Your client, a world-renowned jewelry designer, set up custom columns in Search Ads 360 to review their performance for the previous month. When they go back to consider their specific bid strategy performance, they get an error. What could be the reason for this?

Your client, a world-renowned jewelry designer, set up custom columns in Search Ads 360 to review their performance for the previous month. When they go back to consider their specific bid strategy performance, they get an error. What could be the reason for this?

• Bid strategy performance isn’t a business goal of theirs.
• Their bids were too low to show any performance.
• Their bids were too high to show any performance.
• Bid strategy performance isn’t reported in custom columns.

The Correct Answer is: Bid strategy performance isn’t reported in custom columns.✅

Why this is the right answer

Custom columns in Search Ads 360 allow advertisers to track and display metrics tailored to their specific goals—like conversion rate, clicks, ROAS, and more. However, bid strategy performance data is not supported in custom columns.

That’s because bid strategy performance metrics (like target ROAS achievement or impression share based on strategy) are reported separately in the Bid Strategies view, not within the customizable reporting columns.

If your client tries to pull bid strategy data into a custom column, the system will return an error—because that data simply isn’t available in that context.

Why the other options are incorrect ❌

Have a look at why the other options are not correct. Let’s break it down:

Bid strategy performance isn’t a business goal of theirs.

• Even if bid strategy performance isn’t a goal, that wouldn’t cause an error in reporting.
• It’s irrelevant to the technical reason behind the missing data.

Their bids were too low to show any performance.

• If the bids were too low, performance would be minimal or zero, but no error message would appear.
• The system still reports “zero” values, not errors.

Their bids were too high to show any performance.

• Similarly, high bids wouldn’t cause a reporting error.
• The campaign might spend inefficiently, but data would still appear.

Quick feature comparison

Summary

If your client gets an error when trying to see bid strategy performance in custom columns, it’s not about their bidding tactics—it’s a reporting limitation.

To view bid strategy performance, always go to the Bid Strategies tab in SA360, where dedicated metrics like “bid strategy status” and “performance against targets” are reported.

[When creating custom reports, be sure to check what data types are supported in custom columns vs. dedicated dashboards to avoid confusion and errors.]

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