Portfolio Bidding on Google Ads: Do Not Make Constant Bid Changes
Portfolio bidding is a type of automated bid strategy in Google Ads that is applied at the shared library level, rather than the campaign level. This means that instead of setting a specific bid strategy for each individual campaign, marketers can use a portfolio bid strategy for multiple campaigns, ad groups, or keywords. In essence, it provides a holistic approach to bidding by amalgamating different advertising elements under a single bid umbrella.
Do not change your target ROAS goal too often, Google will take 24 to 21 days to adjust its AI!