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Value-based Bidding Drives Google Ads Success – Practical Ecommerce

Value-based Bidding Drives Google Ads Success – Practical Ecommerce

Three years ago I addressed Google Ads bid strategies. The post described each strategy, including the pros and cons. Though some strategies remain, automated bidding has changed.Automated bidding works best with values. Every conversion action, from a purchase to a form submission, should have a value. Google can optimize for conversions, but without a value those conversions may not be the most profitable for advertisers. For example, a purchase is presumably more valuable than an email signup. But a campaign optimizing for both could result in more signups than purchases.Every campaign should target just one conversion point. For ecommerce, that tends to be purchases, though softer conversions such as signups aid top-of-funnel campaigns.Regardless, designate the goal in the Google Ads campaign settings tab. For purchases, it’s “Revenue.”  No matter the bid strategy, Google will optimize to the desired goal.To maximize purchases, set a campaign goal of “Revenue.” Click image to enlarge.Setting Up Conversion ValuesConversion values in Google Ads are dynamic or static. Dynamic is best for purchases. It requires adjusted conversion codes to track each product’s ad costs and revenue. B2B advertisers often import offline conversion values as the sale process can be lengthy.Dynamic values are best for maximizing purchases. Click… 

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EcomEye.com Southeast Asia eCommerceFor Press Release and guest posts, feel free to reach mb[at]ecomeye.com/mb.asia[@]icloud.com 

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