The Power of Maximize Conversion Value Bidding in B2B Marketing

Karen Warda
June 7, 2024

The Value in Values: Unleashing the Power of Maximize Conversion Value Bidding in B2B Marketing

B2B marketers frequently struggle to maximize advertising budgets. Traditional bidding strategies focus on clicks or conversion counts, which don’t always translate to real value. This oversight leads to wasted ad spend and lower returns, especially in business-to-business environments with fewer leads and longer sales cycles.

Maximize Conversion Value Bidding—a dynamic Google Ads strategy—is tailored to optimize bids, ensuring the highest conversion value within your budget. Unlike conventional strategies focusing solely on conversion numbers or clicks, this method prioritizes the overall value of conversion actions.

This article explores how to implement Maximize Conversion Value Bidding for higher-quality leads, better budget allocation, and improved ROI.

How does Maximize Conversion Value Bidding work?

Maximize Conversion Value Bidding optimizes your Google Ads bidding to achieve the highest possible conversion value within your budget. This strategy allows you to set specific values for different actions, giving you control over prioritized actions.

The system analyzes historical data and user behavior to adjust bids in real time, focusing on actions that provide the most value. By including upper-funnel actions, the algorithm can identify the correct audience while driving the main conversion action you seek, such as filling out a lead form or purchasing your product.

What are the advantages of Maximize Conversion Value Bidding?

Maximize Conversion Value Bidding provides several key advantages for B2B marketers by incorporating upper-funnel actions with low values to guide the algorithm.

By assigning lower values to actions that indicate engagement with their content, marketers can help the algorithm identify and target the right audience more effectively.

Keeping the highest value for the focused conversion, like a lead form, ensures that campaigns remain centered on achieving true conversion actions.

As a result, the strategy improves ROI by targeting a better audience and could help reduce the focus on spam leads by refining the algorithm’s understanding of high-potential prospects.

Setting up Maximize Conversion Value Bidding

Advertisers must ensure accurate conversion tracking to effectively use Maximize Conversion Value Bidding.

This process involves setting up conversion tracking in Google Ads to monitor actions that matter most to your business, especially the actions you see good prospects engaging with.

Additionally, you must set up conversion values in Google Ads by defining appropriate values for the different conversion actions based on their importance to your goals.

The main conversion’s value (the one that truly matters to your business) over time should have the highest overall cumulative amount; otherwise, the algorithm may focus more on the lower-value (audience-defining) actions.

Gain a rough average of how many lower-value conversions you tend to get for every single main conversion, and make sure your values are set at a higher multiple.

Next, access the bid strategies section in your Google Ads account. Navigate to the campaign settings and select Maximize Conversion Value from the list of available bidding strategies. Save your changes, and your campaign will optimize bids to maximize the conversion value within your budget.

Measuring and tracking ad campaign success

Tracking key metrics is essential for evaluating the effectiveness of your Maximize Conversion Value Bidding strategy. These metrics include conversion value, return on ad spend (ROAS), and the cost per certain main focused conversion.

By focusing reporting on specific main conversions rather than combining all conversions, you can better align campaign success with business goals. Additionally, incorporating other conversions into Google Ads can help increase true conversion actions over time.

It’s crucial to use reports and dashboards to monitor campaign performance. These tools allow you to visualize data and identify trends, helping you make informed decisions about campaign optimization. It’s also important to separate different conversion actions in your analysis.

It’s essential to regularly review performance data and refine bidding strategies or values based on this information. By iterating and optimizing your approach over time, you can ensure that your campaigns remain aligned with your business objectives and continue to drive meaningful results.

Final thoughts on Maximize Conversion Value Bidding

While it’s evident how beneficial this bid strategy can be when inputting the actual value of a sale or deal, its application extends to assisting B2B marketers dealing with a lower volume of monthly leads and a protracted sales funnel.

Leveraging this strategy can elevate the significance of valuable actions beyond direct conversions, such as perusing case studies, reviewing testimonials, or scrutinizing technical specifications, for B2B marketers.

These actions furnish the algorithm with pivotal data regarding the type of prospects more inclined to complete a lead form or become a sale, thereby refining targeting precision and campaign effectiveness.

By spotlighting and assigning value to these initial interactions, B2B marketers allocate budgets more effectively, ensuring optimal ad spend with the highest potential for long-term revenue growth.

Get started with Maximize Conversion Value Bidding

Maximize Conversion Value Bidding presents a powerful opportunity for B2B marketers to optimize their Google Ads campaigns. This method focuses on the overall value of conversion actions, offering benefits beyond just direct sales.

By incorporating upper-funnel actions with lower values to guide the algorithm, B2B marketers can effectively identify and target the right audience while driving main conversion actions like lead form submissions or sales.

This approach not only improves ROI by targeting a more relevant audience but also helps in reducing the focus on spam leads, refining the algorithm’s understanding of high-potential prospects.

Contact Perfect Search to discover how we’d transform the success of your B2B marketing campaigns.

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Karen Warda
Analyst, Search & Social Advertising

Karen loves her pets; a border collie named Surfer and a Hans Macaw parrot named Kinko. If she could have a non-domesticated animal though, it would be a raccoon. As part of her bucket list, she would love to see a polar bear in Alaska or swim with whale sharks in Australia.

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