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About conversion values
Smart Bidding tailors your bids for each ad auction, using billions of combinations of signals to help you reach your marketing goals. It uses Google AI to place better bids in real-time. In this guide, we’ll talk about why you should measure conversion values and use a value-based Smart Bidding strategy to drive better results in Search campaigns. Follow these best practices below to improve how you measure and optimize the real impact of your ad campaigns. |
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Understand business impact through conversion values
Improve how you measure and optimize your ad campaign's real impact by assigning values to your conversions.
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Set up a measurement foundation
Lay down a solid foundation for building and measuring data effectively. This will help you tap into the full potential of your first-party (1P) data by aligning with your business objectives. Here’s how:
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Define your conversion valuesTo start sharing conversion value through your measurement setup, select the values that align best with your business objectives and internal resources: Static values: Opt to assign a single value for each conversion action. While this method is easier to set up, it may not fully capture the varying values of each transaction. However, using uniform conversion values can help differentiate between different conversion actions. You should be measuring at least 2 unique values across at least 2 different actions, and make sure neither are a value of zero. Dynamic values: Determine how each conversion is valued differently for your business. This approach provides a more accurate representation of transaction values. Transaction-specific conversion values are ideal if each sale holds a unique value for your business. Learn more |
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Optimize bidding with conversion valuesUtilize value-based Smart Bidding strategies with the conversion values you set up:
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Tips for additional settings
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Customer success story
Mitsubishi Motors boosted ROAS by 107% with value-based bidding by using online indicators for offline sales as their conversion values. “Mitsubishi has been consistently evolving our digital maturity. Innovating on how we bid using conversion values helps us reach customers more effectively and turn potential into actual results.” |
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