If you were advising a client who wanted to run on Performance Max and use Maximize Conversion Value as a bid strategy, which optional secondary bid strategy should you advise them to choose?
Correct Answer
Target Return On Ad Spend (tROAS)
Key takeaways
Target ROAS is the optional secondary target for maximise conversion value.
It adds an efficiency commitment to a strategy that otherwise just maximises revenue.
Click-based and manual strategies cannot express a revenue target.
Why is this the correct answer?
Maximise conversion value pursues as much revenue as the budget can buy, without committing to an efficiency level. Adding a target ROAS as the optional secondary strategy layers that commitment on top: now the campaign chases value while holding to a stated return per unit of spend. The other options are click-based or manual strategies that cannot express a revenue target at all.
Why are the other options wrong?
Maximize Clicks
Maximise clicks optimises for traffic volume, which is a different objective and cannot pair with a value strategy.
Manual Max CPC
Manual max CPC is not available in Performance Max, and it sets prices rather than targets.
Enhanced CPC
Enhanced CPC adjusts manual bids, which Performance Max does not use.
Frequently asked questions about this topic
Should I set a ROAS target from launch?
Usually not. Running maximise conversion value without a target first lets the campaign establish what return is actually achievable; setting an ambitious target on day one tends to suppress delivery before there is enough data to learn from.
Topics in this question
About the Shopping Ads Certification
The Shopping Ads Certification checks that you can run retail campaigns end to end: product data in Merchant Center, linking it to Google Ads, and choosing between Standard Shopping and Performance Max to drive sales and value.
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