google skillshop certification
You work for a clothing retailer and want to optimize their Display & Video 360 campaign for customers who spend the most money and have the top transaction return on ad spend. What bidding strategy should you use?
Correct: Custom bidding
To optimize for customers who spend the most money and achieve the highest transaction return on ad spend (ROAS), you should use Custom bidding because it allows you to move beyond simple binary "conversion" counting and instead assign specific numerical values to different user actions or Floodlight variables. While standard "Maximize conversions" treats every purchase as equal regardless of the cart total, Custom bidding utilizes a script to weigh impressions based on the actual revenue or "basket value" passed through your tags, instructing Display & Video 360’s algorithms to prioritize and bid more aggressively on users predicted to generate high-value transactions. This sophisticated approach ensures that your media spend is mathematically aligned with profitability and ROAS targets rather than just a high volume of low-value sales.

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