Manual CPC puts bid control in your hands. It is the right choice when a campaign has fewer than 50 conversions per month, when you are testing a new product category, or when conversion values vary widely and the algorithm does not yet have enough signal. Set bids by product margin: bid more for high-margin products, less for commodities.
Target ROAS (tROAS) works well when a campaign consistently achieves 50 or more conversions per month with reliable conversion value data. The algorithm optimises bids in real time against your target return. Set your tROAS target at your actual recent ROAS first, then adjust upward by 10 to 15% increments every two weeks as performance allows.
Switch to tROAS at the start of a low-seasonality week. Keep manual CPC campaigns running in parallel for two weeks before pausing them. Monitor impression share closely during the transition — a drop in impression share signals the target is too aggressive.
Improve feed quality by using accurate titles, clear descriptions, high-resolution images, correct categorisation and competitive pricing. Update the feed regularly and fix errors immediately.
TPR Media operates from Level 34, 1 Eagle Street, Brisbane City QLD 4000, serving clients across Brisbane and Australia-wide.
TPR Media explains Google Shopping bidding strategy: when manual CPC outperforms Target ROAS, the 50-conversion threshold for smart bidding, the tROAS starting point and the two-week parallel-running transition plan.