{"id":590,"date":"2022-02-15T20:00:00","date_gmt":"2022-02-15T19:00:00","guid":{"rendered":"https:\/\/nilsrooijmans.com\/daily\/?p=590"},"modified":"2024-04-04T10:55:52","modified_gmt":"2024-04-04T08:55:52","slug":"smart-bidding-and-guardrails","status":"publish","type":"post","link":"https:\/\/nilsrooijmans.com\/daily\/smart-bidding-and-guardrails","title":{"rendered":"smart bidding and guardrails"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Some Google Ads campaign managers say that ROAS or CPA targets safeguard your smart bidding campaigns. In my experience, this is only true if your target is very close to past averages.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If a ROAS target is set, say 1.5x or 2x your last_30_days average (or any realistic ROAS altogether), it is likely to stop the campaign from generating any clicks. In the other way around, set it at 70% or even 50% of your last_30_days average, and your campaign will spend like crazy with hardly any extra conversions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">ROAS targets don&#8217;t safeguard your campaigns. A decent setup does.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If your campaign manager says that a ROAS or CPA target is necessary to &#8220;safeguard smart bidding,&#8221; politely suggest that if they <em>really\u00a0<\/em>want to safeguard smart bidding, they should invest some time in a proper setup.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">My $0.02. Your ROAS may vary.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8211; Nils<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Some Google Ads campaign managers say that ROAS or CPA targets safeguard your smart bidding campaigns. In my experience, this is only true if your target is very close to past averages. If a ROAS target is set, say 1.5x or 2x your last_30_days average (or any realistic ROAS altogether), it is likely to stop &hellip; <a href=\"https:\/\/nilsrooijmans.com\/daily\/smart-bidding-and-guardrails\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;smart bidding and guardrails&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-590","post","type-post","status-publish","format-standard","hentry","category-google-ads"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>smart bidding and guardrails - Nils Rooijmans<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nilsrooijmans.com\/daily\/smart-bidding-and-guardrails\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"smart bidding and guardrails - Nils Rooijmans\" \/>\n<meta property=\"og:description\" content=\"Some Google Ads campaign managers say that ROAS or CPA targets safeguard your smart bidding campaigns. 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