When setting up a new Google Ads campaign, one of the most important decisions is choosing the right bid strategy to maximise the chances of success. From Target CPA & Target ROAS through to no bid strategy at all via Manual CPC, there’s a wide range of options to choose from. However, for a new campaign with no previous data to learn from, Maximise Conversions stands alone as the best choice to get the ball rolling. What makes it so useful?
1) Simplicity
Maximise Conversions does what it says on the tin - it tries to generate the most conversions possible from a given daily budget. With this bid strategy, you don't need to have any specific knowledge of your Target CPA or ROAS. Instead, Google will automatically adjust your bids to get the most conversions possible within an assigned budget. This makes it an excellent choice for new advertisers who do not have enough information to set a specific CPA or ROAS goal and would be risking underperformance by assigning one so early in the campaign.
No bid strategy is truly “set it and forget it”, but Maximise Conversions simplicity makes it an excellent choice for advertisers in the early stages of a new campaign or account who are juggling any number of tasks as things get up to speed.
2) Flexibility
Of all the options out there, Maximise Conversions is one of the most flexible bid strategies available to advertisers. It works with all conversion types and optimises based on a range of factors including ad placement, time of day, and audience. Given that it’s not restricted to value-based conversions like Target ROAS, this means that Maximse Conversions is an effective bid strategy for nearly any campaign looking to generate strong early performance.
3) Crossover With Other Strategies
Because Maximise Conversions works to get as many conversions as possible within a given budget, there’s already significant crossover with the Target CPA & Target ROAS strategies. By definition, achieving as many conversions as possible within your budget will give you the best possible CPA, so rather than artificially restricting a campaign with a CPA goal, why not let Maximise Conversions do the work for you?
Similarly, when all conversions are of a similar value, Maximise Conversions will drive ROAS just as effectively as a specific Target ROAS strategy. Of course, when conversion values can vary significantly there’s an argument for introducing Target ROAS, but early on in the lifetime of a campaign Maximise Conversions is almost always a better option.
There are any number of bid strategies to choose from when setting up a new Google Ads campaign and ongoing optimisation and management is just as important as making the right choice of strategy. Over time, more specific bid strategies will almost always give campaigns an edge over their competitors, but in the early days Maximise Conversions is a great choise. It’s simple, flexible, and will provide valuable data for future campaigns.
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