-
Max Clicks massively outperform max conversions, am I doing something wrong?
I’ve seen that the general consensus everywhere suggets an eventual move from max clicks to max conversions is the way to go in google ads.
I’ve done this and ran the campaign for 3 weeks and max clicks outperforms max conversions by 4-1 in terms of number of sign ups so I feel like it might make sense to switch back.
Am I missing something here? Because everything I’m reading is telling me max conversions is better
My niche is b2b saas
-
1 Reply
-
How many daily conversions do you get? What exactly is a sign up? Is it a newsletter or an actual sale? If it’s the former are the email addresses good quality leads? Is your CPA comparable on both campaigns?
-
How many conversions are you talking about? What was your ad spend? For anything to work, you need enough data.
-
A lot of people on this sub are very rigid in their thinking. 90% of this sub I would say, specializes in ecomm, and outside of running shopping campaigns or pMax, are generally speaking out their ass.
B2B saas is very different from most other PPC. You have a long consideration period, and multiple stakeholders often involved. Sometimes the person who makes the purchase, isn’t the same person who even saw the ad. For an example of this, think of an IT Manager who sees the ad, researches it for a bit, then tells their boss who is Head of IT to look into purchasing it. Many people, many devices, and a long consideration period make it harder to track conversions with a high degree of accuracy.
Most people here deal with products that are Click > Buy in less than 24 hours, with most of the tracking not getting lost. Also, cheaper price points, so they can really accumulate a high-volume of conversion signals for smart bidding to really do its thing.
Your strategy of going after high intent keywords with maximum clicks makes sense in this case, and don’t let anyone from Google or here tell you otherwise. You should use the right tool for the job. I too have done B2B, and smart bidding is mostly garbage for this.
-
My guess – brand campaign is doing it. I run my brand campaigns as max click with a low bid. High converting since…brand.
-
As others have said already, focus on what is driving performance and stick with it unless/until it starts stagnating.
Regarding the Clicks -> Conversions swap that is usually discussed, the swap to conversions focus shouldn’t be based on time or click volume but on conversions data. The reason we focus Clicks initially is because we need to build data on who is going to convert, and that data needs to be as robust as possible for the platform to then perform with a conversion focus.
Luckily this means if you are getting performance now with Clicks, that means when and if you start seeing stagnation the platform should have a large conversions data set to optimize with.
Critically with long funnel sales like SaaS, lead quantity or rate isn’t going to tell you the full story – it’s hard as hell to track performance over the long periods that it usually takes for an initial search to convert into a purchase, and automated conversion tracking will never attribute properly because of the limited attribution windows.
-
The name of the game = **How much to pay for one click**
Many companies can literally **cut the cost of their clicks in half** by switching from max conversions to manual bidding or max clicks.
Meaning they can get **twice the people for the same budget.**
BTW – this would be the same quality of people, assuming the company leaves their keywords and ads the same. -
I agree with a lot of what has been said here.
I will add – Google’s products are designed for ecommerce first. The rest of us (I am a lead gen PPCer) have to then figure out how to work in that system and get results for non ecommerce PPC!
So, testing different bidding strategies to find what works for your B2B situation just makes sense. I mentioned this in another thread, but will repeat it here as it is relevant. Google’s automated bidding, particularly for conversion focused bidding, needs AT LEAST 30 conversions in 30 days to even have a chance, and in reality it needs more to really get humming.
Log in to reply.