Smart Bidding Exploration launched for Shopping and retail Performance Max with a 5% to 30% tolerance

Google published a help page for Smart Bidding Exploration in Shopping and Performance Max campaigns, moving the feature past the beta it opened for feed-based campaigns in June. Advertisers on Target ROAS can set a tolerance of 5% to 30% below their target so the system can bid higher on high-potential queries.

The tolerance is relative, so a 10% tolerance on a 200% Target ROAS gives an effective target of 180%. Exploration bids more aggressively on long-tail queries the campaign already qualifies for; it does not widen keywords or targeting. Performance Max campaigns with a Merchant Center feed get one toggle covering both Search and Shopping traffic, while campaigns without a feed get Search traffic only. Campaigns must use campaign-level bid strategies, and moving them into a portfolio bid strategy turns exploration off. Budget-limited campaigns may see exploration pause temporarily. Google says results should land within about 15% of the effective target over one to two conversion cycles, and that exploration is compatible with Shopping and Search campaigns running AI Max. Google's published performance figures, 27% more unique converting users and 19% more conversions at a 10% lower ROAS allowance, are for Search campaigns only.