The reason your national florist retailer is experiencing limited consistency and minimal automation after setting a target return on ad spend (tROAS) bid strategy in Search Ads 360 might be because they began their strategy’s outcome evaluation between one to two weeks after launch.
- Because they only started the evaluation after the fourth week.
- Because they reviewed their performance data after conversion delay cycles had already passed.
- Because they didn’t make any optimizations or adjustments after the bid strategy launch.
- Because they only started the evaluation between one to two weeks.
The correct answer is: Because they only started the evaluation between one to two weeks
Explanation: When a new tROAS bid strategy is implemented in Search Ads 360, it is generally recommended to wait at least two weeks before evaluating its performance. This is to account for any conversion delay and to provide the algorithm with a fair chance to calibrate based on incoming data. If the florist retailer started evaluating within the first one to two weeks, the algorithm may not have had enough time to learn and adjust, which is essential for achieving consistency and enabling automation.
After two weeks, it’s advisable to review and, if necessary, adjust the bid strategy constraints, especially if they are found to be restricting optimization. This should be done in consideration of the retailer’s business objectives to ensure the bid strategy is being given the best possible conditions to perform.
Chapter 10: Measure Bid Performance in Search Ads 360