While working with a national florist retailer, you learn that they set a target return on ad spend (tROAS) bid strategy in Search Ads 360 then noticed limited consistency plus minimal automation after evaluating the strategy's outcome. Why might that be?

Because they only started the evaluation after the fourth week.

Because they only started the evaluation between one to two weeks.

Because they reviewed their performance data after conversion delay cycles had already passed.

Because they didn't make any optimizations or adjustments after the bid strategy launch.

Certification program: 👉 Google Search Ads 360 certification exam

Explanation: If there’s no conversion delay in your customer’s Search Ads 360 campaign, the optimal timeframe to make optimizations to their just-launched bid strategy would be “during weeks two to three.” In a scenario without conversion delay, the initial weeks of the campaign provide sufficient data for advertisers to evaluate performance trends and make informed adjustments. Waiting until weeks two to three allows for the collection of substantial data while ensuring that optimizations are implemented early enough to enhance the bid strategy’s effectiveness. Unlike options suggesting week one or weeks four to eight, the recommended timeframe strikes a balance between gathering enough data for meaningful insights and initiating timely optimizations in the Search Ads 360 platform.

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Unlocking the Potential of tROAS Bid Strategy in Search Ads 360

In the world of digital advertising, achieving a target return on ad spend (tROAS) is a common objective for businesses looking to optimize their advertising investments and drive profitable growth. When working with a national florist retailer, implementing a tROAS bid strategy in Search Ads 360 (SA360) seemed like a promising approach to maximize returns. However, upon evaluation, the retailer noticed limited consistency and minimal automation in achieving their desired outcomes. Let’s delve into why this might be happening and explore practical insights for unlocking the full potential of the tROAS bid strategy.

Understanding tROAS Bid Strategy

tROAS bid strategy in SA360 is designed to help advertisers achieve a specific return on investment (ROI) target by automatically adjusting bids based on the likelihood of conversion value. This strategy utilizes historical data and machine learning algorithms to optimize bids in real-time, with the goal of maximizing revenue while maintaining the desired ROAS.

Challenges and Limitations

1. Data Quality and Consistency

One common challenge with tROAS bid strategies is ensuring the quality and consistency of data inputs. Fluctuations in conversion tracking, seasonality, or external factors can impact the accuracy of bid adjustments, leading to inconsistent performance outcomes.

2. Lack of Automation

While tROAS bid strategy offers automation capabilities, it may not always deliver the level of automation desired by advertisers. Manual intervention and adjustments may still be necessary to fine-tune bidding strategies and optimize performance effectively.

3. Limited Control

Adopting a tROAS bid strategy requires relinquishing some level of control over bid adjustments to the algorithm. This lack of control can be unsettling for advertisers who prefer more hands-on management of their campaigns and bidding strategies.

Practical Insights and Solutions

1. Data Quality Assurance

Ensure the accuracy and reliability of conversion tracking data by regularly auditing and verifying conversion tags. Address any discrepancies or issues promptly to maintain data integrity and optimize bid strategy performance.

2. Continuous Monitoring and Optimization

While tROAS bid strategy offers automation, it’s essential to continuously monitor performance metrics and make manual adjustments as needed. Regularly review campaign performance, identify areas for improvement, and fine-tune bidding strategies to achieve optimal results.

3. Experimentation and Testing

Experiment with different bidding strategies and settings to identify the most effective approach for achieving the desired tROAS target. Test variations in bid adjustments, target ROAS thresholds, and campaign settings to determine the optimal configuration for your specific business objectives.


While tROAS bid strategy in Search Ads 360 offers a powerful tool for optimizing advertising investments and driving profitable returns, challenges such as data quality issues, limited automation, and lack of control can hinder its effectiveness. By implementing proactive measures such as data quality assurance, continuous monitoring and optimization, and experimentation and testing, advertisers can overcome these challenges and unlock the full potential of the tROAS bid strategy. With a strategic approach and a commitment to refinement and optimization, advertisers can achieve their target ROAS goals and drive sustainable growth in their digital advertising campaigns.

With a focus on addressing challenges and implementing best practices, advertisers can maximize the effectiveness of tROAS bid strategy and unlock new opportunities for success in the competitive digital landscape.

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