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AAR tROAS benefit to a tCPA campaign?
Hi, one of our Google reps suggests that we turn on the AAR ‘set target ROAS’ and ‘adjust target ROAS’ settings for our campaigns that have a tCPA strategy. He say this is a loophole in the algorithm that will improve our ad rank. I’m skeptical and think that this will have no impact, and he’s doing this to meet his targets. Has anyone heard of this, used this approach and found it to have a significant benefit?
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1 Reply
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He is lying and, as you suspected, trying to get AAR options turned on to meet his targets.
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Be very, VERY cautious with AAR…!
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Don’t use AAR.
We tested this on several accounts, and even the “innocent” has major flaws or unintetional changes that will fuck up account structure, strategies, spend etc. -
Yikes. Don’t do that. You’ll spend more limited data, pushing clicks from all over the place with little value.
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The rep is confused. There is ALMOST no correlation between AAR and Ad Rank… EXCEPT that the changes made through recommendations, auto applied or manual, is that they don’t affect the algo the same as if you applied them directly since an algo made the recommendation.
Example –
* *Remove redundant keywords*
Since **Ad Rank** includes the history between your keywords and ads, if you remove what you consider a redundant keyword, the algo’s learning will be somewhat disrupted. The example above is also great backdoor way to help simplify an account.
If you are using, or intend on using, Maximize Conversions using a target CPA on all campaigns, these are fine:
* *Bid more efficiently with Maximize conversions using a target CPA*
* *Set a target CPA*Unless you have a sizeable budget, do NOT use –
* *Adjust your CPA targets*
Note – Google has said they want to move all accounts to ROAS bidding over time, which is probably why he suggested it. But that’s a separate discussion. If you don’t have both high volumes of conversions or conversion values set for each conversion action and reporting back for the last 30 days, ROAS bidding would be tank your performance.
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Don’t do this, it will literally change your bid strategy from tcpa to troas. Then, it will lower your troas.
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Wow, this is bonkers. That said, maybe he meant your recommendations score? This sort of thing surely won’t impact quality score. I don’t think it will turn your target cpa campaigns to target ROAS, but any campaigns that did happen to be target ROAS will quite quickly have their target cpa adjusted to increase spend and traffic.
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