If after setting a target return on ad spend (tROAS) bid strategy in Search Ads 360 you observe limited consistency and minimal automation in the strategy’s progress, it’s likely because the evaluation began too early, between one to two weeks after launch.
- You started the evaluation after week four.
- You didn’t make optimizations or adjustments post-bid strategy launch.
- You reviewed performance data after conversion delay cycles passed.
- You started the evaluation between one to two weeks.
The correct answer is: You started the evaluation between one to two weeks
Explanation: It’s advisable to wait at least two weeks after launching a new bid strategy before evaluating its performance. This period is essential to allow the algorithm sufficient time to calibrate, which is influenced by the volume of conversion data. Starting the evaluation within the first one to two weeks does not provide the bid strategy with a fair opportunity to adjust and learn from the data.
During the second or third week post-launch, you should review the bid strategy to see if any constraints are restricting the optimization process. If so, and if it aligns with your business objectives, you can adjust these constraints. This timing ensures you are making informed decisions based on adequate data and the system’s learning outcomes.
Chapter 10: Measure Bid Performance in Search Ads 360