On April 21, Google launched a new bidding type, ROAS Bidding for app campaigns.
When the announcement was posted, Product Manager for App Ads, David Schachter, wrote:
“Starting today, if you have an Android app using Firebase SDK conversion reporting, you can use Target Return on Ad Spend (tROAS) bidding within App campaigns for installs.”
To get started with Target ROAS bidding for App campaigns:
- Create a new App campaign for Installs
- Select the “Bidding” section
- In the “What do you want to focus on?” dropdown, select “in-app action value”
- Input your desired target Return on Ad Spend percentage
- It is highly recommended to use a target cost per action (tCPA) campaign before using a target Return on Ad Spend (tROAS) campaign to uncover what a feasible initial target ROAS can be for your app.
- Launch your campaign
Source – Search Engine Land