account.

These strategies were built using the Rule Engine. Read more here to see how you can get started creating your own custom strategies. If you need any help on how the Rule Engine works, feel free to reach out to our support team or at support@optmyzr.com, and we'll be more than happy to help!

The Score Traffic Segments helps you score segments of your audience based on how valuable they are to your business.

The tool provides you with the Analytics data that could be assessed while scoring a segment. It serves to consider other important business aspects like Customer Long Term Value or Expected Contract Value while making value adjustments. It's not just the usual machine data that are already observable by Google, but your own knowledge and understanding that's put into work! Read more about this here.

The 'Optimize Value Rules - VBB' tool suggests conversion value rules that you can set up in your Google Ads account. It gives you these suggestions by using the data from the segments you scored in Score Traffic Segments. You can read more about how it works here.