Google has introduced a new tROAS (target Return on Ad Spend) Insight Box for Performance Max and Standard Shopping campaigns, offering advertisers enhanced visibility into campaign performance.
Why it matters. This update provides ecommerce advertisers with a clearer understanding of their ROAS performance relative to their targets, potentially enabling more informed optimization decisions.
How it works.
- Displays whether Actual ROAS falls within the expected range.
- Shows weekly ROAS averages, including projected conversions.
- Calculates typical variation based on historical campaign data.
Key features.
- Visual graph of ROAS performance over time.
- Indication of whether the campaign is on track to meet goals.
- Inclusion of projected conversions in the analysis
Why we care. This update essentially empowers advertisers to make more data-driven decisions about their tROAS strategies, potentially leading to improved campaign performance and more efficient use of ad spend.
First spotted. This update was first seen on Thomas Eccel’s X post:
The big picture. This tool acknowledges that while individual conversion values may fluctuate above or below the target, Google Ads aims to maintain overall conversion value per cost equal to the set target ROAS.
What to watch. How this new insight box influences advertisers’ strategy for setting and adjusting tROAS in their shopping campaigns.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
