Define targets

In the Target section of the Search Ads 360 bid strategy editor:

1. Select Revenue metric, then select ERS or ROAS.

2. Enter a target percent.

3. Select conversions to optimize.

4. Optional. If you selected Floodlight conversions, choose whether to use the default last-click attribution model or select a different attribution model. All other conversion sources can only use the last-click attribution model.
5. For Floodlight conversions, the "Cross-environment conversions" check box is selected by default to enable bid strategies to consider conversions from other devices such as mobile phones and tablets when setting the default bid and setting or recommending bid adjustments. 
   The check box is not available with other conversion sources, such as Google Analytics.

6. Click Next.

ERS target

Effective revenue share is a percentage based on the following calculation:

• ERS = (spend ÷ revenue) × 100

An ERS target instructs the bid strategy to raise or lower bids to maximize conversions while achieving the target ERS. The lower the ERS, the larger your return on your advertising dollars. In some cases, when Search Ads 360 places a higher bid (which translates to a higher ERS) on an individual keyword, the bid is out of the range of the target ERS and is unprofitable even though the overall bid strategy is profitable. To instruct Search Ads 360 to try keep most bids in the profitable range, you can set a max ERS constraint in the next section of the bid strategy editor.

ROAS target

Return on advertising spend (ROAS) is a percentage based on the following calculation:

• ROAS = (revenue ÷ spend) × 100

To reach the ROAS target percentage, Search Ads 360 raises or lowers the bid to maximize conversions while achieving the target ROAS. The higher the ROAS, the larger your return on your advertising dollars. In some cases, when Search Ads 360 places a higher bid (which translates to a lower ROAS) on an individual keyword, the bid is out of the range of the target ROAS and is unprofitable even though the overall bid strategy is profitable. To instruct Search Ads 360 to try keep most bids in the profitable range, you can set a min ROAS constraint in the next section of the bid strategy editor.

Available conversions

A revenue bid strategy can maximize revenue that's recorded by the following types of conversions:

• Floodlight:
  • All transactions: Maximizes the revenue from sales that are tracked by all Floodlight transaction activities on your site.
  • Selected conversions. Maximizes revenue from specific Floodlight activities that you select (either transaction activities or action activities that report revenue values).
• Google Analytics:
  • Revenue from all transactions: Maximizes revenue from all ecommerce transactions on your site.
  • Money from all goal values: Maximizes revenue from all goals that define a monetary value. 
  • Money from selected goals: Maximizes revenue from specific goals that define a monetary value.
• Google Ads: Maximizes the revenue in Google Ads campaigns by using one or more selected Google Ads conversion trackers from your site. You can't select Google Ads conversions in bid strategies that target a monthly spend.
• Search Ads 360 formula columns: Maximizes the revenue calculated by a formula column. For example, you can use a formula column that assigns a monetary value to a Floodlight activity tracking newsletter signups. 
• Floodlight activity columns, Google Analytics columns, or Google Ads conversion tracking columns: Also referred to as custom columns. These columns are available if the bid strategy is optimizing for revenue.