Google AdsStep 4 of 5 on the chain
Maximize conversion value
The bid strategy that spends the budget to bring back the highest total conversion value rather than the highest count.
Why it matters
It is the strategy value-based bidding exists to feed, and the one that does nothing at all if every conversion carries the same value.
What goes wrong
Switching to it is the moment most advertisers expect the improvement, and the moment nothing happens if the feed behind it is flat. The strategy is not the intervention; the spread in the values is.
Next to this
- Value spreadHow much the values you send differ from one another, usually read as the ratio between the top and the bottom of the range.
- Flat feedA conversion feed where nearly every lead carries the same value, usually because no attribute in the data separated them.
- Target ROASGoogle AdsMaximize conversion value with a return target attached.
The rest of this step
Measure this on your own data
The diagnostic reads a CRM export in your browser and reports your volume, your match rate and the spread between your leads against the thresholds in this glossary. Nothing is uploaded and no account is needed.