An omnichannel retailer reports eCommerce-only ROAS, but the CEO focuses on total company health. How should the practitioner redefine the bidder's instructions?

The correct approach is to assign a value to store visit conversions. The CEO is focused on total company health, which includes both online and offline sales. By assigning a monetary value to store visits, the bidding strategy can optimize for a more comprehensive return on ad spend (ROAS) that reflects the true impact of ads on overall revenue, not just eCommerce. This aligns the bidding strategy with the CEO's goal of maximizing total sales across all channels. Switching to manual CPC would reduce the automation and potential efficiency of Smart Bidding, making it harder to optimize for complex omnichannel goals. Decreasing the daily budget might protect margins but would likely limit overall sales growth, which contradicts the CEO's focus on total company health. Adding negative keywords for online-only shoppers is irrelevant to the problem of integrating offline sales data into ROAS calculations.