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MW 211: AI, Automation and Paid Media: How to Protect ROI When Platforms Take Control
AI, Automation and Paid Media: How to Protect ROI When Platforms Take ControlOn 17 August, Google is changing how Smart Bidding behaves when campaigns are limited by budget.Advertisers who’ve been consistently outperforming their ROAS targets could soon see costs rise as Google spends more budget to move performance back towards the target. That’s exactly what the update is designed to do, the question is whether that behaviour also improves your business.More spend, more conversions and lower CPA can all look positive on a dashboard while profitability moves in the opposite direction.In this…
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