The agency used Google's experiments framework to test the Target ROAS bid strategy and found that none of the campaigns were able to get close to their ROAS targets. They also saw a negative impact on campaigns that were not included in the experiments because high CPCs in the resulting from the automated bids set in the experiment caused their competitors to react and bid higher, which pushed the original campaigns further down in search results and a downwards spiral effect was observed with automated bidding.
They used Optmyzr's Rule Engine to manage bids to a target ROAS. Instead of putting the tool on full automation, they decided to review all suggested bid changes and manually accept the ones that kept CPCs within a reasonable range. They liked that this additional level of control allowed them to control for second order effects that are often overlooked when fully automating a PPC task like bid management.
Rule Engine strategy for target ROAS b idding
There has been a significant increase in both their ROAS and conversions by the strategy that they used with Optmyzr.