Target Impression Share Target ROAS (Return on Ad Spend) Viewable Impressions Max Clicks Max Conversions Manual (with optional eCPC) Target CPA (Cost Per Acquisition)
At least 50 display conversions or 100 search conversions in a 30-day period No conversion requirement 15 conversions in a 30-day period
You are under pressure to get lots of volume You are struggling to get conversion tracking to work correctly You don’t have time to work on creative
You don’t have time to work on creative. You are struggling to get conversion tracking to work correctly. You are under strict brand requirements.
They don’t – they are purely for account managers to test what works. They are 5-day periods where there shouldn’t be any changes to the campaign budgets/bidding strategies while the…
RSAs require human input for all fields, while DSAs only let you edit descriptions. There is no difference. RSAs change formats depending on the device, whereas DSAs don’t.
Video Display Gmail Search Shopping
Manual Bidding Smart bidding (Target CPA, Target ROAS, Max Conversions) Automated Bidding (Target Impression Share, Max Clicks, Enhanced CPC)
There is no difference. Target CPA guarantees a price per conversion, whereas Max Conversions does not. Max Conversions brings volume, whereas Target CPA focuses on keeping costs per conversion on…