Bidding exploration in Google Ads is the period when Smart Bidding experiments with different bids to gather performance data and learn how to best meet your goals. It usually happens after major changes to your campaigns and can last anywhere from a few days to a few weeks.
Which Campaigns Show the Bidding Exploration Option?
Not every campaign in Google Ads will have the Bidding Exploration feature available. It is a limited beta and appears only under specific campaign setups.
Campaigns Eligible for Bidding Exploration
- Search Campaigns using Smart Bidding with
- Target ROAS (tROAS) (tROAS is the most common strategy where Bidding Exploration is available.)
- Some advertisers have also seen it appear with Max Conversion Value, though this seems limited to beta access.
- Campaigns that use
- Broad Match Keywords
- or Dynamic Search Ads (DSA) for wider query coverage
- The feature is still being rolled out, so availability may vary by account and region
Note: – While Google highlights tROAS as the anchor bidding strategy for Exploration, it’s not universally limited to it — but advertisers should expect it to appear most often in tROAS Search campaigns.
Campaigns Where It Won’t Appear
- Display, Video, or Performance Max campaigns
- Search campaigns running on Target CPA, Max Conversions, Manual CPC, or Enhanced CPC
- Accounts with low budget or strict match types only (exact/phrase)
When Does Bidding Exploration Happen?
Bidding exploration is triggered when Google’s bidding algorithms need to re-learn. Bidding exploration in Google Ads isn’t something you manually set up — it’s an automatic process that starts when Smart Bidding needs to re-learn how to bid for your goals. It typically begins right after you make major changes that affect how the bidding algorithm works.
Common triggers include:
- Switching from manual bidding to a Smart Bidding strategy (tCPA, tROAS, Max Conversions, Max Conversion Value).
- Making significant bid strategy target changes (e.g., tCPA from ₹300 to ₹500).
- Increasing or decreasing daily budgets drastically.
- Changing campaign goals or conversion actions. For example, Adding or removing conversion actions or switching optimization from “Leads” to “Purchases,” etc.
- Large shifts in targeting (adding/removing large keyword sets), creatives, or audience segments.
Bidding exploration starts immediately after you make major changes to your campaign’s bid strategy, budget, conversion goals, or targeting that require Google’s Smart Bidding to re-learn optimal bids.
| Bidding Strategy | Bidding Exploration Active? | Notes |
|---|---|---|
| Target CPA (tCPA) | Yes | Starts after major changes to targets, budget, or goals. |
| Target ROAS (tROAS) | Yes | May last longer due to value optimization learning. |
| Maximize Conversions | Yes | Triggered when budgets or targeting change significantly. |
| Maximize Conversion Value | Yes | Triggered by budget/goal changes or data resets. |
| Manual CPC | No | No exploration — bids are manually controlled. |
| Enhanced CPC (ECPC) | No formal phase | Adjusts bids automatically but doesn’t enter “learning” mode. |
When You Might Avoid It
If you’re using manual bidding or Enhanced CPC, there’s no “exploration phase” because
- You’re manually setting bids (no machine learning system to “re-learn”).
- Google doesn’t need to test a range of bids — you control them directly.
- Performance changes happen instantly based on the bid you set, without an algorithm-driven learning process.
But you also lose the automation and data-driven optimization benefits that Smart Bidding provides.
Key Factors That Matter for Better Bidding Exploration
| Factor | Why It Matters |
|---|---|
| Accurate Conversion Tracking | The algorithm learns from conversions — incorrect or missing data leads to poor bidding decisions. |
| High Conversion Volume | More data means faster and more confident bid adjustments. |
| Stable Campaign Settings | Frequent changes reset exploration, slowing progress. |
| Broad Match Keywords (with controls) | Gives access to more search variations, increasing data flow. |
| Appropriate Budget Size | Too low = limited testing; a higher budget allows more bid experiments in less time. |
| Strong Historical Data | Applying Smart Bidding to a well-performing campaign gives it a better starting point. |
| Seasonality Adjustments | Telling Google about predictable spikes/drops prevents overlearning from short-term patterns. |
| Negative Keyword Management | Filters out irrelevant traffic so exploration focuses on valuable searches. |
| Audience Layering | Adding signals like remarketing lists or customer match improves targeting accuracy. |
What to Expect During the Exploration Phase
Performance may feel unpredictable, but it’s part of the learning process. Here’s what you might notice:
| Metric | Possible Change During Exploration |
|---|---|
| CPC | May rise or fall significantly as bids are tested |
| Conversions | May drop temporarily before stabilizing |
| Impressions | Could increase or decrease depending on bid shifts |
| ROAS / CPA | Temporary volatility as Google tests the limits |
Best Practices During Bidding Exploration
- Avoid Additional Changes — Let Google collect enough data without new disruptions.
- Monitor KPIs Daily, But Don’t Panic — Temporary spikes or drops are normal.
- Allow at Least 2–3 Weeks Before Judging Performance — Ending exploration early can prevent algorithms from finding optimal bids.
- Keep Budgets & Targets Realistic — Sudden aggressive targets can prolong exploration.
When to Step In
You should consider making adjustments if:
- CPC increases are unsustainable and budgets are being exhausted early.
- No performance stabilization after 3–4 weeks.
- You observe “learning loops” — exploration keeps restarting after small changes.
- Seasonal demand shifts mean the current testing is no longer relevant.
FAQs About Bidding Exploration in Google Ads
1. How long does bidding exploration last?
Typically 7–14 days, but it can extend up to 3–4 weeks in low-data scenarios.
2. Can I skip or shorten exploration?
Not directly, but you can speed it up by maintaining steady budgets, targets, and conversion tracking.
3. Why is my CPC spiking during exploration?
Google may be testing higher bids to see if better placements improve conversion volume or value.
4. Does bidding exploration affect all Smart Bidding strategies?
Yes, though duration and volatility differ between tCPA, tROAS, Max Conversions, and Max Conversion Value.
Key Takeaway
Bidding exploration is not a sign of something “wrong” in your campaign — it’s Google’s way of finding the most effective bid for your goals.
Understanding its triggers, being patient during the process, and knowing when to step in can prevent wasted spend and ensure smoother campaign performance.
If you want to minimize disruption from bidding exploration and improve Smart Bidding stability, our team at Karooya can help analyze your campaigns and apply changes that reduce unnecessary re-learning.
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