[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsearch-ads-360-bidding-strategies":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":279,"breadcrumbs":280,"reading_minutes":87,"category":288,"head":290},"2020-05-26T10:32:05",{"rendered":6},"\n\u003Cp>If you’ve read my recent blog, \u003Cem>‘\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fan-introduction-to-search-ads-360\u002F\">Introduction To Search Ads 360\u003C\u002Fa>’\u003C\u002Fem> or you’re familiar with the platform itself, you’ll be aware that by using Search Ads, you can manage multiple ‘engines’ within one place – which is really useful when managing a large advertiser account as you can combine data from multiple engines to review KPIs.\u003C\u002Fp>\n\n\n\n\u003Cp>Similarly, when using a bidding strategy within the platform, you’re able to optimise spend across multiple engines within an advertiser account, if you’re working towards the same goal. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>This could be most useful if you wanted to run the same strategy across both your Google Ads & Microsoft Ads campaigns, where often campaign structures are mirrored.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>These strategies are quite flexible in comparison to Google Ads, as you are not limited to only one-goal when setting these up, because you can actually optimise towards multiple goals within one strategy, e.g a visibility-based strategy with a target CPA constraint. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FimKA2DnDd23kuMnXk_nEiRWGfHCPqpmLu29Y1KhxWhoEPJFhjhIR3_wp_H2rGG27o0JoHDLJ6R8Rf1mdvDJoSG2HDyEEiXmLa0d0qJqo4d-S5FPkQnSok5umkqg074LLEqORGJ4q.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>Unlike Google Ads, there is also the option to allow the strategy to adjust your remarketing, mobile, location bid adjustments, and to combine your strategy with Google’s auction-time bidding.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FdKOjZ3J8xdHPHZCQYnr96kG231azkrRUNvLP8ZRyjGxUIYrKJS2ls_spA9g_2Bh1G85xz0GmnnTKXonSQPUHKPfRS3txE00EI2i_zq205vDei9ZfPHwFwy7svsh8UXxuoCP5Jr-b.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>Once you are using a bidding strategy within SA360, you’ll have access to a bid strategy report. This report goes into much greater detail than your standard Google Ads bid strategy report, where you can see the actual performance of campaigns, keywords, locations, dynamic ad targets, and more.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F3ejqn8J4A4n0oZVxC_Qk-gSaf1OVDDTjbQpDfgFnMgj4vJFQ2tzn3fHC4a0N7MOOmJsfG3uBOaoxXuOFfgaL0yJcHokuB5ewYFQWPh-aEA_pwHCBBtN-Kf7HCdI6tLZXKiUUuM7.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>As mentioned above, when setting up a strategy you are given the option to opt into remarketing, mobile, and location bid adjustments. However, if you don’t opt-in for this, Search Ads 360 will still make bid adjustment recommendations in your bid strategy report, which you could then apply manually.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FScreenshot-2020-05-26-at-11.13.57.png\" alt=\"\" class=\"wp-image-20323\" \u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>Similar to Google Ads, you can see any issues or warnings within your bid strategy. These are usually bid constraints, but can be taken with a pinch of salt depending on the performance you’re actually seeing.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Within this section of the bid strategy report, you can also view distributions within the strategy, e.g % of keywords driving conversions, which is super insightful for identifying your top-performing keywords.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FScreenshot-2020-05-26-at-11.15.24.png\" alt=\"\" class=\"wp-image-20324\" \u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>Setting up a bidding strategy is really straightforward in Search Ads, simply find the ‘bid strategies’ section on the left-hand side of the user interface, select + bid strategy and go through the motions of configuring the strategy to meet your account’s KPIs.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FkRj7uO3kxnWClRXBtSAD7M06p4Z-AlS8yZsqBRklVkCaf8LvegaX2ugYOJCRQGXbpclNsepfBjZhh6sE7iGdo-Qq2w3qjfzpo285p3KDWLXzKQFqlMyn85iA6GctJ49JqlwiEohv.gif\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>There are four goals you can optimise towards when setting up your strategy, these are as follows:\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cem>Conversions\u003C\u002Fem>\u003Cul>\u003Cli>\u003Cem>Get the most actions while meeting a target CPA or monthly spend.\u003C\u002Fem>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cem>Revenue\u003C\u002Fem>\u003Cul>\u003Cli>\u003Cem>Get the highest revenue while meeting a target Effective Revenue Share, ROAS, or monthly spend.\u003C\u002Fem>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cem>Keywords\u003C\u002Fem>\u003Cul>\u003Cli>\u003Cem>Keep keywords at a specific position.\u003C\u002Fem>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cem>Impression Share\u003C\u002Fem>\u003Cul>\u003Cli>\u003Cem>Target ad placement in search results.\u003C\u002Fem>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\n\n\u003Cp>Hopefully, this was a useful follow up to my last blog on Search Ads 360! Keep your eyes peeled for more of my tips and tricks on campaign management in Search Ads 360.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Alternatively, many of our paid media team are very skilled in campaign set up and management in the platform, so don’t hesitate to get in touch here and find out how we can help.\u003Cbr>\u003C\u002Fp>\n",false,"standard",[10],40,[],[13],126,[15,16,17,18,19,20,21,22],"post-5332","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",{"page_content_modules":24,"hero":83},[25,30],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Search Ads 360 Bidding Strategies",[],{"acf_fc_layout":31,"reduced":27,"top_overlap":32,"bottom_underlap":32,"disable_observer":-1,"heading":33,"cta_text":34,"cta_link":35,"items":36},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[37,57,72],{"type_key":16,"title":38,"excerpt":39,"to":40,"postedAt":41,"readingTime":42,"image":43,"authors":44,"category":54},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[45,48,51],{"name":46,"image":47},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":49,"image":50},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":52,"image":53},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":55,"name":56},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":16,"title":58,"excerpt":59,"to":60,"postedAt":61,"readingTime":62,"image":63,"authors":64,"category":71},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[65,68],{"name":66,"image":67},"Joe Turnbull","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":69,"image":70},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":55,"name":56},{"type_key":16,"title":73,"excerpt":74,"to":75,"postedAt":76,"readingTime":42,"image":77,"authors":78,"category":82},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[79,81],{"name":80,"image":67},"Harry Clements",{"name":69,"image":70},{"to":55,"name":56},{"type":84,"style":85,"heading":28,"date":4,"updatedAt":86,"reading_minutes":87,"image":88,"imageAlt":28,"categories":89,"collections":278},"blog-post","light","2022-02-07T16:48:16",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504413_impression-nottingham-marketing-manager-budget-recession-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[90],{"id":10,"count":91,"description":92,"link":55,"name":56,"slug":93,"taxonomy":94,"parent":95,"meta":96,"acf":97,"head_links":98,"resource_count":99,"yoast_title":100,"yoast_meta":101,"yoast_json_ld":146,"_links":246,"path":55},272,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",0,[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[102,104,107,110,113,116,119,121,123,125,128,131,134,137,140,143],{"property":103,"content":100},"title",{"property":105,"content":106},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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