-
Google Ads – High Search lost impression share (budget) when on Target ROAS bidding
Hi, experts!
What would you do if a campaign on Target ROAS bidding has like a 30% Lost IS (budget)?Of course, you could raise the budget but let’s say we must work within the current budget.
So, I’m thinking that the ROAS target needs to be set higher in this case because it means that there’s room for improvement. Because now our budget is not being spent well enough.
When on manual bidding, a high Lost IS (budget) definitely means there’s room for improvement by lowering the bids and making other adjustments. So, I believe it should be similar here since if we increase the Target ROAS, Google should be spending less on the least effective keywords, devices, locations etc.
Do you agree?
-
1 Reply
-
Yeah either a higher target or switch to Max Conv Value.
-
IS is only one metric that matters. With tROAS your primary goal is return on ad spend. Your actual return, as well as your conversion rates are far more important here. If you’re looking to ISLB to determine if you can scale, then I would consider geo as well in this factor before immediately deciding that your loss to budget is too high. Higher ROAS targets will mean fewer overall people that fit into that criteria. Is that more important to your goals adjusting your population size in an alternative way?
Log in to reply.