Available Value-based Optimization bidding strategies for web

Bid Strategy

Scenario

Considerations

Minimum ROAS

•​ You want to meet or exceed a specific return on ad spend (ROAS).

• You require more control over the purchase value you generate from ads than what is possible with the highest value bid strategy.

•​ If your minimum ROAS value is set too high, ad delivery may sometimes stop and your budget may not be spent in full.

•​ The system will aim to stay above the minimum ROAS control you specify, but it's not guaranteed.

•​ If your goal is spending your budget in full than always meeting or exceeding a specific ROAS, highest value bidding may be a useful option.

Highest Value

•​ You want to spend your budget in full while focusing on getting higher value purchases.

•​ When you use highest value, the system aims to fully spend your budget and bid for the highest possible purchase value.

•​ Your ROAS may decrease as your cost increase.