It's difficult to assess the performance of bid strategies that have sparse conversion data. Moreover, bid strategies with a low volume of conversions have a tendency to underperform as the system may not have enough data to optimise effectively.
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Recommended conversion volume
For a bid strategy to perform effectively and to have a better basis for performance, it is recommended to reach the following conversion volume per portfolio type:
- Intraday bidding: At least 20 conversions per week
- Google Ads ATB: No minimum required conversion volume
Note: For ROAS bidding, it is recommended to have conversion value data of at least more than four weeks.
- Microsoft Advertising ATB: At least 30 conversions per campaign in the last 30 days.
Learn more about Microsoft Advertising bid strategies.
- Target impression share and Google Ads Maximise clicks: no minimum required conversion volume
Attribution models
Attribution models help you choose how you want to split the credit for a conversion between multiple customer interactions in a user path. You can use the same conversion action in different bid strategies, using two different attribution models. It is suggested to align as many campaigns to the same conversion goal and attribution model for best performance. Learn more about attribution models in Search Ads 360.