Joan PorioIf you’re running a Google Ads campaign, you’re probably always looking for ways to improve your results. After all, better results mean more conversions, and more conversions mean more revenue for your business. So how can you get better results from your Google Ads campaigns?
One way is to use the Maximize Conversions bidding strategy. This bidding strategy is designed to help you get the most conversions possible from your ad spend.
In this guide, we’ll show you what you need to know about the Maximize Conversions bidding strategy—including how it works, when to use it, and when to avoid it so you can get better results from your Google Ads campaigns.
Content:
What is Maximize Conversions Bidding?
Maximize Conversions bidding strategy is designed to get you the most conversions possible within your budget. It’s very competitive and will get fast conversions quickly and repeatedly on a daily basis.
That’s why it’s best for advertisers who want immediate results. Your CPA (cost per acquisition) will be high, but if there are frequent conversions, it will start to reduce.
But it can be a very aggressive bidding strategy– It will spend fast and it will bid high. That’s why you have to be vigilant when using Maximize Conversions bidding when you have a very limited budget.
The only time a bidding strategy could beat Maximize Conversions bidding in its aggressiveness is setting a very high bid manual CPC; that’s where Maximize Conversions bidding usually starts, but it will come down over time as it sees more conversions.
When to Use Maximize Conversions Bidding
Maximize Conversions bidding does very well with Performance Max because you can adjust the CPA by increasing or decreasing your daily ad spend.
When talking about automated bidding strategies for conversions, Maximize Conversions bidding, and Maximize Conversion Value bidding, we should remember that these are people-based bidding strategies.
These strategies do not focus on keywords.
Maximize Conversions bidding with or without tCPA tells Google who to go after, not necessarily what they are searching for. Keywords are not as relevant to Google as to who the people are and what they’re doing. This is the secret to how Google works.
Once you understood the concept behind people–based bidding strategies like these and removed the keyword strategy element, you’re going after the person.
Maximize Conversions bidding will then effectively analyze if the person has looked at a YouTube video, visited a website, googled a keyword, or read a blog. Then, Google will bid high regardless of what the person searches for as long as it’s closely related to the product you’re selling or the service you’re offering.
Broad search works well with automated bidding strategies like Maximize Conversions bidding because Google knows your website and the keywords you’re going after. Google understands English so, it can find variations of what words mean and give you better results.
When NOT to Use Maximize Conversions Bidding
Maximize Conversions bidding do not work well for low-volume campaigns.
Suppose you choose Maximize Conversions bidding and set a target cost per acquisition (TCPA). In that case, you’re asking Google to forget everyone it doesn’t know (identifying new targets, warming up cold traffic, trying to go top of the funnel, an outbound campaign on YouTube, an inbound campaign like next search, etc.). You’re removing the learning audience and you’re telling Google to only focus on people it already knows will convert. What usually happens is that your daily ad spend goes down, and the conversion stays the same.
When you have high volume and conversions, you can lock into an audience, which happens with this bidding strategy. Then, it starts to decay with the audience’s size and then decline in volume and performance. This atrophy could only be prevented if there’s continuous bottom-of-the-funnel traffic.
If you want quick results or if you’re not ready to spend much on your campaigns, Maximize Conversions bidding may not be for you because it takes some time (weeks or even months) before it brings you a good CPA without you forcing it by using a tCPA.
