Automated Bidding in AdWords has been re-crowned Portfolio Bid Strategies, with added features and functionality, such as setting different CPA targets at ad group level in the same bid strategy.
The overall revamp of AdWords Automated Bidding comes with a few simple semantic changes, including flexible strategies now being renamed portfolio bid strategies. Other functional changes include an updated workflow, and an improved way of adding to bidding strategies within the Campaigns Settings tab.
The semantic changes to the platform include:
The functionality updates include:
In December 2015, Google also added new reporting features to Automated Bidding. These updates will begin to appear in accounts over the coming weeks.
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