If you were advising a client who wanted to run on Smart Shopping campaigns and use Maximize Conversion Value as a bid strategy, which secondary bid strategy should you advise them to choose?
- Target Return On Ad Spend (tROAS)
- Enhanced CPC
- Maximize Clicks
- Manual Max CPC
Explanation:
If advising a client who seeks to run on Performance Max with Maximize Conversion Value as their bid strategy, the recommended optional secondary bid strategy would be Target Return On Ad Spend (tROAS), as correctly identified in the answer. Maximize Conversion Value bid strategy focuses on optimizing towards maximizing the conversion value within a specified budget. Pairing this with tROAS allows advertisers to further refine their bidding approach by targeting a specific return on ad spend. tROAS automatically adjusts bids to maximize the conversion value while aiming for the desired return on ad spend. This strategy is particularly beneficial for advertisers who prioritize achieving a specific return on their advertising investment, allowing them to allocate their budget more effectively and achieve their desired performance goals. Therefore, advising the client to use tROAS as an optional secondary bid strategy complements their primary bid strategy of Maximize Conversion Value, enhancing the overall effectiveness and efficiency of their Performance Max campaign.
Performance Max campaigns offer two optional secondary bid strategies to accompany the primary Maximize Conversion Value bid strategy: CPA target and tROAS. Among them, Target Return On Ad Spend (tROAS) is specifically designed to achieve maximum conversion value, set at a determined return on ad spend. The added advantage of tROAS is its capacity to integrate offline performance metrics, such as store visits, thus encompassing an omnichannel approach to performance evaluation.
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