Your client, a world-renowned jewellery 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?

Custom columns in Search Ads 360 allow you to create custom metrics and calculations based on existing data, but they do not support reporting on bid strategy performance directly. Bid strategy performance is typically analyzed through dedicated bid strategy reports or by reviewing the bid strategy's impact on standard metrics like conversions, CPA, or ROAS over time. The other options are incorrect because bid levels (too high or too low) would affect ad performance, not the ability to report on bid strategy within custom columns. Also, a client's business goals do not dictate Search Ads 360's reporting capabilities.