About Maximise conversion value bidding

Our guided troubleshooter can help you identify, explain and address potential causes of unexpected fluctuations in your Performance Max campaign spending.

Note: Starting July, you’ll find optional target fields in search campaigns for new Maximise conversions or Maximise conversion value bid strategies. Be aware that for video action campaigns, these are two different bidding strategies. With an optional target, Smart Bidding will optimise to these goals the same way it would for Target CPA (cost per action) and target ROAS (return on ad spend). 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. Note, Hotel campaigns only supports Maximise conversion value with a mandatory target ROAS.

Learn more about changes to how Smart Bidding strategies are organised.

Maximise the total conversion value of your campaign within your specified budget with the Maximise conversion value bidding strategy.

  • When you're using Maximise conversion value without a target ROAS set, we'll aim to spend your budget to maximise conversion value for your campaigns. If this doesn't align with your goals, we recommend setting a target ROAS that you'd like the campaign to achieve.
  • When you're using Maximise conversion value with a target ROAS set, we'll help get as much conversion value as possible at the target return on ad spend (ROAS).

This bidding strategy uses advanced AI to optimise and set bids. It also offers auction-time bidding capabilities that tailor bids for each auction. You define the value that you want to maximise, such as sales revenue or profit margins, when you set up conversion tracking for your account.

Bid adjustments and Maximise conversion value

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

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

Before you begin

Note: This bidding strategy is only available for Search campaigns and Smart Shopping campaigns.

How it works

Using your historical performance and evaluating the contextual signals present at auction-time, Maximise conversion value bidding finds an optimal bid for your ad each time it's eligible to appear. Google sets these bids to help get conversions that are the most valuable for your campaign while spending your budget.

Before switching to Maximise conversion value bidding:

  • Check your average daily budget amount. If a target return on ad spend (ROAS) isn't set, Maximise conversion value will try to fully spend your average daily budget, so if you’re currently spending much less than your budget, maximise conversion value could increase spend significantly.
  • Check your return-on-investment (ROI) goals. If you have an ROI goal for your campaign, such as a target ROAS, you may want to add a target ROAS to your bid strategy.

Maximise conversions bidding versus Maximise conversion value bidding

  • Maximise conversion bidding will attempt to generate the most conversions for a given budget, regardless of the value of the conversions.
  • Maximise conversion value bidding will attempt to generate the most conversion value for a given budget. It may bid higher for auctions that would result in greater conversion value than auctions with lower conversion value.

Create a Maximise conversion value bid strategy

You can create a Maximum conversion value bid strategy for a single campaign (standard strategy) or multiple campaigns (portfolio bid strategy) in the following ways:

  • Create with a new campaign.
  • Create or change from campaign settings.
  • Create from the 'Bid strategies' page.

To create a bid strategy, read Set up Smart Bidding.

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