Not all conversions are worth the same – some are more valuable than others. Accurately expressing this value can help you to optimise campaigns and evaluate performance based on the goals that matter most to your business. To make this easier for you, 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. For example, let’s say you run a sporting goods shop and know that an audience of people similar to repeat customers who have bought triathlon gear will be worth more to your business in the long run. Now, you can set a rule to multiply the conversion value for this specific group by a factor of two.
After a rule is applied, it will be reflected in the ‘Conversion value’ column in your account reporting. These rules will also be used by Maximise conversion value and Target ROAS to optimise your bids in real time. Conversion value rules will be available for Smart Bidding across Search, Shopping and Display over the next few weeks.
| "We were able to optimise the ROI for each device and increase our gross merchandise value over 24%. We will continue utilising various functions on Google Ads like value rules to maximise our sales by better aligning our internal data to Google Ads." -Wataru Yamamoto, Rakuten Group |
Learn more about conversion value rules in the Google Ads Help Centre. To learn more about how Smart Bidding works, see this technical guide.
Posted by Stephen Chang, Product Manager, Google Ads
