About Maximise conversions bidding

Note: Starting in 2021, you’ll see optional target fields for new Maximise conversions or Maximize conversion value bid strategies. With an optional target, Smart Bidding will optimise to these goals the same way it would for Target CPA and Target ROAS. Maximise conversions with a set target CPA will behave like a Target CPA strategy does today, and similarly, Maximise conversion value with a set target ROAS will behave like a Target ROAS strategy does today.

You can read more about Changes to how Smart Bidding strategies are organised.

Maximise conversions automatically sets bids to help get the most conversions for your campaign while spending your budget. It uses advanced machine learning to automatically optimise bids and offers auction-time bidding capabilities that tailor bids for each and every auction. This article explains how Maximise conversions works.

Bid adjustments and Maximise conversions

Bid adjustments allow you to display your ads more or less frequently based on where, when and how people search. Because Maximise conversions helps optimise your bids based on real-time data, your existing bid adjustments are not used. There is one exception: You can still set mobile bid adjustments to -100%.

Note: If you switch to Maximise conversions bidding, you don’t need to remove existing bid adjustments, because they won’t be used.

Before you begin

If you don’t yet know what type of automated bid strategy is right for you, read About automated bidding first.

How it works

Using historical information about your campaign and evaluating the contextual signals present at auction-time, Maximise conversions bidding automatically finds an optimal bid for your ad each time it's eligible to appear. It uses advanced machine learning to automatically optimise bids and offers auction-time bidding capabilities that tailor bids for each and every auction to help get the cheapest conversions available for your budget.

Before switching to Maximise conversions:

  • Check your average daily budget amount. Maximise conversions will try to fully spend your average daily budget, so if you’re currently spending much less than your budget, Maximise conversions could increase spend significantly.

  • Check your ROI goals. If you have an ROI goal for your campaign, such as a target cost per install (CPI), target cost-per-action (CPA) or return on ad spend (ROAS), you may want to switch to a Target CPI, Target CPA or Target ROAS bid strategy. Like Maximise conversions, these strategies automatically set bids for each auction, but the goal will be to achieve the average CPI, CPA or ROAS target that you set, rather than spending your full budget to maximise conversions.

Note: When using Maximise conversions bidding or Maximise conversion value bidding, we recommend that you use tools such as budget simulator and impression share metrics to understand the budget opportunity available on your campaign.
We don’t recommend using the impression share 'Lost IS (budget)' column in Google Ads with Maximise conversions because the column is incompatible with the bid strategy. Maximise conversion or Maximise conversion value bid strategies are designed to spend the full daily budget, and are 'limited by budget' by design as campaigns are considered constrained by the budget that you set. Whereas the budget simulator accounts for this, the 'Lost IS (budget)' column does not currently account for this, and uses a different definition to account for lost impressions.
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