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Campaign level conversions & smart bidding
Has anyone adjusted conversions at a campaign level to select only one (or a few) specific conversions you want to optimize for with smart bidding? If so, how did it go?
I have a few accounts with store visit conversions enabled and these are the most important conversions to me. We are also tracking some other website conversions but I am interested in seeing if changing campaign level conversions to include only store visits will drive more foot traffic and lower cost per store visit. This is using the maximize conversions bid strategy.
I would love to hear anyone else’s experience with this!
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3 Replies
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Sure. If that is the goal of that campaign, then the conversion strategy should fit the goal for that campaign.
Of course, in reality things aren’t always that clear cut. So if you are getting high value conversions and in store visit conversions from the same campaign/audience, then you have to consider the potential consequences of your actions.
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For smaller accounts that have no brand, I’ve begun optimizing towards things like number of pages visited on side (>3) or time on page. It’s not perfect, but it helps build up a retargeting audience that you can put as an audience on other campaigns and make sure you bid them up a lot in the future or in a Facebook/display/YouTube campaign. The strategy works alright.
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Yes, we’ve done it. It’s mostly useful in situations where you have less valuable conversions in your account like email newsletter sign-up or micro-conversions to drive a YouTube campaign. You definitely don’t want “visited 3-pages” as a driver for automated bidding in a lead-gen campaign.
Otherwise, I’d usually say let the conversions fall where they may.
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