What would be a suitable secondary bid strategy for running Smart Shopping campaigns with Maximize Conversion Value?

In the context of Smart Shopping campaigns utilizing a Maximize Conversion Value strategy, a suitable secondary bid strategy would focus on achieving a specific return on investment while allowing the system to optimize for higher conversion values. Target Return On Ad Spend (tROAS) is designed to help advertisers optimize their bids in a way that aligns their advertising spend with their desired return.

By employing tROAS, advertisers can specify the value they want to achieve for every dollar spent on ads, thus allowing Google’s algorithms to adjust bids accordingly. Since the primary strategy is focused on maximizing the conversion value, setting a target return on ad spend complements this by ensuring that while the campaign looks to maximize overall value, it also generates an efficient return, allowing for better management of the advertising budget.

Additionally, tROAS incorporates the benefits of machine learning to continuously adjust bids during auctions, making it particularly effective in dynamic environments, such as those often encountered in e-commerce advertising. The focus here is on aligning with a cost-efficient approach while still trying to maximize overall conversion value.

Other strategies like Maximize Clicks may not align with the goal of maximizing conversion value, as they prioritize attracting traffic rather than maximizing the revenue generated from conversions. Enhanced CPC provides adjustments to bids but doesn't