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Question regarding Google Smart Shopping and Target ROAS
Posted by on August 11, 2021 at 2:03 pmWhen starting a smart shopping campaign, I use a maximize conversion value strategy for the first 15ish conversions, just as google recommends, and then switch to a tROAS strategy. However, I never know if I should set the target just a bit higher than its current ROAS and incrementally move it up after it reaches the target, or if I should just set the target to the ROAS I actually want and let it do its thing.
To give an example: I start a campaign on maximize conversion value and let it run for 2 weeks. I check on the campaign and it now has 16 conversions and its hitting a ROAS of 2.1. I want to get the campaign running at a 7 ROAS. Do I set the tROAS to 700% right away? Or do I set the tROAS to something like 400% and wait for the campaign to hit its target and then bump the target to 500% and repeat?
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I worry that if I set the tROAS too high that it may completely choke out the campaign because its trying too hard to maintain the target
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3 Replies
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I typically make gradual increases from actual performance towards goal numbers (if they’re far off). If you’re at 2.1 (210% ROAS), I’d recommend changing first to 300%, then once you’re hitting that for at least a week, bump that to 400% to 450%, rinse and repeat.
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Agree I would go incremental. Targets that are toohigh tend to kill volume. Would venture to say, if you are hitting 7x on a lower target, No need to adjust
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Yup, usually start where it is or a tad higher and then make incremental changes.
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