Question 1

Why can't we just turn on tROAS & leave it on?

Accepted Answer

Every time we apply tROAS, it stops the algorithm’s learning process and prevents us from infusing more spend into the campaign. While the tROAS setting is applied, the algorithm "muscle" atrophies.

Often times, over-pacing to force the algorithm to learn and grow, and then pulling back on the spend to allow the ROAS to shoot up, is better than simply applying a tROAS goal - it’s like telling the algorithm to “only use the knowledge you already have to try to spend the budget and hit the goal.”

Doing this causes problems because the knowledge it has doesn't update with the ever-shifting market of new users, which causes the algorithm to not be able to spend the full budget, and ultimately causes us to fall behind on spend, and lose valuable time in the learning process.

We only apply it for short periods of time, and we have to sync it up during a portion of the month when we want to push the algorithm in that particular direction (high return), but it's not a long-term solution to achieve high performance.

Question 2

How do I grow/scale quickly?

Accepted Answer

Trying to Scale/Grow Quickly - Training Video Here

Sometimes the ROAS will plateau, so you need to take a risk and apply more budget into the smart shopping campaign, turning off the “Target Roas goal” (this is an optional goal that lives inside the bidding strategy of “Maximize conversion value” inside of Smart Shopping Campaigns) temporarily in order to see if we can force the algorithm to “tap into” new audiences.

Why can't we just turn on tROAS & leave it on?

How do I grow/scale quickly?

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