Google Ads Liaison Ginny Marvin announced three bidding and budgeting updates on LinkedIn, including one change scheduled to begin rolling out on August 17.
Two of the updates expand capabilities that were previously limited or unavailable to many advertisers. Smart Bidding Exploration is now available globally, while Promotion mode is entering beta for Search and Performance Max campaigns.
The third update affects how Google optimizes campaigns that are limited by budget. While Google expects only minor fluctuations during rollout, advertisers may notice temporary performance changes as campaigns recalibrate.
Here’s a closer look at what’s changing and what it could mean for advertisers.
Smart Bidding Exploration Goes Global
Smart Bidding Exploration (SBE) is designed to help campaigns find additional converting traffic beyond the queries they would normally pursue under existing bidding targets.
Google first introduced Smart Bidding Exploration ahead of Google Marketing Live 2025 as a way to help advertisers uncover additional conversion opportunities without significantly loosening bidding targets.
Marvin announced that SBE is now available globally across all languages for Search campaigns and Performance Max campaigns without a product feed.
Google is also opening a beta for Shopping advertisers, including both standard Shopping campaigns and Performance Max campaigns that use product feeds.
One reason the feature has generated interest is that it does not require advertisers to significantly loosen ROAS targets in order to pursue additional reach. Instead, Google attempts to identify incremental conversion opportunities while continuing to optimize toward existing campaign goals.
For advertisers that feel constrained by volume, this may provide another option to test growth without making major changes to campaign structure or bidding strategy.
Promotion Mode Enters Beta For Search And PMax
Google is also introducing Promotion mode in beta for Search and Performance Max campaigns.
The feature allows advertisers to temporarily increase budget flexibility and adjust ROAS tolerance around specific events such as product launches, seasonal promotions, or flash sales.
According to Marvin, Promotion mode can also be used alongside campaign total budgets.
Historically, advertisers often had to manually adjust budgets and bidding targets around promotional periods. Promotion mode appears intended to automate some of that process.
For advertisers that regularly make manual bidding adjustments around promotional periods, the feature could simplify some of that planning and give Google additional flexibility during short-term demand spikes.
Google has not yet provided details about beta eligibility or rollout availability. Advertisers should check their accounts before building campaign plans around the feature.
How Google Is Changing Budget-Limited Campaign Optimization
The third update is the one most likely to affect reporting.
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