Question: An agency just launched a target ROAS bid strategy for a premium branding client. Why should they wait for two to three conversion delay cycles before assessing the strategy's performance?
- To prevent the AI from making any bid adjustments.
- To make sure all keywords are manually approved by the engine.
- To allow the system time to gather data and reconfigure optimizations.
- To wait for the client to increase the daily budget cap.
Explanation
A new Target ROAS bid strategy needs enough conversion data before performance can be evaluated reliably. Conversion delay means some conversions are recorded after the click, so recent results may be incomplete. Waiting two to three conversion-delay cycles allows the strategy to stabilize and incorporate the data needed to optimize consistently. This reduces the risk of judging performance while the bid strategy is still learning.
Why the other options are incorrect
Daily budget cap affects spend limits, but it is not the reason for waiting through conversion-delay cycles.
Manual keyword approval is not required for a Target ROAS strategy to learn.
Preventing bid adjustments is incorrect because automated bidding continues adjusting bids during the learning period.
Source for verification
https://support.google.com/sa360/answer/16871384
https://support.google.com/sa360/answer/9916580
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