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Max Conversion v. Manual
Posted by on December 20, 2022 at 7:03 pmI’m sure there will be two schools of thought on this, but when do y’all typically switch over campaigns from manual/ecpc to max conversions? I’ve ready anywhere from 15-30 in the past month, which is typically the rule of thumb I follow. However, I’ve also seen people have success implementing it earlier for new campaigns that need data.
More specifically, I have a client who has a campaign that is ~1 month old but hasn’t gotten to 15 conversions yet (and is generally struggling to generate conversions). I was considering testing the max conversion strategy earlier than I usually would to see if that helped gather data. Anybody have experience with newer accounts on this bid strategy?
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1 Reply
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For a new account, we actually typically start with manual CPC, or Max Clicks (with a CPC cap) in order to generate enough data. Then, depending upon campaign goals, we will switch over to either tCPA or tROAS. For a new campaign we probably want a minimum of 30 conversions and maybe 2 months of data, since the performance in the very beginning can vary so much.
It sounds like your client has a very low volume/low converting campaign so I wouldn’t switch over with less than 15 conversions. Sounds like it could also be a very low budget campaign?
You may want to either try Max Clicks with a CPC cap, or hone your manual CPC to get more traffic. Or if *nothing* ends up converting, there may be another issue at hand.
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I definitely wouldn’t use max conv at the stage you are at, it relies on conversion data to get more conversions. If it doesn’t know what a good conversion looks like it will be very unlikely to bring in anything good. Continue with mCPC, eCPC or max clicks for now.
If you don’t get any conversions at all after you give it more time and volume, assuming everything else is set up correctly, it might not be the ads at fault.
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I start new campaigns on a small budget, max conversions. Used to start manual CPC, wait for the conversion data, yada yada. These days I find it works fine with a $50/day budget to start, max conversions. Then as you ramp up, apply a historical tCPA and really open up the budgets.
I know people will probably disagree but I’ve seen it work many times. It seems like you no longer need to wait for the 30 conversions for smart bidding to work. It has access to ‘other’ signals unknown.
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