YUNOVA · Google Ads
Module 9: Advanced bidding and automation
Smart bidding: target CPA and target ROAS
Key points
- Target CPA bids to get conversions at an average cost you set.
- Target ROAS bids to reach a return on ad spend based on conversion value.
- Both need reliable conversion tracking and enough conversion data.
Automated rules and Google Ads scripts
Key points
- Automated rules change bids, budgets or status on a schedule or condition.
- Scripts use JavaScript to automate tasks and reports across the account.
- Test scripts in preview mode before letting them make changes.
Audience signals and Customer Match
Key points
- Audience signals guide Performance Max towards likely customers.
- Customer Match uses your own customer lists, uploaded under Google's policies.
- Signals are hints; automation can still reach people outside them.
Experiments in Google Ads
Key points
- Experiments split traffic between a base campaign and a trial version.
- Change one thing at a time so the result is clear.
- Wait for enough data before applying the winning version.