Maximise Conversion Value 𝐯𝐬 Target ROAS (tROAS) in Google Ads 🤔

In mature accounts, I often have a blend of campaigns using different bidding strategies for different reasons

Here are some pros and cons of using Max. Conv. Value vs tROAS:

➡ 𝐌𝐚𝐱𝐢𝐦𝐢𝐬𝐞 𝐂𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧 𝐕𝐚𝐥𝐮𝐞

▪ Control performance by adjusting the 𝐛𝐮𝐝𝐠𝐞𝐭 up/down

▪ I often set the budget relatively low at first, and scale carefully since the full budget will be spent each day

▪ This strategy prioritizes spending your total daily budget, while aiming to generate as much revenue as possible within the budget

▪ Great for driving a consistent volume of traffic and ad spend and (often) predictable levels of revenue

▪ Not great for hitting a consistent in-platform ROAS goal

➡ 𝐓𝐚𝐫𝐠𝐞𝐭 𝐑𝐎𝐀𝐒

▪ Control performance by adjusting the 𝐛𝐢𝐝 up/down

▪ I often set the bid, then wait for up to four weeks with a flexible budget to determine if the campaign was able to hit target

▪ This strategy prioritizes hitting your average target ROAS over the past 30 days within your budget

▪ Great for driving consistent campaign-level ROAS goals

▪ Not great for driving a consistent volume of traffic and ad spend unless you have a campaign with a consistent volume of revenue (does that even happen? 🤷‍♂️)