skill-160-smart-bidding-exploration-configuration

Skill 160: Smart Bidding Exploration Configuration

Purpose

Audit Smart Bidding Exploration settings to ensure campaigns are leveraging flexible targets to discover new converting audiences. Exploration allows Smart Bidding to temporarily bid on traffic outside strict targets, enabling discovery of new audiences. Campaigns see average 19% increase in conversions from previously untapped segments.

Data Requirements

Data Source: Standard + Custom GAQL

Standard export shows bid strategies; custom query needed for exploration-specific settings.

Standard Data:

• data/account/campaigns/*/campaign.md - Bid strategy settings
• data/account/bidding_strategies.md - Portfolio bid strategy configuration
• data/performance/campaigns/*/campaign_metrics_30_days.md - Performance data

Reference GAQL:

SELECT
  campaign.name,
  campaign.bidding_strategy_type,
  campaign.target_cpa.target_cpa_micros,
  campaign.target_roas.target_roas,
  metrics.conversions,
  metrics.cost_micros,
  metrics.conversions_value
FROM campaign
WHERE campaign.status = 'ENABLED'
  AND campaign.bidding_strategy_type IN ('TARGET_CPA', 'TARGET_ROAS', 'MAXIMIZE_CONVERSIONS', 'MAXIMIZE_CONVERSION_VALUE')
  AND segments.date DURING LAST_30_DAYS

Use /google-ads:get-custom to get exploration configuration status.

Analysis Steps

1. Identify Smart Bidding campaigns: List campaigns using Target CPA, Target ROAS, or Maximize strategies
2. Check exploration status: Determine if exploration is enabled and at what intensity
3. Evaluate readiness: Verify sufficient conversion volume (50+/month), stable baseline, budget headroom
4. Analyze exploration performance: For enabled campaigns, assess exploration ROI
5. Review portfolio settings: Check shared exploration configuration across portfolios

Thresholds

Condition	Severity
Campaign with >100 conv/month, exploration disabled	Critical
Exploration enabled but CPA >30% above baseline	Warning
Campaign with 50-100 conv/month, exploration disabled	Warning
Exploration intensity too aggressive for budget	Warning
Campaign with <50 conv/month (exploration not recommended)	Info