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Conversion value tracking (Google Ads)
I have conversions set up for all actions on my landing page, non of which lead to quantified values. For example, someone can request a free trial and get a quote for a product. My business comes through RFP’s, email exchanges and eventual closes, which doesn’t occur with clicks on a web interface.
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Google Ads is getting pissed at me (my optimization score went from 85 to 50) right now because I turned off conversion values while maximizing for conversions. It’s telling me that my score will go up 20 basis points if I add conversions back in.
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At the moment, I have a bunch of conversions so that I can monitor them, but I’m not assigning values, since there technically are none that accurately represent these conversions.
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I could assign a random conversion value ($1,000’s) for a click that fills out the form but I’m hesitant to do so. What is the best practice here for conversion values when you aren’t operating a direct online store? Or, should I not be maximizing for conversions? A Google Ad rep set up my account with said bidding strategy.
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1 Reply
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First, you can simply dismiss that recommendation and restore your optimization score. To become a slave to those numbers, they don’t have any direct impact on campaign performance.
As for using values, it can be beneficial to estimate the value for each conversion type and then utilize value-based bidding so that Google automatically bids more when it’s likely going to generate more value for your business.
This is an enhancement over treating all conversion goals the same and focusing purely on conversion volume.
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