Value-based bidding

Not every conversion is worth the same. A large order, a lead that becomes a big contract, a premium subscription: value-based bidding lets the account spend more for those.

It depends entirely on the values you send. Typed guesses, fixed values and zero amounts make it bid on noise.

1. Choose Maximize conversion value, with or without a target ROAS, in the campaign's Bidding settings.
2. Check how each conversion action sets its value under Goals, then Conversions.
3. For leads, import real deal values or use value rules for known differences.
4. Compare Conv. value / cost before and after.

A software company gives free trials a value of 20 and paid sign-ups their first-year revenue, imported from billing. Value-based bidding shifts spend toward searches that bring paying customers.

• Switching on value bidding while every action uses a value of 1.
• Using typed lead values that nobody checked against sales.
• Mixing actions with real and made-up values in one goal.

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

• Conversion value that is really a conversion count
• A number somebody typed, standing in for what a customer is worth
• Sales recorded with no amount

• Conversion value: What a conversion is worth, sent with it or set as a default.
• Target ROAS: A bid target for the average return on ad spend.
• Maximize conversion value: A Smart Bidding strategy that aims for the most conversion value within the budget.