Google rolls out maximize conversion value smart bidding strategy

It is now available in all Search campaigns.

Chat with SearchBot
Google Ads Maximize Conversion Value
Maximize conversion value is now available.

The newest smart bidding strategy in Google Ads’ lineup, maximize conversion value, is now available in all Search campaigns.

First announced at Google Marketing Live (GML) in May, maximize conversion value aims to optimize for the greatest conversion value within budget.

As with maximize conversions, it will try to spend your budget, so set it accordingly. However, I’ve noticed that when a campaign that is spending well below its daily budget, on average, Google will show an option to lower your daily budget based on your actual average daily spend.

Google says maximize conversion value uses historical campaign data and the searcher’s contextual signals to determine the “optimal CPC bid” at auction time.

To use or test out maximize conversion value, you’ll need to be using transaction-specific values or have set conversion values for the conversion types you’re optimizing for from the Conversion page under Tools.

Conversion value rules still to come. Google also teased conversion value rules at GML to give advertisers more flexibility in assigning value to conversion actions. When it becomes available, rules can be set based on characteristics such as location, device and audience.

Why we should care. As we noted in May, manual bidding is still available in Google, but it’s largely de-emphasized and missing some capabilities. With the proliferation of smart bidding strategies, it’s important to understand how each is designed to work and which goals, settings and metrics best align with each. For example, Google notes that if you need to hit return on ad spend goals, you may want to set a target ROAS with the strategy, while understanding how that target may impact optimization.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About the author

Ginny Marvin
Contributor
Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, MarTech and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Get the must-read newsletter for search marketers.