On this page
The short answer
Portfolio bid strategies that no campaign uses cost nothing, which is why they survive for years. Oppy lists them, including ones built on strategies Google has since retired, as clutter worth clearing.
Why it matters
Someone reading the bid strategies screen cannot tell which ones matter. The next campaign may be attached to the wrong one by mistake, inheriting a target set for a different job years ago.
Some unused strategies use types Google no longer offers, such as target search page location. They cannot even be reused as they are.
How Oppy decides
The check reads every portfolio bid strategy in the account with the number of campaigns attached.
Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.
When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.
| This check | |
|---|---|
| Step of the audit | Structure |
| What it reads | Portfolio bid strategies |
| Needs trustworthy conversions | No. It does not wait for the tracking step. |
| What happens next | Reported in the audit with the rows behind it. The decision stays with you. |
Check it yourself in Google Ads
- In Google Ads, open Tools, then Budgets and bidding, then Bid strategies.
- Add the Campaigns column if it is not shown.
- Note every strategy with 0 campaigns.
- Check its type: some may be strategies Google no longer supports.
What to do about it
Remove the unused strategies you will not need again. Keep one only if you plan to attach a campaign to it soon, and rename it so its purpose is clear.
Name strategies after their goal and target, so the next person picks the right one.
Terms on this page
Other checks in this area
The checks next to this one in Bids and targets, each with its own page.