New Accounts or Campaigns

• Start with Max Conversion Value or Max Conversions (little more aggressive) with no tROAS cap
• Let campaign run for a week or two and then switch to tROAS (this depends on your budget and conversion volume)
  • You have to set the tROAS to what the campaign is already hitting
    • e.g. If campaign is hitting a 250% ROAS you can’t just flick over to 400% ROAS. It will kill the campaign. Instead, set the tROAS to 10-20% above the current ROAS performance
    • Once you flick to tROAS let it settle for a week or two and thens start incrementally increasing your tROAS up to your desired goal

Control Your ROAS With Budget Control

• If your campaign is hitting your desired ROAS goal and you are limited by budget you might notice when you increase budget the ROAS will dip. This is due to Google expanding your audience reach. Give it a week or two to try and work the new data out at this higher spend range
• If your campaign struggles to hit ROAS goal with increased budget then start decreasing your budget back. This will force the smart bidding to decrease your audience reach to what it knows works the best (low hanging fruit)

<aside> 💡 Pro Tip: Don’t increase bids or budgets in big swings. Smart bidding does not like big changes. To be safe work in 10%-20% increments.

</aside>