Set custom variable adjustments

A conversion event completes when a customer’s typical conversion path ends. However, conversion events may not always have the same value. For example, motorcycle insurance quotes may be more valuable than car or boat insurance. To account for changes in conversion value, you can create rules to adjust the conversion value in the new Search Ads 360.

This article describes how to create, edit and report on custom variable adjustments.

If you set up a custom variable adjustment, the adjustment will override the reported conversion value for the selected conversion actions.

Create and set custom variable adjustment for your campaign

Follow the instructions below to create and set custom variable adjustments.

  1. Sign in to your new Search Ads 360.
  2. From the left page menu, click Campaigns.
  3. Select the campaign from the list, and click Settings from the left page menu.
  4. Click the Custom Variable Adjustments card to expand it.
  5. Click the plus button .
  6. Click + Conversion Action from “Conversion Action” card.
  7. Select the conversion action you want to add.
  8. (Optional) Select the "Use custom variable" checkbox if you want to use a custom Floodlight variable.
    1. A new “Condition” card will appear. Select from the active list of “Custom Floodlight Variables”.
    2. Set the custom variable to either Equals or Contains to target a specific value.
    3. Add value to the “Value” field. Multiple values can be added by separating them using line break between values.
    4. (Optional) Click Add condition to set up another custom variable.
  9. Click the “Select Operation” list from the “Value” card. Select Set, Increase or Multiply from the list.
    1. Set: Sets conversion to a specific value.
    2. Increase: Adds/Subtracts conversion value by x amount.
    3. Multiply: Multiply/Divide conversion value by x times.
  10. Add value to the “Value” field.
  11. Check your created custom variable adjustment in the right preview panel.
  12. Click Save.
Custom variable adjustments applied to a campaign may take a few weeks to affect Smart Bidding and may affect the performance of other campaigns that use Smart Bidding.

Remove custom variable adjustment for your campaign

Follow the instructions below to remove custom variable adjustments.

  1. Sign in to your new Search Ads 360.
  2. From the left page menu, click Campaigns.
  3. Select the campaign from the list, and click Settings from the left page menu.
  4. Click the Custom Variable Adjustment card to expand it.
  5. Click the checkbox next to the custom variable you want to edit. You can select multiple custom variables from the list to edit.
  6. Click Edit from the toolset that appears after you’ve selected the checkbox.
  7. Click Remove to remove the custom variable adjustment.
    1. The removed custom variable will disappear from the campaign’s settings and will no longer apply to the campaign.
If you have removed a custom variable, this specific action cannot be undone. Although, you can create a new custom variable for the same campaign.

Custom variable adjustments reporting

You may find the following columns useful to review the impact of custom variable adjustments on your campaign.

  1. Sign in to your new Search Ads 360.
  2. Click on Campaigns from the left page menu.
  3. Review the following columns (some may need to be added by clicking Columns and then locating the relevant column):
    1. All conv. value (original reported)
    2. Conversion value
    3. Custom variable adjustment

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