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Bidding strategies and target ROAS

How smart bidding works, how to choose and change a target ROAS, and why targets stop being met.

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Google Ads Bidding Strategies: Choose by Monthly Conversions

Find the strategy your Shopping and Performance Max campaigns can carry: under about 30 conversions a month, one campaign without a target, steered by budget.

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Maximize Conversion Value: With or Without Target ROAS?

See when a store should run Maximize conversion value with no target and when a Target ROAS pays off, starting from the break-even ROAS your margin sets.

How Smart Bidding Works and What It Can't Fix

See what Smart Bidding learns from in a store account and why, in our data, ROAS moves with conversion rate and average order value rather than cost per click.

Target ROAS (tROAS) in Shopping and PMax: Set, Adjust, Check

Find a Target ROAS for Shopping and Performance Max that stays above break-even and still spends the budget, then change it by no more than 15% at a time.