Friday, August 7

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⚡️ Today’s Headlines ⚡️

✨ Google is upgrading automatically created assets to AI Max. Beginning September 1, Search campaigns using Automatically Created Assets (ACA) and/or the campaign-level broad match setting will be automatically upgraded to AI Max for Search campaigns.

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✌️ TikTok is leaving Nashville. The social platform is laying off 250 employees and closing its Nashville office, which housed some members of its content moderation team.

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🧪 Reddit is expanding its test of moderation tools. The test of its new Rules Hub provides a range of AI-powered moderation options to assist with subreddit management. Additionally, it’s hiding more of its content from non-logged-in users as a means to protect itself from AI scrapers.

💡 Today’s Insight 💡

What advertisers should expect from Google’s Smart Bidding changes

🗞 TL;DR - On August 17, Google is rolling out an update to Smart Bidding that will make campaign performance more predictable by ensuring Target CPA and Target ROAS are respected regardless of budget constraints. Search Engine Land describes more on what advertisers should expect from the shift and why you should care.

💡 Insight - So, what’s happening? Google’s updating Smart Bidding starting August 17. Under the new update, campaigns that have been consistently outperforming their Target CPA or Target ROAS will begin optimizing toward the actual target set in the campaign, rather than exceeding it because additional budget isn’t available.

Why is Google making the update? Until now, budget changes could force Smart Bidding to readjust from the efficiency it had been achieving back toward the campaign’s stated target, creating temporary volatility. The change is designed to reduce those performance swings by making the transitions more stable because the bidding target remains consistent regardless of budget.

What isn’t changing? Campaigns without budget constraints will not be affected, as Target CPA and Target ROAS already determine spending and efficiency in those scenarios.

Why should advertisers care? Budget-limited campaigns may behave differently after Aug. 17, particularly if their actual CPA or ROAS has consistently outperformed the target set in the campaign. Advertisers should check for a significant gap between target and actual performance to decide whether bid targets still reflect current business goals.

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