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Regularly Changing Target ROAS – Good or Bad
Posted by on January 14, 2021 at 12:01 pmWe currently use smart shopping on our account on 90% of our campaigns, and the directors want me to increase the target ROAS each week by 1%. Is this a good ideas ?
My initial concern is that a too regular change, and will not allow the algorithm to bed in. But maybe because the change is so marginal that this wont be an issue.
I have suggested making a bigger changes but less regular, so 10% every month or 10 weeks.
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1 Reply
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You can make changes to the ROAS target as much as you like if it’s between 15-20%. Changing in that range won’t throw the campaign into learning anymore.
Only time I would be more careful about changes is when Black Friday and other big holidays are about to show up.
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