Google Ads updated its Recommended Investment Strategy tab on the Recommendations page with Strategic budget allocation using Holistic and Growth modes. Holistic mode reallocates spend from underperforming campaigns to top performers for maximum efficiency, while Growth mode adds fresh budget to top performers without cutting spend anywhere else.
Google wrote in the updated help document:
- Holistic mode: Use Holistic mode to reallocate existing spend from underutilized or less efficient campaigns to add budget to your top-performing campaigns.
- Growth mode: Choose Growth mode to add budget to your top-performing campaigns and not reduce spend on any existing campaigns.
Hana Kobzová who spotted this change first and posted about it on PPC News Feed wrote, "The Holistic mode reallocates existing budgets from underperforming campaigns to top performers while adding additional weekly spend. In contrast, Growth mode strictly adds budget to constrained campaigns, maintaining existing budgets."
Here are some other items to "keep in mind" Google wrote:
- Eligibility: You can access the Recommended Investment Strategy when budget constraints limit at least one of your performance campaigns or has the opportunity to gain significantly more conversions with a favorable cost per acquisition (CPA) or return on ad spend (ROAS).
- Advertiser control and campaign protection: You retain full control over your account. The tool doesn't modify excluded campaigns, and any campaign you uncheck in the table maintains its existing budget and bid strategy settings.
- Target adherence and adjustments: For campaigns that use Target CPA or Target ROAS Smart Bidding, our budget recommendations align with your targets. If you opt to apply a suggested Target CPA or Target ROAS adjustment within the tool, your campaign's bid target will update alongside the new budget.
- Timeframe and forecasts: Performance estimates and projected curves in the Performance Graph are typically based on a 7-day forecast. These estimates account for recent performance trends and conversion delays.
- Unified account plans: Recommended Investment Strategy works seamlessly alongside other Google Ads tools to plan your campaigns, such as Performance Planner.
Here is a partial screenshot of the page, but the document was updated in a big way - compare the new to the old versions:
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