With tROAS, advertisers can set bid limits
At the campaign or portfolio level to help keep the Google algorithm from mobile database straying too far, but Google cautions against this as it can limit the machine’s decision-making.Bidding on individual views is only available for video ads. With Cost Per View, you set a campaign-level bid limit that implies the maximum you’re willing to pay for each view or interaction with your video (whichever comes first).
In this case, you’d only be charged for a view if someone watched your video for more than 30 seconds (or the entire video if it’s shorter than 30 seconds). Otherwise, if the viewer instead clicks on a link the video shares or takes part in other calls to action (app download, etc.), you will be charged for that interaction.
Set up accurate conversion tracking
Ensure you have accurate conversion tracking in place including conversion values and that you have enough conversion performance in the recent past to leverage this strategy.
Don’t set your target ROAS too high
Also, be careful not set your target off the
bat. Start off with a goal slightly lower than what your performance has been recently, then slowly raise the target over time to achieve a more profitable ROAS.
Target Impression Share
With Target Impression Share, advertisers set a goal impression share percentage in the same way you would set a target CPA for that bidding strategy.Target Impression Share
There are three placement options you have to bid for with Target Impression Share:
Absolute Top of PageTop of PageEach of these will tell the Google algorithm different things about your preferences, and it will adjust bids accordingly.
Advertisers are also able to set a max CPC bid with Target Impression Share bidding to help guard against overspend, but Google cautions against setting it too low and throttling performance.
Like any other bidding strategy
This one has the potential to increase your bids beyond the profitability level if you’re not careful. This strategy is focused on awareness and reach (though it can be used for performance), but there are still limits to what makes sense monetarily for your campaigns.