Let’s say you’re using Maximize conversions with a target CPA bid strategy, and you want to move to Maximize conversion value with a target ROAS. At the same time, you want to change your account level conversion goal by moving to a new conversion goal or modifying the existing composition (adding or removing conversion actions as primary). You can use the steps in this article to make those changes and manage performance.
Recommended steps
Identify the new or existing conversion goal you will be setting as your account level goal.
- If you are adding new conversion actions to an existing goal, start by creating them. Do not mark them as primary or account default yet. Ensure that the conversion goal is correctly set, and that everything is configured and reporting values show correctly before moving to step #2.
Based on your selection in #1 above:
- a. Change to the new conversion goal (set as account level default) or
- b. Change composition of conversion goal (add or remove conversion actions as primary)
Continue using Target CPA for approximately 3 conversion cycles (or 4 weeks) while Smart Bidding trains on the reported conversion values.
- a. Mitigate performance fluctuations by adjusting CPA targets.
- b. Gradual target changes are recommended. However, if there is a significant difference in conversion rate and volume consider larger target changes.
Switch to Maximize conversion value with a Target ROAS, using the previous 4 week historical ROAS (excluding conversion delay) to determine your target.
Smart Bidding will adjust to the new target over the next 2-3 conversion cycles. Adjust ROAS targets and/or budgets to manage performance.
