Why Do Budgets Overspend Even With A Target ROAS or CPA?

This month’s Ask a PPC explores a common advertiser question: Why budgets sometimes overspend even when a target ROAS or target CPA is in place. Understanding this behavior requires separating two concepts that are often conflated: budgets and goals. While they work together, they serve very different functions within auction‑based ad platforms. In this post,

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Published by searchenginejournal.com