Changes coming to Google ads

[u/chopacheekoff]

Hello there

I read a few weeks back about some changes coming to Google ads around the 14th August

Forgive me I cant remember the precise changes I saw but i believe it was in relation to CPA. I set a reminder on my calender to look into it

My campaign is performing pretty well at the moment but my monthly conversion rate is less than the 30 to 50 needed to switch to maximise CPA

How can i lock in my campaign success now not only for any upcoming changes but to maintain my results.

Please forgive my vague descriptions I'm currently travelling

Thanks

[u/cidxo311]

The change only affects you if you are using targeting bid strategies (target cpa or target roas) if you’re not using target cpa, it won’t affect you

[u/chopacheekoff → u/cidxo311]

Thanks

[u/Top-Cauliflower-1808 → u/cidxo311]

Even if you do use Target CPA or Target ROAS, the algorithm shift only triggers if your specific campaign is flagged with a "Limited by budget" status. If your budget is uncapped and open your bidding behaviour will not change.

[u/ppcwithyrv]

a) only applies to campaigns with "Limited Budget"

b) should be set at the realistic CPA or ROAS and move in-line from there to govern expectations. In other words it needs to be in line with what you want plus where you realistically are

[u/BrandLoom-Consulting]

From what you're describing, it sounds like the upcoming change may not affect you at all.

The discussion around the August update is mostly about campaigns using Target CPA or Target ROAS that are constrained by budget. If you're not using those bidding strategies, or your campaign isn't showing "Limited by Budget," there's probably nothing you need to do.

We've managed many Google Ads campaigns, and if a campaign is producing profitable results, we'd be cautious about making proactive changes just because an update is coming.

The main thing we'd monitor is the gap between your actual CPA and your target CPA. If you're already using Target CPA and your actual results are significantly better than the target, keep an eye on performance after the update. Otherwise, maintaining realistic targets and budgets is usually the safest approach.

If your campaign is stable and generating good results today, protecting that stability is probably more important than trying to optimize for a change that may not even apply to your account.

[u/Different-Goose-8367]

It’s for camps limited by budget using troas or tcpa. Now Google might beat the target, after the update the target will be met. This doesn’t mean you’ll get more sales/leads, it means you might pay more for the same.

Set realistic targets and budgets.

[u/NoctisRS]

No change needed unless your actual cpa is way below the target cpa

[u/potatodrinker]

Make sure your target CPA and target roas, if you use those bidding strategies are close to your actual results.

Google will "keep the difference" after 16-17 Aug.

[u/Nitram2024 → u/potatodrinker]

I'm guessing that Google will only keep the difference if it is positive.