Question

Has anyone had more success in a Target CPA vs Target ROAS automated bid strategy (both Search and Shopping)? Speaking from a medium-high volume, short lead time consumer products perspective where we want to scale spend against campaign/account ROAS as priority metric.  

Answer 1

TCPA worked better for me on Search and Display

Answer 2

I found Target CPA to be working better than target ROAS in the following case: In low volume (less than 300 per month), high value (submitted forms with 400$+ value) situations when the final value that you pass on your conversion pixel is stable. Let me clarify: You have a leadgen campaign that sends traffic to a form with less than 200 conversions per month and the value of each lead is 500$? then I would go with TCPA You have a leadgen campaign that sends traffic to a form with an average leads per month 400+ and the value of each lead ranges from 10$ to 60$ (the numbers are made up just to represent a big gap in final values). I would go with TROAS.