Bidding and optimization
Target ROAS
An automated bid strategy that tries to get as much conversion value as possible at or near a set return on ad spend.
What it is
It bids more for auctions likely to bring high-value conversions and less for low-value ones.
Why it matters
For e-commerceIt suits stores and any business that can send a value with each conversion.
In practice
Base the target on break-even ROAS and recent results; it needs consistent conversion values to work.
A common mistake
Setting one high target for everything, which shrinks delivery to the easiest sales.
All terms