What bid strategy goal should be used to create a custom strategy with multiple ERS, ROAS, and CPA targets?
- Advanced Targeting
An advanced targeting bid strategy addresses the needs of companies that offer a complex mix of products with varying profit margins. In particular, this technology was designed with retail, travel, and financial services in mind. However, the functionality is fully flexible and can be used in any industry.
The advanced targeting goal optimizes bidding based on the type of conversion. You can set a Cost per action (CPA), Effective revenue share (ERS), or Return on advertiser spend (ROAS) target for a customized group of conversions. For example, you can assign aggressive targets to higher-margin conversion types, and assign conservative goals to lower-margin conversion types.
Read more here: https://support.google.com/searchads/answer/6231872