You want to use Performance Max for conversion value but are concerned about inefficient spend. Which optional secondary bid strategy should you select?

Analysis of Correct Answer(s)

• Target Return On Ad Spend (tROAS) is the correct optional secondary bid strategy. When your primary goal is Maximize conversion value, adding a tROAS target provides a crucial layer of control over your ad spend efficiency.
  • It instructs Google's AI to not only seek the highest possible conversion value but also to achieve a specific return for every dollar spent.
  • This directly addresses the concern of inefficient spend by ensuring that the campaign prioritizes conversions that meet your minimum profitability threshold, effectively managing your Return on Investment (ROI).

Analysis of Incorrect Options

• Manual Max CPC: This bidding strategy is not compatible with Performance Max campaigns, which are fully automated and require a Smart Bidding strategy to operate effectively across Google's entire inventory.
• Enhanced CPC (eCPC): This is a feature that adjusts manual bids, not a standalone bid strategy suitable for the fully automated Performance Max campaign type.
• Maximize Clicks: This strategy's primary goal is to drive the highest volume of traffic, not to generate valuable conversions. Choosing this would likely lead to inefficient spend, as it doesn't prioritize users who are likely to convert or generate high value.