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Target CPA and Target ROAS Changes Coming to Google Ads

Published on: December 7 2022 by Paid Media Pros

Google Ads is a popular advertising platform that offers various targeting and bidding options to advertisers. Target CPA (Cost per Acquisition) and Target ROAS (Return on Ad Spend) are two such bidding strategies that help advertisers achieve their advertising goals efficiently. Google Ads is now introducing changes to these bidding strategies to make them more effective for advertisers.

Changes to Target CPA:

1. More flexibility in setting the CPA target

2. Option to set a different CPA target for each campaign

3. Automatic adjustments to bids based on performance data

4. Simplified bidding process

Changes to Target ROAS:

1. More flexibility in setting the ROAS target

2. Option to set a different ROAS target for each campaign

3. Automatic adjustments to bids based on performance data

4. Simplified bidding process

Benefits of the Changes:

1. More control over bidding strategy

2. Increased efficiency in achieving advertising goals

3. Improved performance of campaigns

4. Simplified bidding process saves time and effort

Google Ads' changes to Target CPA and Target ROAS bidding strategies are aimed at providing advertisers with more flexibility and control over their campaigns. These changes are expected to improve campaign performance and help advertisers achieve their advertising goals efficiently. Advertisers should take advantage of these changes and adjust their bidding strategies accordingly to reap the benefits.

Target CPA and Target ROAS Changes Coming to Google Ads

- Google recently announced changes to bidding strategies, specifically getting rid of Target CPA and Target ROAS

- However, this is just a reorganization of the functionality and not a complete removal of these strategies

- This video will walk through how to set up these bidding strategies moving forward and revisit some best practices

Setting up Bidding Strategies:

- Changes will be rolled out at the individual campaign bid strategy level

- Access bidding strategies through the Settings tab and Bidding section

- Can choose from a drop-down list or use the Get Guidance option

- Target CPA and Target ROAS will be rolled into Maximized Conversions and Maximize Conversion Value, respectively

- Can still set a target CPA or target ROAS under these new bidding strategies

Best Practices:

- Target CPA works best with lots of conversion data and controlling CPAs, but can limit volume

- Target ROAS is best for varying conversion values and balancing them out over time, but can also limit volume

- Changes are a reorganization of existing functionality, not a complete removal

- Google's changes to bidding strategies may seem concerning, but they are just a reorganization of existing functionality

- Advertisers can still set up Target CPA and Target ROAS under the new Maximized Conversions and Maximize Conversion Value bidding strategies

- Best practices include considering volume limitations and choosing the right bidding strategy for your conversion data and values

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