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Google's Upcoming Smart Bidding Changes Trigger Industry-Wide Concerns Over Target CPA and ROAS Strategies

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TLDR

Google's August 17 Smart Bidding rollout will fundamentally alter how Target CPA and Target ROAS bidding work, prompting PPC professionals to reconsider long-established strategies.

Optimixed Overview

Optimixed's original report on this story.

Search Engine Land is hosting an SMX Now webinar examining Google's upcoming Smart Bidding changes scheduled to roll out August 17, exploring how the shift parallels previous automated bidding transitions the industry has weathered. The update has generated substantial debate in the PPC community, with advertisers concerned that Target CPA and Target ROAS tactics may no longer function as they historically have, making this one of 2026's most significant Google Ads changes.

Topics:SEO News & Algorithm Updates
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