What Is Maximize Conversions?
Also written as Max Conversions, Maximize Conversions bidding, Max Conv.
Definition
Maximize 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. It counts each sale as one, whatever the order size. A store on it gets the most orders Google can find, not the most revenue.
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 Conversions, Explained
You set a budget. Google sets the bid for each auction and chases as many conversions as it can. You type no bid and no target.
Google warns that this strategy will try to fully spend your average daily budget. If your campaign has been spending well under its budget, switching can raise spend a lot. Check the budget before you switch, not after. Google also says not to rely on the Lost IS (budget) column with this strategy, because that column ignores how the strategy handles budget. Its budget simulator and impression share are the better read.
The weak spot for a store is that each conversion counts the same. A $12 order and a $120 order are equal in its eyes. So it can drift to cheap, easy sales and away from the products that make real money.
If you have a cost goal, Google points you to the Target CPA strategy. If you send real order values, Maximize Conversion Value usually fits a store better.
It can still work where products sit at about the same price, or where you have not got value tracking working yet. Fix that part soon.
How We Use It at ZenoX
It is not our default on new builds. Performance Max, Standard Shopping and generic Search launch on Maximize Conversion Value, because a bigger order should count for more. Maximize Conversions fits when products sit at similar prices, so one order is worth about the same as the next.
Questions People Ask About Maximize Conversions
Will Maximize Conversions Spend My Whole Budget?
It will try to. Google says the strategy tries to fully spend your average daily budget. If a campaign has been spending well under budget, the switch can raise spend a lot. So only set a budget you are happy to spend.
Is Maximize Conversions Good for Ecommerce?
It can work when most products sell at about the same price. For mixed catalogs, it treats a small order and a big order as equal. If you send real order values, Maximize Conversion Value is usually the better fit for a store.
Related terms
- Maximize Conversion ValueMaximize Conversion Value is a Smart Bidding strategy that uses Google's AI to set bids for the most conversion value from your budget.
- Target CPATarget CPA is a Smart Bidding strategy that aims to keep your average cost per conversion close to a number you set.
- Smart BiddingSmart Bidding is Google's automatic bidding.
- Bid StrategyA bid strategy is the rule that tells Google Ads how to bid for you in each auction.
- ConversionA conversion in Google Ads is an action you count as valuable, used to measure your ads and steer your bidding.
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