What You Need to Know About Google’s Max Conversions Bid Strategy

This station was primitively published successful May 2017, and past updated successful March 2022.

In May 2017, Google had an exclusive beta kept nether wraps for prime accounts astatine Seer. This erstwhile beta is Maximize Conversions and has turned into a commonly utilized and trusted bid strategy for PPC advertisers.

Since then, it has go 1 of the galore automation tactics we usage crossed Paid accounts astatine Seer arsenic it has been tested countless times and has consistently outperformed its counterparts (examples of experiments below).

Like astir once-betas, Google has lone continued to amended this strategy. Most recently, Google rolled retired optional fields successful Search campaigns to optimize the aforesaid mode it would for Target CPA. Max Conversions tin present acceptable a CPA people and volition enactment arsenic the standalone tCPA does.

Similarly, the Maximize Conversion Value strategy present has the enactment to adhd a Target ROAS and behaves however the standalone tROAS behaves.

What is Google Ads Maximize Conversions Bidding Strategy?

Maximize conversions connected Google Ads automatically sets bids to get the astir imaginable conversions for your regular allotted budget. The max conversions strategy is 1 of many automated bidding strategies offered successful Google Ads today.

Depending connected your instrumentality connected advertisement walk (ROAS) oregon outgo per acquisition (CPA) goals, Maximize Conversions tin beryllium a large strategy to get the highest fig of conversions portion efficiently spending your regular fund successful its entirety.

With the thought of spending your full regular fund wrong a campaign, this bidding strategy tin beryllium wildly effectual if you run connected a “use it oregon suffer it” advertizing fund arsenic Google volition leverage each accidental to walk that regular fund to thrust arsenic galore conversions arsenic possible.

In bid to leverage the Maximize Conversions strategy, beryllium definite that you’re already tracking conversions, particularly conversions that intimately align with your concern goals.

4-Week Experiment

The maximize conversions beta was initially lone disposable to tally arsenic a 4-week experimentation wrong a prime fig of campaigns that Google chose based connected a circumstantial acceptable of criteria.

When Google archetypal introduced this exclusive beta to lone 4 accounts astatine Seer, we asked what factors they were utilizing to find which campaigns could trial the beta. There were 2 main pieces of criteria that we could get our hands on:

1. If your run generates astatine slightest 15 conversions/week
2. If your run is consistently hitting its regular budgets

One happening to enactment is that the power successful this experimentation was immoderate different bidding strategy your run is presently running. For example, if the run that you are moving the experimentation wrong is presently utilizing the bidding strategy Optimize For Conversions, past that volition beryllium the power successful the experiment.

Since being offered this beta, Seer was capable to tally implicit 10 experiments wrong assorted industries. Below we locomotion done lessons learned with recommendations for erstwhile to trial the maximize conversions bidding strategy successful your ain accounts.

Lessons Learned

Lesson #1: It takes astir 2 weeks for Google to larn however to optimize the campaign.

For respective of the campaigns that we ran this trial with, we saw show diminution somewhat successful those archetypal 2 weeks past caput up into the close for the remaining two.

• Recommendation: Don’t intermission the experimentation 2 weeks successful erstwhile you spot that show is down. Let the experimentation tally for the full 4 weeks.

Below is an illustration of 1 B2C lawsuit that saw show diminution aft the archetypal 2 weeks but past prime backmost up the past 2 weeks.

First 2 weeks:

Last 2 weeks:

Lesson #2: This strategy volition not enactment for each campaigns successful each industries.

At Seer, we ran 10+ tests and of the test, astir 15% of the time, the max conversions bidding experimentation performed worse than the control, which was the run archetypal bidding strategy.

• Recommendation: ALWAYS tally this arsenic an experimentation archetypal astatine a 50/50 divided earlier rolling retired 100% to your campaign. There is nary accordant taxable successful presumption of what types of campaigns this experimentation did not execute good in, therefore, you should ever tally an experimentation first.

Below is an illustration from 1 of our B2C clients wherever the experimentation performed worse than the control:

No 1 manufacture performed amended than another. Seer was capable to trial this for education, a aesculapian instrumentality company, healthcare, and a decking worldly company. Each of these industries saw astatine slightest 1 precise palmy trial with this automated bidding strategy.

• Recommendation: Run an experiment! We person yet to find an manufacture that this experimentation does not enactment for astatine all.

Education Client

Medical Sales Client

Additional Recommendations

1. Since the power successful the experimentation is the archetypal bidding strategy (rotate evenly, rotate indefinitely, etc), Seer recommends that the archetypal bidding strategy person already tally for 30 days. If not, past you could tally into the contented that Google is trying to optimize for 2 antithetic bidding strategies astatine the aforesaid clip alternatively than focusing connected the caller maximize conversions strategy.
2. If determination is 1 happening that you should instrumentality distant from this full post, it should beryllium that you should ever tally this caller bidding strategy arsenic an experimentation with a 50/50 divided earlier rolling it retired 100% to your campaign. This allows for an adjacent trial to find a wide victor astatine the extremity of the 4 week experiment.

Enjoy the conversions!

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