When optimizing bids or bid adjustments to meet your goals, all conversion data and external account statistics, such as clicks and cost, are included in bid strategy calculations. If some of the conversion data is inaccurate or missing for a certain amount of time, you might want to exclude the data or time period from consideration.
You can identify the data that you want to exclude from Search Ads 360 bid strategy by creating a Data Exclusion event in Search Ads 360. The events instruct your ROI bid strategies (bid strategies that optimize conversions and revenue) to exclude data when optimizing bids. Conversion goals will exclude the data when calculating bid adjustments.
Data exclusion events impact only bid strategies with conversions and revenue goals. Data exclusion events do not impact bid strategies with a position or clicks goal.
Bid strategies continue to change bids during and after events
The Data Exclusion event is applied to all entities that are managed by the bid strategy such as campaigns, ad groups, product groups, and Shopping ads. The next time the bid strategy evaluates bids, the data from the event time period will be excluded. The bid strategy will use the remaining data to continue to evaluate and adjust bids.
Data exclusion events and auction-time bidding
In Search Ads 360, data exclusion events for Google Ads Auction-time bidding will be automatically applied over to Google Ads, you don’t have to create multiple exclusion events over multiple platforms. To learn more about data exclusions in Google Ads for auction-time-enabled bid strategies, view Use data exclusions.