Maximize clicks

It does exactly what it says: buys the most clicks the budget allows. That is useful when the goal is traffic, or when a new campaign has no conversion data yet.

On an account that counts calls or sales, it buys the cheapest clicks, which are reliably the least likely to convert.

1. Open a campaign, then Settings, then Bidding, to see or change the strategy.
2. Set an optional maximum CPC limit to stop very expensive clicks.
3. Watch cost per conversion, not only clicks.
4. Plan the switch to a conversion strategy once data builds up.

A new campaign starts on Maximize clicks with a €2 cap for two weeks to gather data. Once it has recorded a few dozen conversions, it moves to Maximize conversions.

• Leaving a lead campaign on Maximize clicks for months.
• Judging it on low CPC while conversions stay flat.
• Running it with no CPC cap on competitive searches.

The audit checks Oppy runs on this, each with its own page.

• Buying clicks on an account that needs results

• Bid strategy: How a campaign sets its bids: by hand, or automatically toward a goal such as clicks, conversions, conversion value, a target CPA or a target ROAS.
• Maximize conversions: A Smart Bidding strategy that aims for the most conversions within the budget.
• Average CPC: The average cost of one click: total cost divided by clicks.