Which optional secondary bid strategy should you select for Performance Max if you want to focus on conversion value but avoid inefficient spending?

Selecting Target Return On Ad Spend (tROAS) as the optional secondary bid strategy for Performance Max is a strategic choice focused on maximizing conversion value while controlling for efficiency in spending. This approach allows advertisers to specify a desired return on ad spend, meaning that the strategy will optimize bids to achieve a level of return that aligns with the set target.

By choosing tROAS, you are essentially instructing the bidding algorithm to prioritize not just generating conversions but to do so with a specific financial goal in mind. This helps to ensure that spending is aligned with expected revenue from those conversions, thereby reducing the likelihood of inefficient spending. The algorithm evaluates potential conversions and assigns higher bids to those expected to yield a greater return, ensuring your budget is utilized effectively.

This strategy is particularly advantageous when businesses have specific profitability goals they wish to meet, as it provides a clear financial target that can guide the bidding process. In contrast, strategies that focus solely on maximizing clicks can lead to higher traffic but do not necessarily ensure that this traffic converts into valuable customer actions.