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Google Ads Update This June – Two Bidding Strategies Being Removed

[ Back to News Page ] Dated: 31-May-2019

Google Ads (previously Google AdWords) has been a major building block for many Digital Marketing campaigns for businesses around the world. However, the platform from Google is not short on updates like everything else with the tech giants. June 2019 will be a month where we will see ‘Target Search Page Location’ and ‘Target Outranking Share’ bid strategies being removed. At least, that is what Google is planning.

The two above-mentioned bid strategies will no longer be offered by Google as there is already Target Impression Share offering better functionality that was introduced November 2018. This Target Impression Share is a smart bidding strategy that is designed to set bids according to where the ad will show up automatically.

With this, advertisers have the liberty of placing bids for any page location for their ads. The absolute top of the page is open to bids, anywhere in the top section of the page or subsequently anywhere at all in the search result page. The system seems polished enough for the two strategies under question to not matter much once removed.

Much Sleeker Interface

Google is a software services provider that is always after a much sleeker interface. They keep pushing out updates that make things simple and less confusing. Target Impressions Share offers a deeper yet more flexible control letting you optimize your desired impression share and search page location. Available options also allow you to use Target Impression Share to aim for top of the page with “Absolute Top Impression Share” or “Top Impression Share”.

Being implemented late in June 2019, new Target Search Page Location or Target Outranking Share bid strategies will no longer be available to advertisers. This will of course make the whole process much more streamlined and easier to understand. Using Target Impression Share bidding strategy, all this is available anyway in a much sleeker way.

Automatic Migration

Old campaigns that are already using Target Search page Location or Target Outranking Share Bid strategies will not be left in the dust at all. They will be migrated to Target Impression Share automatically saving them the hassle as soon as the update goes live and those two options get removed.

Once those old campaigns have been migrated to Target Impression Share, optimization will follow based on their previous target locations and historical impression share. This is of course good news for businesses and website managers who are running campaigns. There is no need to worry for any of your campaigns going to waste at all.