If your premium beverage customer is noticing limited consistency and minimal automation while evaluating their target return on ad spend (tROAS) bid strategy in Search Ads 360, it might be because they began the evaluation between one to two weeks after implementation.
- They didn’t make optimizations or adjustments post-bid strategy launch.
- They reviewed performance data after conversion delay cycles passed.
- They began the evaluation after week four.
- They began the evaluation between one to two weeks.
The correct answer is: They began the evaluation between one to two weeks.
Explanation: It’s important to allow at least two weeks from the launch date for a bid strategy to calibrate properly before starting any evaluation of its performance. Starting the assessment too early, such as within the first one to two weeks, doesn’t give the algorithm sufficient time to adjust and learn from the data. This initial calibration period is vital, especially since consistency and the level of automation depend on the amount of conversion data and the algorithm’s learning progress.
After the bid strategy has had time to calibrate, which usually happens around the second or third week, it’s then appropriate to review and see if any constraints set within the bid strategy are hindering its optimization. If so, and if it aligns with the customer’s business objectives, adjustments to these constraints should be made to enhance the strategy’s performance and automation capabilities.
Chapter 10: Measure Bid Performance in Search Ads 360