Opteo has two performance modes to choose from: Cost Per Acquisition (CPA) mode, or Return On Ad Spend (ROAS) mode.

Performance modes power everything in Opteo, from improvements to performance graphs, reports and more.

Opteo's Return On Ad Spend (ROAS) mode better supports eCommerce stores by providing Opteo with access to both the ROAS and conversion value data needed to make profit-focused decisions.

On the other hand, CPA mode better supports lead-generation businesses, by focusing on your conversion volume and CPA data to reduce the risk of wasted ad spend.

The default performance mode in Opteo is CPA mode. If you prefer to optimise towards conversion volume and CPA, you do not need to switch these settings.

If you want to use an account in ROAS mode, you'll need to switch performance mode settings.

You can enable ROAS mode from your client Settings. Open a ROAS focused account in Opteo > head to your Settings (top right) > scroll down to the Performance Mode section > using the drop-down to select ROAS as a performance mode:

Opteo will then immediately update all active improvement recommendations in line with your new performance mode setting. Before you start applying improvements, make sure to review your Opteo Campaign Groups. From there you can group campaigns strategically, select the conversion actions (with their value) that you're hoping to optimise towards, and set your ROAS targets.

With ROAS mode enabled, improvements will be generated based on ROAS and Conversion Value data, rather than CPA and Conversions. We've updated the following improvements to support ROAS targets:

Add Location Name as Negative Keyword

Add New Keyword

Add N-Gram Negative Keyword

Adjust Ad Schedule Bid

Adjust Demographic Bid (Age, Gender, Income, Parental Status).

Adjust Device Bid

Adjust Keyword Bid

Adjust Location Bid

Disable Locations of Interest

Disable Search Partner Sites

Exclude Placement

Increase Budget Cap

Replace Broad Keyword

Pause Duplicate Keyword

Pause Losing Ad

Pause Underperforming Keyword

Reduce Campaign Keyword Bids

Reduce N-Gram Bids

With two additional improvements, specifically for ROAS-focused Google Shopping campaigns:

Adjust Product Group Bid

Re-Sync Product Groups

The performance Graphs and Table both now accurately report on ROAS, Conversion Value and Value Per Conversion:

But perhaps the most exciting change with ROAS mode lies with Segments. Opteo can now provide real measures of profitability for segments at campaign group level, helping you make informed decisions on where to spend more/less of your account budget.

Starting with an overview of your least and most profitable segments, when comparing the segment ROAS to your target:

You can also scroll to view the same ROAS comparisons for specific segments, such as different devices:

A ROAS-focused report includes the key metrics you need to remind your client of your value. All auto-annotations have been updated to focus on ROAS and conversion value, and AI-generated 'Insights and Advice' are dialled into what really matters for accounts focused on generating value.

The report summary slide shows ROAS and Conversion Value alongside other metrics:

With dedicated slides to show ROAS and Conversion Value for the reporting period, alongside your ROAS targets:

Top performing Keywords and Segments are now evaluated based on ROAS too:

You can access ROAS and Conversion Value data in Scorecard, RSA Writer and Bidding Experiments. You can sort all campaigns and ad groups in the RSA Writer by ROAS, helping you quickly identify the area of your account where ads are most overdue for some TLC:

In the ad writing environment you'll have access to the conversion value generated by both keywords and search terms: