Changing a campaign’s bid target or its budget does not restart the learning period on an established campaign, a Google Ads product manager has said. Tal Akabas, a director of product management at Google Ads, made the point on the Ads Decoded podcast episode published on October 15, in conversation with Google’s Ads Product Liaison, Ginny Marvin.
Akabas said that on steady, established campaigns, target and budget changes cause no learning period, and that bids scale in proportion when a target changes rather than the system starting its learning from scratch. The discussion covered Google Ads bidding and budget controls across Search, Shopping, Performance Max and Demand Gen campaigns. The clarification speaks to a long-standing advertiser fear: that touching a target CPA, a target ROAS or a daily budget would send a campaign back into a volatile “learning” state and undo its optimisation.
If taken at face value, the statement gives advertisers more freedom to adjust budgets and targets as conditions change, instead of freezing settings to protect a campaign’s learning. It sits alongside Google’s recent push for advertisers to manage spend through targets and guardrails, including the new channel prioritization and budget allocation controls, and follows Demand Gen cost adjustments being extended to 60 days. The caveat is scope: the comment covers established campaigns making target or budget changes, not brand-new campaigns or structural rebuilds, which still go through learning.
Source: PPC Land, reporting on Google’s Ads Decoded podcast (October 15)
0 Comments