Major updates are coming to Google Ads campaigns. New features include expanded Smart Bidding, a beta Promotion Mode, and changes to bidding target optimization. Advertisers will see new notifications and controls.
Advertisers managing digital campaigns on Google Ads will soon see significant changes aimed at improving performance and predictability. Google has announced the expansion of “Smart Bidding Exploration” to include all Performance Max and Shopping campaigns, as well as the introduction of a new “Promotion Mode” currently in beta. These updates are designed to help marketers discover new search categories, reach previously untapped customer segments, and set more flexible return on ad spend (ROAS) targets.
With the expanded “Smart Bidding Exploration,” advertisers can now set a ROAS tolerance, allowing campaigns to lower target ROAS by a defined percentage. This adjustment is intended to help campaigns convert users who may not have been reachable before. The feature is now available for all Performance Max campaigns without a product feed, giving these campaigns the same ability to attract new unique users as other campaign types.
The new “Promotion Mode” enables marketers to temporarily adjust bidding strategies during high-traffic periods, such as seasonal events or sales. This feature is currently in beta and aims to give advertisers more control during critical promotional windows.
Starting August 17, Google will roll out updates to “Bidding target optimization,” focusing on delivering more predictable results for campaigns with fixed budgets. Advertisers will begin receiving notifications in Google Ads from July 6, allowing them to review historical campaign performance and quickly apply recommended updates. Ginny Marvin, Ads product liaison at Google, shared details of these changes on LinkedIn and the Accelerate with Google blog.
