Ask Should you increase your ROAS target for push ads during holiday season?

[Brajet]

Increasing your ROAS (Return on Ad Spend) target for push ads during holiday seasons can be strategic. During holidays, consumer intent is generally higher, leading to increased conversion rates. However, ad competition and costs also rise, requiring more efficient budget use. By setting a higher ROAS target, you encourage better ad performance and optimize spending toward high-return campaigns. It helps prioritize quality traffic and ensures your marketing budget is used effectively, especially when CPMs are inflated. Nonetheless, balance is key—an overly ambitious ROAS target may limit reach or reduce conversions. Adjusting your target based on historical data, audience behavior, and campaign goals ensures a data-driven approach that maximizes profitability during peak shopping periods.

 

[Felix😎]

It depends on your goals, but the holiday season is a good time to aim for a higher ROAS since more people are shopping and conversion rates tend to go up. That said, ad costs also rise during this period due to increased competition. To justify raising your ROAS target, make sure your product or offer is highly relevant to holiday shoppers. Focus on optimizing your ads, landing pages, and timing to take advantage of the increased buying intent without overspending on traffic.

 

[Anthony Joshua]

it's not always wise to raise your ROAS target just because it's holiday time. The clicks might increase, but the traffic can also become more expensive since more advertisers are bidding. If your offer matches the season, then adjusting your ROAS target may work well. If it's a general offer with no holiday appeal, keeping your target stable might protect your budget. It's good to let data guide your move.