Level: Advanced
Rather than optimizing each campaign in isolation, portfolio bidding manages budget and bids across a group of campaigns toward a shared overall goal.
Shift Budget Toward the Portfolio's Best Performers in Real Time
A portfolio approach can automatically reallocate budget toward whichever campaigns within the group are currently performing best, rather than requiring manual, periodic rebalancing.
Set a Shared Goal Across the Portfolio
Defining a consistent target, like an overall CPA or ROAS across the full group of campaigns, gives the portfolio strategy a clear, unified objective to optimize toward.
Understand This Requires Trusting the Algorithm With More Control
Portfolio-level automated strategies necessarily reduce granular, campaign-by-campaign manual control in exchange for more efficient overall allocation.
Next step: Use the Sales Letter Writer to make sure every campaign within a shared portfolio has genuinely strong, distinct creative, since an automated system reallocating budget toward "better performers" will simply starve campaigns with weaker copy rather than fix them.