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Does frequently changing budgets on PMAX campaign on Google Ads negatively affect Ad performance?
Does Google's machine learning algorithms need time to learn and optimize your campaign based on the budget allocated. Would frequent changes disrupt this learning process, preventing the algorithm from effectively understanding how to best allocate your budget for maximum performance? or does budget changes have no impact on performance?
Also, would you recommend using ROAS that has been recommended by the AI optimisation?? I want to increase conversions tbh for this specific campaign get more people to purchase my products.
My campaigns are not performing well tis month. I changed the bidding strategy from Max Conversion to Recommended ROAS 1 week into the campaign. That week after the change the campaign had similar metrics but this week the impressions, clicks, conversion and cost have gone down. The budget fluctuate a lot in the last week from $80 to $45
Sorry not sure if anyone can help at all
THANK YOU!
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1 Reply
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Any campaign change can have a positive or negative impact on a campaign. No way to know if your budget change will do one or the other. All ad platforms need time to learn how a change will impact an ad account and the campaign. Maybe tROAS will help your campaign but without more details, it would just be a guess from anyone on here.
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Short answer: yes. However day over day review…even week over week should not be the timeline you review and make adjustments. What is your attribution window for conversions? That is key.
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Regarding frequent changes, yes it can disrupt the campaign and reset learning. It will also make it difficult for you to stabilize and understand your performance KPIs.
The budget itself, will also impact performance, particularly when you’re using tROAS and a capped budget, i.e. P-Max is able to spend 100% of your budget and currently running under your tROAS.
As for Google’s recommendation to change your tROAS, I have yet to see Google recommend raising it. This recommendation is designed to increase spending at a lower ROAS. As long as you’re okay with that you can make the change and see what happens. But generally these recommendations are designed just to make Google more money at the cost of your own profit margin.
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