Google Ads Launches Three New Bidding Strategies at Google Marketing Live 2019

Value rules will let advertisers differentiate conversion values based on characteristics like location, device and audience. This will allow marketers to customize conversion values so they align more closely with their business goals.

As consumer journeys become more complex, it’s more important than ever to help marketers scale with automated solutions. Businesses large and small have been using Google’s Smart Bidding technology to set more precise bids tailored to each and every auction. In fact, more than 70% of all advertisers use Google Ads automated bidding today.

And while many marketers say that Smart Bidding has helped drive better performance, you’ve also asked for more flexibility to reach your business goals. That’s why earlier this week at Google Marketing Live, announced the launch of  three new bidding innovations:

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Campaign-level conversion setting: To provide more flexibility and customization within accounts, Google is introducing campaign-level conversions. Previously advertisers could set any conversion goals at the account level. However, that meant that all campaigns within that account would be tied to the same set of goals. Advertisers will now be able to map relevant conversion goals at the campaign level. This will be especially useful for accounts that have clearly differentiated campaign goals (e.g., campaigns representing different lines of business or distinct marketing budgets).

Seasonality adjustments: While Smart Bidding incorporates seasonality, Google said they need more controls to account for ad hoc events like one-time promotions. That is why Google is introducing seasonality adjustments. For example, if marketers know that their conversion rates will spike due to an upcoming promotion, they can schedule an appropriate adjustment for that period.

Maximize conversion value: Google have announced a new bidding strategy, Maximize conversion value. Up until now, bidding strategies around conversion value were largely focused on efficiency (e.g., Target ROAS). Google understands many advertisers are more focused on volume and growth. Maximize conversion value allows an advertiser to optimize for the most conversion value within a specified budget.  

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Anthony Chavez, Director, Product Management wrote on Google's official blog Google is introducing value rules in the coming months. Google understand that conversions are not always valued equally. Value rules will let advertisers differentiate conversion values based on characteristics like location, device and audience. This will allow marketers to customize conversion values so they align more closely with their business goals.