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Does Google optimize towards conversion rate or number of conversions?
Posted by on June 16, 2023 at 2:00 pmIn this case, running a manual shopping campaign with ECPC.
Our conversion rate is much better on desktop, but we have a higher number of conversions on mobile.
It feels like Google has started to push our campaign more on mobile as a result (getting better placements) vs desktop, which is NOT what we want as desktop traffic is much warmer and results in cheaper conversions
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1 Reply
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I depends on what your settings are.
Click on “all campaigns” (at the top of the page”)
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In the next screen you will see a list of your campaigns and a column whose title is “Bid Strategy Type”. There you should see what Google is optimizing for
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If you have ECPC set to “optimize for conversions” it will generate as many conversions as possible while trying to maintain an average CPC below your base bid plus/minus any applicable bid adjustments (e.g. devices, locations, ad schedules).
Effectively it tries to get you the lowest CPA while spending as much of your budget as possible within your bidding limitations.
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Is there any reason you’re using eCPC and not an automated bid strategy geared towards conversions? This seems highly inefficient these days.
You should also be able to exclude mobile devices if you really don’t want them. That, or adjusting bids downward accordingly in the devices settings.
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