A brand advertiser has strong ROAS on a retail media campaign but wants to get more value still. If the campaign is not capped by budget, what are the best optimization strategies to apply?
Increase the campaign bids by 10%
Target all eligible products
Increase the daily budget
Certification program: 👉 Microsoft Advertising Shopping certification exam
Explanation: For a brand advertiser experiencing a strong Return on Ad Spend (ROAS) on their retail media campaign and seeking to derive even more value, while not being limited by budget constraints, several effective optimization strategies should be considered. Firstly, increasing the campaign bids by 10% is a strategic move. By raising the bids, the advertiser can potentially win more auctions and achieve higher ad placements, which can lead to greater visibility and increased click-through rates. This increased exposure is likely to attract more qualified traffic, thereby driving more conversions and enhancing overall campaign performance. Secondly, the advertiser should target all eligible products. Expanding the campaign to include a wider range of products maximizes the reach and leverages the existing strong ROAS across a broader product spectrum. This strategy ensures that the advertiser is capitalizing on all possible opportunities to engage with potential customers who might be interested in different products within their portfolio. Lastly, while not the primary optimization strategy in this scenario, increasing the daily budget could complement the aforementioned tactics if the campaign is performing exceptionally well and there’s confidence in continued high performance. By raising the daily budget, the advertiser ensures that the campaign has sufficient funds to capitalize on the increased bids and expanded product targeting throughout the day, preventing any potential losses in momentum due to budget exhaustion. However, this should be done with careful monitoring to ensure that the additional spend continues to yield a high ROAS. Collectively, these strategies—incrementally increasing bids, expanding product targeting, and adjusting the daily budget—are integral for an advertiser aiming to maximize value from a well-performing retail media campaign without being constrained by budget limitations.
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