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Google Is Retiring tCPA and tROAS Bidding Strategies

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Google Is Retiring tCPA and tROAS Bidding Strategies

On February 23, a quiet post went live on Google’s developer blog. In case you missed it, Google is retiring Target CPA and Target ROAS bidding strategies, instead layering a tCPA and tROAS threshold with Maximize Conversions and Maximize Conversions Value respectively. 

What is happening?

According to Google, this does not mean the end of tCPA and tROAS bidding. This approach is designed to help advertisers lower the risk of diminishing returns, as max conversions and max conversions value get more aggressive in driving revenue and lowering CPAs.

Before After
Target ROAS Maximize Conversions Value
Optional: Target ROAS threshold
Target CPA Maximize Conversions
Optional: Target CPA threshold

Historically, Maximize Conversions has driven conversions with no regard to CPAs, resulting in CPAs that could be much higher than an advertiser’s goal. The new threshold limits will allow advertisers to circumvent this, resulting in profitable CPAs and ROAS. 

When does this change go live?

Starting April 2021, some advertisers will start seeing Maximize Conversions and Max Conversions Value bidding strategies with the new CPA and ROAS threshold fields. Google hasn’t stated when tROAS and tCPA will retire, although advertisers should expect to see front end changes in the coming few months.

What does it mean for advertisers?

According to Google, the switch in bidding strategies will not cause any change in bidding behavior. Advertisers should not expect to see any sweeping changes in CPAs and ROAS.

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Do you need to prepare for this change?

Given what Google has shared so far, there does not appear to be a need to change anything until the threshold limits are applied. 

Advertisers could start experimenting with Max Conversions / Max Conversions Value bidding, however, bear in mind that switching to these could impact your CPA and ROAS goals negatively, at least until Google actively starts rolling out the changes. 

Since Google hasn’t published when tCPA and tROAS will be deprecated, advertisers should expect to see an update in advance to this change going live. 

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Google Workspace vs. Microsoft 365: What’s the best office suite for business?

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Google G Suite vs. Microsoft Office

Once upon a time, Microsoft Office ruled the business world. By the late ‘90s and early 2000s, Microsoft’s office suite had brushed aside rivals such as WordPerfect Office and Lotus SmartSuite, and there was no competition on the horizon.

Then in 2006 Google came along with Google Docs & Spreadsheets, a collaborative online word processing and spreadsheet duo that was combined with other business services to form the Google Apps suite, later rebranded as G Suite, and now as Google Workspace. Although Google’s productivity suite didn’t immediately take the business world by storm, over time it has gained both in features and in popularity, boasting 6 million paying customers, according to Google’s most recent public stats in March 2020.

Microsoft, meanwhile, has shifted its emphasis away from its traditional licensed Office software to Microsoft 365 (formerly Office 365), a subscription-based version that’s treated more like a service, with frequent updates and new features. Microsoft 365 is what we’ve focused on in this story.

Nowadays, choosing an office suite isn’t as simple as it once was. We’re here to help.

Google Workspace vs. Microsoft 365

Google Workspace and Microsoft 365 have much in common. Both are subscription-based, charging businesses per-person fees every month, in varying tiers, depending on the capabilities their customers are looking for. Although Google Workspace is web-based, it has the capability to work offline as well. And while Microsoft 365 is based on installed desktop software, it also provides (less powerful) web-based versions of its applications.

Both suites work well with a range of devices. Because it’s web-based, Google Workspace works in most browsers on any operating system, and Google also offers mobile apps for Android and iOS. Microsoft provides Office client apps for Windows, macOS, iOS, and Android, and its web-based apps work across browsers.

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