Automated bid strategies like Target CPA and Target ROAS are designed to adjust in response to performance, but marketers still have to make an important decision: when should you change the target, and how much should you change it? This article digs into those two questions, with a closer look at the supporting numbers and the practical takeaways for managing automated bid strategies based on our original research.

Automated bid strategies such as Target CPA and Target ROAS are typically managed through periodic adjustments to the target value. However, practitioners have limited empirical guidance on how the magnitude of those adjustments, whether Minor or Major, affects campaign performance. This study examines seven paid media campaigns using both Target CPA and Target ROAS strategies to assess how change magnitude affects short-term spend stability and longer-term conversion volume

There has been no shortage of opinions about what ChatGPT is going to do to advertising. Search is dead. AI is the new search. Brands need to figure out ChatGPT immediately. If you aren't there now, you're already behind. You get the idea. The problem is that there has been a lot more conversation about what ChatGPT could become than data showing what advertising on ChatGPT actually looks like today. We have now run ChatGPT Ads across a number of clients...

The Meta we manage today looks very different from the Meta of even a few years ago. New AI capabilities, broader targeting, automated campaign settings, and changes to how Meta evaluates creative have fundamentally changed how advertisers should approach the platform. The advertisers who continue to get results aren’t necessarily the ones who have found the perfect campaign structure. They’re the ones who are willing to adapt as user behavior and the Meta algorithm change.