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If you don’t start PMAX with max conversions and start with Troas instead, what are the consequences?
Hey, my caimpaign is going okay but just okay. It was doing better last month when I was selling higher value items. This month only lower priced items are selling, I'm barely breaking even… CPC is $51 over the 3 months the caimpaign is running.. I've increased by budget to approx $90 usd per day yesterday from $75, last 30 days I think 60 conversions approx. 2.7 roas. I need more to make this work.
As my agency had Troas set initially at 500% then I lowered it to 300%, then I lowered again to 250% as the caimpaign stopped spending.
The more I read, I'm realising I should have started with Max conversions.. what are the consequences of not starting the caimpaign like that? Should I switch it over now and just see what happens?
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1 Reply
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Starting with TROAS or TCPA straightway will throttle the campaign and will most likely underperform.
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Are you even sure your bid strategy is the issue?
Your post history would suggest that your issue is largely based on not reacting to the right situation fast enough or when you should. 60 purchase conversions in the last 30 days is more than enough to make PMax work at this point. This means your issue could be your shopping feed or other assets within your PMax campaigns. When you had 20 conversions in a 30 day period, that was going to make PMax harder to work. You are past that issue now.
I imagine you mean CPA when you said CPC is $51. If you want to get that $51 lower, then you need to figure out why it is so high and changing the bid strategy will have limited impact on that. You are better off starting at the source, which is a shopping feed and optimizing that to help get better performance.
If you are going to run your own ads then you need to know when to disregard past issues and when to focus on the current issues of the day. Focusing on past issues that are no long an issue or not understanding when the market has changed is just going to cause you to under perform in the ad account.
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You should’ve started with max conversions, switch now and monitor the performance difference.
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Eh, I kicked off a campaign recently with tROAS using my historical ROAS from other campaigns. It was fine and was profitable after the first couple weeks.
From a traditional “best practices” standpoint, I’d recommend maximize conversions or ROAS without a target ROAS to start. Then after you get a few conversions, set the target ROAS and move it up as your campaign becomes more profitable.
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