Google’s Tal Akabas says changing tCPA, tROAS, or budgets on steady-state campaigns won’t trigger Learning - read why to skip seasonality adjustments.

Google’s Ads Product Liaison, Ginny Marvin, recently interviewed Product Manager Tal Akabas for her Ads Decoded podcast. I always love when product managers share behind-the-scenes details; you inevitably learn more than what is shared in official blog posts or launch communications. While much of the episode focused on new channel prioritization, it revealed several tactical nuggets that are immediately useful for advertisers heading into the holiday season and Black Friday Cyber Monday.

In this post, I’ll share the most interesting tidbits from their conversation. I tend to focus on technical details because that is where the real impact lies. Let’s look at what one of the leaders building Google Ads just revealed and what it means for your campaigns.

If you haven’t watched the episode, here is the context. Marvin and Akabas spend roughly 40 minutes on a wave of bidding and budgeting updates, with Channel Prioritization and Budget Allocation as the headline. Brooke Osmundson already covered that launch here at Search Engine Journal, so I keep my take on it short and spend more time on the details that got less attention.

One of the most stubborn myths in PPC is that changing a tCPA or tROAS target, or moving a daily budget by more than 20%, wipes out what Smart Bidding has learned. Google’s learning guidance distinguishes the “Learning” status in the interface from the continuous adjustments happening in the background.

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