Google Ads Target Changes Don't Restart Smart Bidding Learning Ahead of BFCM
TLDR
Google says changing Smart Bidding targets does not reset the learning period, and the article lays out six Google Ads details on bidding, seasonality, channel controls, and budgeting for teams preparing for Black Friday and Cyber Monday.
Google says changing Smart Bidding targets does not reset learning, according to a summary first reported by Search Engine Journal. The piece covers six Google Ads details on Smart Bidding, seasonality adjustments, channel controls, and budgeting that PPC teams should review before the holiday peak.
How we got here
On July 17, Google clarified that the August bidding system update affects only budget-constrained campaigns and aims to make target performance more predictable. On September 9, Google's updated target bidding was described as treating CPA and ROAS as literal performance targets. On October 16, a Google Ads product manager said that adjusting target or budget on a steady campaign won't reset the learning period, and on October 21, Google updated its Smart Bidding learning guide with a seven-day limit. Now, Google says changing Smart Bidding targets does not reset the learning period, with guidance on bidding, seasonality, channel controls, and budgeting ahead of Black Friday and Cyber Monday.
Summary of earlier coverage
- Oct 21Google Ads updates Smart Bidding learning documentation with 7-day limit and operational guidance
Google Ads updated its Smart Bidding learning documentation, adding a seven-day limit and new operational guidance.
- Oct 16Google Ads PM: Budget or Target Changes Won't Trigger New Learning Period
A Google Ads product manager clarified that adjusting target or budget on a steady campaign won't reset the learning period.
- Oct 15Optmyzr study: seasonality adjustments backfire on Black Friday, cutting ROAS by 15% while raising CPCs 34%
Optmyzr's analysis of 5,886 Google Ads accounts over three years found that seasonality adjustments consistently backfire during Black Friday, raising CPCs while cutting ROAS compared to letting Smart Bidding manage the period unsupervised.
- Jul 17Google Reiterates August Smart Bidding Changes Are Limited to Budget-Constrained Campaigns
Google's Ads Liaison Ginny Marvin clarifies that August's bidding system update only affects budget-constrained campaigns and aims to make target performance more predictable.