[SMK] Social Media Knowledge


Martech Mashup : AdWords Maxes Conversions

A new version AdWords Editor is promising easier campaign management and a slew of new features to support it. Among its new features you’ll find support for ‘maximum conversions’ bidding.

For conversion strategies

‘Maximum conversions’ bidding is available at the campaign level for Search Network campaigns. Applying AI know-how, the new automated option allows marketers to effectively pursue strategies that prioritise conversions.

Machine learning efficiency

The online community has already figures out some basics of best practice for the new bid style, connecting historic conversions to how quickly the new option can be effective.

Anecdotally, a campaign that accrued around 100 conversions in the last month could expect to see results after a short learning period. The more conversions on record, the shorter the adjustment phase.

Max versus optimised

It’s worth noting that ‘maximise’ strategies are significantly different from ‘optimise’ ones.

Maximisation is not concerned with cost-per-acquisition, rather it wants to convert as much as possible. It may, therefore, sacrifice efficiency for sheer volume.

Plus, more

AdWords Editor now also shows off an aesthetic redesign and new ‘custom rules’ functionality, as well as other tweaks and extras. Check out the full list at the AdWords Editor Help page for Version 12.

Is AdWords effectively consolidating its position, or should it be doing more?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.

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