Review the targets your Smart Bidding strategy is following
Frederick Vallaeys examines what it means for Smart Bidding to operate closer to the targets advertisers set. He separates possible mechanisms from established observations and asks teams to review efficiency goals, budget constraints and conversion maturity before reacting to a performance change. Read it when an account no longer behaves as expected around its CPA or ROAS target. The article supports a disciplined diagnosis using dated changes and business context, rather than assuming that one platform update explains every movement.
Optmyzr · Published
Why make time for it?
Useful for a target-setting review after a change in spending or efficiency.
What to look for
- Compare mature results with the targets in effect during the same period.
- Treat proposed explanations as hypotheses until the account evidence supports them.
Keep in mind
Written by the co-founder of Optmyzr. Several mechanisms are explicitly hypotheses, and an observational comparison is not a clean experiment.
Take this question into the article
Does your current target still reflect the business outcome you actually want?
The people behind the article
Explore their work and recorded contributions on PMC.
Authorship points are shared between coauthors. Experts receive credit for substantive contributions, not mentions. One work earns one award per person, including when it appears elsewhere on PMC. How recognition works
Read the full argument.
Continue to Optmyzr for the complete article and supporting material.
Read the full articleReading notes reviewed 30 Sept 2026. The publication date above belongs to the original source.