Your client, a world-renowned jewelry designer, set up custom columns in Search Ads 360 to review their performance for the previous month. When they go back to consider their specific bid strategy performance, they get an error. What could be the reason for this?
Their bids were too low to show any performance.
Bid strategy performance isn't a business goal of theirs.
Their bids were too high to show any performance.
Bid strategy performance isn't reported in custom columns.
Explanation
Analysis of Correct Answer(s)
The error occurs because of a specific technical limitation within Search Ads 360. Custom columns are powerful for creating unique Key Performance Indicators (KPIs) by combining standard metrics like clicks, cost, and conversions. However, they cannot pull data directly from bid strategy reports.
- Bid strategy performance metrics, such as health status, target attainment, and other related signals, are housed within the dedicated Bid strategies section of the platform. This data is not available for use in formulas within custom columns, which would cause an error when the system tries to retrieve it.
Analysis of Incorrect Options
- Their bids were too low/high to show any performance: Bidding levels affect performance outcomes (e.g., zero impressions or high costs), but they do not cause a technical error when viewing a custom column. The column would simply show the resulting performance data, even if it were zero.
- Bid strategy performance isn't a business goal of theirs: A client's business goals are irrelevant to the technical functionality of the Search Ads 360 platform. An error message indicates a system limitation, not a misalignment with strategic objectives.