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Search Engine Land » Google » Google Ads » Advertisers can adjust conversion values in Smart Bidding in the coming weeks

Advertisers can adjust conversion values in Smart Bidding in the coming weeks

"This allows businesses to get their intuitive/institutional knowledge into the machine learning to optimize more accurately."

Carolyn Lyden on August 19, 2021 at 11:55 am

“You can adjust conversion values based on characteristics like location, device, and audience. By applying a rule to these characteristics, you can adjust conversion values to align more closely with your business outcomes,” said Stephen Chang, Product Manager, Google Ads in an announcement.

This added feature means that businesses can use their inherent knowledge of what’s working in their industry to improve their conversion rates in Google Ads. For example, if advertisers know certain audiences or people in certain locations are most likely to convert, they can set a rule to multiply the conversion value for the chosen group by two.

“These rules will also be used by Maximize conversion value and Target ROAS to optimize your bids in real time. Conversion value rules will be available for Smart Bidding across Search, Shopping, and Display over the next few weeks,” wrote Chang.

Source: Google

Why we care. “This is a great feature addition. Love it because it allows businesses to get their intuitive/institutional knowledge into the machine learning to optimize more accurately,” tweeted Robert Brady, PPC expert at Righteous Marketing. Having this available in smart bidding also allows advertisers to tweak campaigns for their individual business goals and adjust as campaigns happen in real-time (like for sales, events, or the like).

More Google Ads news:

  • Google Ads will soon block ad targeting based on age, gender or interests of people under 18
  • Google Ads Editor v1.7 brings support for Hotel ads and lead form extensions
  • Google publishes timelines for Privacy Sandbox proposals

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


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About The Author

Carolyn Lyden
Carolyn Lyden served as the Director of Search Content for Search Engine Land and SMX. With expertise in SEO, content marketing, local search, and analytics, she focuses on making marketers' jobs easier with important news and educational content.

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