Question: An online retailer has a goal of increasing the value they see from their Search campaigns, and the Chief Marketing Officer has set a target return metric they need to achieve in the coming year. Which Smart Bidding strategy is the right fit for this organization?
- Target ROAS
- Maximize clicks
- Maximize conversions
- Target conversion value
Explanation
Target ROAS is designed for advertisers who want to optimize for conversion value while meeting a specific return goal. It uses Smart Bidding to predict the value of each potential conversion and adjust bids at auction time. This fits a Search campaign goal where value growth must stay aligned to a defined return metric. Reliable conversion values are required so Google Ads can optimize toward the desired return on ad spend.
Why the other options are incorrect
Maximize conversions optimizes for conversion volume, not a target return metric.
Target conversion value is not the standard Google Ads Smart Bidding strategy name for this objective.
Maximize clicks optimizes for traffic volume, not conversion value or return on ad spend.
Source for verification
https://support.google.com/google-ads/answer/6268637
https://support.google.com/google-ads/answer/7684216
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