Page Summary
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Bid strategies can only be set at the campaign level, and campaign-level bid strategies that don't support manual bids will ignore them at the keyword level.
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The target_roas field can be overridden at the ad group level, but other fields of the bidding scheme cannot be.
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The target_cpa_micros field can be overridden at the ad group level, but other fields of the bidding scheme cannot be.
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To remove an override for target_roas or target_cpa_micros, unset the field of the ad group in a mutate request with an empty field value and supply the path in a field mask.
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You can retrieve the effective target_roas or target_cpa_micros and their source for an ad group using specific fields.
The following ad group level target overrides are available in the Google Ads API.
Override bidding strategies
A bid strategy can only be set at the campaign level. For example, if a
campaign has already been assigned a TARGET_ROAS
strategy, setting TARGET_CPA
fields in one of its ad groups will have no effect.
Similarly, setting bids manually will have no effect if you are using a
campaign-level bid strategy that doesn't support them. For example, if your
campaign uses TARGET_ROAS as a standard bidding strategy, and you set max CPC
values for individual keywords in that campaign, the keyword-level bids will be
ignored without errors. If you were to switch to manual bidding, the
keyword-level bids would then take effect. Read more in the
Help Center.
Override Target ROAS at the ad group level
The target_roas field of a
TargetRoas bidding scheme, or a
MaximizeConversionValue scheme with
its target_roas field
set, can be overridden at the ad group level by setting the ad group's
target_roas field. The other fields of
the bidding scheme cannot be overridden.
To remove an override, unset target_roas
of the ad group by sending a mutate request with an empty field value while
still supplying the path in the update field mask. Note that target_roas on an
ad group is only supported for standard campaign-level strategies and Search
portfolio strategies; attempting to override target_roas for other portfolio
strategies will result in an error.
You can retrieve the effective target_roas value of an ad group with the
effective_target_roas field and
its source with the
effective_target_roas_source field.
Override Target CPA at the ad group level
The target_cpa_micros field of a
TargetCpa bidding scheme (including both standard
campaign-level and portfolio TargetCpa strategies), or a
MaximizeConversions scheme with its
target_cpa_micros field
set, can be overridden at the ad group level by setting the ad group's
target_cpa_micros field. The other
fields of the bidding scheme cannot be overridden.
To remove an override, unset
target_cpa_micros of the ad group
by sending a mutate request with an empty field value while still supplying the
path in the update field mask.
You can retrieve the effective value of target_cpa_micros for an ad group from
the effective_target_cpa_micros field and its source
from the effective_target_cpa_source field.
Override Target CPC at the ad group level
For Demand Gen campaigns using the TargetCpc
bidding scheme (Campaign.target_cpc), the
campaign-level target_cpc_micros
can be overridden at the ad group level by setting the ad group's
target_cpc_micros field. To remove
an override so the campaign-level target_cpc_micros takes effect again, unset
target_cpc_micros on the ad group
by sending a mutate request with an empty field value while still supplying the
path in the update field mask.
You can retrieve the effective target CPC (returned as an int64 value in
micros of the account currency, even though the field name omits _micros) and
its source from the read-only effective_target_cpc and
effective_target_cpc_source fields on AdGroup. By
contrast, TargetCpv (message TargetCpv {}) is an
empty message at the campaign level, so for Video campaigns using TargetCpv,
target_cpv_micros sets the CPV bid
directly at the ad group level rather than overriding a campaign-level target.