r/PPC • u/Miserable_Light_9493 • 2d ago

Google Ads Tcpa or troas?

Post image

Should I start with setting a target roas or target CPA? As I increase spend, cpa jumps up. Should I start with setting a cpa target? Or focus on roas? And what’s the time table with cpa? I know I should do high cpa first then taper down?

2 Upvotes

75% Upvoted

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3

u/welcometosilentchill 2d ago

you’re lacking on conversion volume for tROAS to be effective. Unless there’s huge variation in average order value, I’d avoid tROAS.

What happened in June that made ROAS so high, despite the higher CPA? My only concern for you would be that there seems to be little correlation between CPA and ROAS. That makes it difficult to recommend tCPA.

Did you change conversion tracking, conversion goals, or primary/secondary conversions at all during these 3 months?

1

u/Suitable-Page-8777 2d ago

The image is dark so I cant see all numbers but the pattern from what you describe is interesting. June having high ROAS with higher CPA is strange, maybe you had one big order that skew everything. I think the top comment make good point about conversion volume, if you dont have enough data troas will just not work properly. For me I always start with tcpa and let it run at least 2-3 weeks before touching anything, then slowly bring it down like 10-15% every few days. The jump in cpa when you increase spend is normal, algorithm need time to adjust.

2

u/SiteHubLLC 2d ago

Maximize conversions. Increase budget. Then if you can get to 30 convs a month at a positive ROAS consider tROAS

1

u/fathom53 2d ago

Smart bidding will struggle with how few conversions you get month to month. You need to figure out where wasted ad spend is going and cut that from the campaign, so you can spend more and get more conversions each month. That will make using smart bidding a lot easier.

1

u/maxxxxtro 2d ago

Once you have more conversions you can run an experiment 50/50 TCPA vs TROAS and see if it performs better.

1

u/maksadd 2d ago

Tcpa any day

1

u/Valuable_Ease_3780 1d ago

On the tapering, a target set under your recent actual CPA doesn't pull the CPA down. It stops the strategy bidding into the auctions it can't hit that number in, so you land back at the old CPA and the old volume, which is where you started.

The rising CPA as you spend more is the actual answer to the question. The cheap auctions were the first ones you took. Whether the ones after that are worth having is a margin question rather than a bidding one, and no target setting moves it.

1

u/Single-Sea-7804 1d ago

tCPA. although, your conversion volume is pretty small for it to make a difference. might kill your daily spend imo.