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?

The jewelry designer encountered an error in Search Ads 360 because bid strategy performance data cannot be displayed using custom columns, as this type of reporting is not supported in that section.

• Bid strategy performance data takes longer to load
• Bid strategies must be paused to show performance
• The account is missing conversion tracking
• Bid strategy performance isn’t supported in custom columns

Explanation:

Custom columns in Search Ads 360 are designed to display metrics like clicks, conversions, and custom formulas—but they do not support bid strategy performance data. If your client wants to view bid strategy metrics (such as status or average target), they must use the Bid Strategies report section instead of relying on custom columns.