What has always made AdWords such an intuitive and easy-to-use advertising platform was its ability to understand how to maximize each campaign’s potential. Perhaps what embodies this most is its smart bidding, which takes aggregate user data to best optimize its advertisers’ bid strategy.
Traditionally, advertisers would choose from the following bid strategies:
- Target CPA
- Maximize Clicks
- Target Outranking Share
- Target ROAS
- Target Search Page Location
Depending on the industry, advertisers may be aiming to accomplish different goals, whether it be to maximize clicks or outrank competitors’ ads. Yet as of Tuesday, May 30th, advertisers will now have the ability to select the “maximize conversions” bid strategy. This feature will take conversion data to rotate the ads in a manner that will ultimately yield a higher conversion rate.
But first, AdWords accounts must meet the following criteria:
- The campaign must operate on its own individual budget (not a shared budget, found in the shared library folder)
- Have conversion tracking set up
While Enhanced CPC, another bid strategy, worked to increase the total number of conversions, due to the recency of this news, there’s no established difference yet between Enhanced CPC and Maximize Conversions.