What Is Maximize Conversion Value?
Also written as Max Conversion Value, Maximize Value, maximize value bidding.
Definition
Maximize Conversion Value is a Smart Bidding strategy that uses Google's AI to set bids for the most conversion value from your budget. For an ecommerce store, that means chasing sales revenue and not just the number of orders. With no target, it tries to fully spend your average daily budget.
Written by Christopher Krassnig, Founder & CEO of ZenoX Media. Written by the ZenoX team from the accounts we run. Definitions are general; the numbers in examples are maths, not client results.
Maximize Conversion Value, Explained
Most stores care about money in, not the order count. This strategy reads the value of each conversion and bids harder where it expects a bigger sale. A shopper likely to buy a $300 sofa can get a higher bid than one likely to buy a $15 cushion cover.
You need one thing first: conversion tracking with transaction-specific values. If every sale reports the same fixed number, this strategy has nothing real to work with. Fix that before you switch it on.
With no target set, it tries to fully spend your average daily budget. It will not hold spend back to protect your margin. So set a budget you are happy to spend every day.
You can add a target ROAS. The strategy then behaves like a Target ROAS strategy, and it can spend less than your budget when it cannot hit the target.
Google's bidding page lists it for Search, Shopping and Demand Gen campaigns. Performance Max gets the same choice inside its own bidding step, as a conversion value goal.
How We Use It at ZenoX
This is our starting bid strategy. Performance Max and Standard Shopping both launch on Maximize Conversion Value, and generic Search starts on it with no target. We add a target ROAS later only when the store's numbers call for it, and we read break-even from margin first.
Questions People Ask About Maximize Conversion Value
What Is the Difference Between Maximize Conversions and Maximize Conversion Value?
Maximize Conversions goes for the most conversions. Maximize Conversion Value goes for the most value, so it cares about how much each sale is worth. If your order sizes differ and you send real order values, value bidding fits a store better.
Does Maximize Conversion Value Need a Target ROAS?
No, the target is optional. Without one, the strategy tries to spend your full average daily budget. With one, it behaves like a Target ROAS strategy. We start new stores with no target, so the campaign can gather sales data before any limit goes on.
Related terms
- Target ROASTarget ROAS is a Google Ads bid strategy that tries to get a return you type in, as a percentage of spend.
- Maximize ConversionsMaximize Conversions is a Smart Bidding strategy that uses Google's AI to set bids to get the most conversions for your campaign within its budget.
- Smart BiddingSmart Bidding is Google's automatic bidding.
- Conversion ValueConversion value is the amount of money you tell Google Ads a conversion is worth.
- Bid StrategyA bid strategy is the rule that tells Google Ads how to bid for you in each auction.
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