Projections are semi-informed guesses at best based on incomplete knowledge and uncontrollable external forces. Their sole purpose is to provide the market with context of how we expect to perform, but more than that it is to put ourselves in the best possible position to exceed market expectations and thus drive up stock price and shareholder value. It is literally a bet hedging exercise.

I came up with a Google Ads roadmap. It’s not a product roadmap with dates and sprints and scopes and epics and story points. It’s a plan that looks something like this:

My goal is X.

Here’s how things are now.

This is why this is bad.

Here’s the new thing we’ve realized.

Here’s why that matters.

Here’s what it means we should do.

A portfolio bidding strategy in Google Ads is a type of bidding strategy that allows you to optimize your bids across multiple campaigns. This can help you save time and improve your results.

Target ROAS, or tROAS, is my go-to bid strategy for ecommerce accounts with campaigns that have at least 50 conversions (preferably in the last 30 days). Side note: if your campaign does not have 50 conversions yet then I’d recommend using max conversions until you reach 50 conversions. But what happens if you’re already using tROAS and your campaign just isn’t doing what you want it to do?