At what level should you evaluate performance for your Search Ads 360 bid strategies?

Analysis of Correct Answer(s)

• Ad group: This is the recommended level for evaluating bid strategy performance. The ad group level provides a good balance between granularity and data volume. It allows you to assess how the bid strategy is performing for a specific set of closely related keywords and ads, offering actionable insights without being skewed by the volatility of individual keyword performance. This level typically contains enough conversion data to be statistically significant for making informed decisions.

Analysis of Incorrect Options

• Portfolio: A portfolio is a collection of campaigns managed by a single bid strategy. While you can review overall performance here, it is too high-level for detailed analysis. Good or bad performance in specific ad groups or campaigns can be masked by the aggregated data.

• Keywords: Evaluating at the keyword level is often too granular. Performance for a single keyword can fluctuate significantly, especially for those with low search volume. Making decisions based on this volatile data can lead to incorrect conclusions about the bid strategy's overall effectiveness.

• Campaign: While useful for a broader overview, the campaign level can also be too high-level for a nuanced evaluation. A campaign may contain multiple ad groups with different themes and performance. Analyzing only at the campaign level might obscure underperforming ad groups that require attention.