What's better : Target CPA or Maximize Conversions?

[owkiboy]

Hey!

I’m diving deep into learning Google Ads, and I’m unsure which bidding strategy is better for my situation. I’m managing search campaigns for an insurance company, and we have two conversion events: quotes issued and contracts signed.

Is it better to use the "Maximize Conversion Value" bidding strategy while assigning conversion values based on the conversion events (e.g., 3 for quotes and 10 for contracts), or should I stick to a fixed Target CPA and only use one conversion event with a real CPA target?

For example, we could choose signed contracts as the conversion event and increase the Target CPA to around 10€, at the risk of not getting enough conversions for the algorithm to learn and optimize effectively. Alternatively, we could choose issued quotes with a lower CPA and try to track signed contracts via Google Analytics.

Thanks for your feedback!

 

[Ovsyanka]

The "maximize conversion value" bidding strategy with assigned values for each event (like 3 for quotes and 10 for contracts in your case) is generally the best approach as that allows google ads to kind of optimize based on the value of each conversion, which gives you a more balanced return on ad spend. And plus you’re guiding the algorithm to prioritize higher value actions like contracts without completely neglecting the lower value ones like quotes so much better for you.

 

[owkiboy]

The "maximize conversion value" bidding strategy with assigned values for each event (like 3 for quotes and 10 for contracts in your case) is generally the best approach as that allows google ads to kind of optimize based on the value of each conversion, which gives you a more balanced return on ad spend. And plus you’re guiding the algorithm to prioritize higher value actions like contracts without completely neglecting the lower value ones like quotes so much better for you.

Thanks ! Would you recommend sticking with "maximize conversion value" with assigned values or just "maximize conversions" with only the contract as a conversion event ? (customers can't sign a contract without getting a quote first so I'm thinking that the quotes are already included but idk)

 

[Ovsyanka]

Thanks ! Would you recommend sticking with "maximize conversion value" with assigned values or just "maximize conversions" with only the contract as a conversion event ? (customers can't sign a contract without getting a quote first so I'm thinking that the quotes are already included but idk)

i’d stick with "maximize conversion value" with assigned values to balance both quotes and contracts effectively. Cos thing is if you only use “maximize conversions” with contracts as the sole event, you risk the algorithm ignoring quotes, and it might hurt your overall conversion funnel.

 

[OmniAdAgency]

Maximizing conversion value may be better, while a fixed target cost per conversion may limit optimization

 

[cyberchoza]

Hey!

I’m diving deep into learning Google Ads, and I’m unsure which bidding strategy is better for my situation. I’m managing search campaigns for an insurance company, and we have two conversion events: quotes issued and contracts signed.

Is it better to use the "Maximize Conversion Value" bidding strategy while assigning conversion values based on the conversion events (e.g., 3 for quotes and 10 for contracts), or should I stick to a fixed Target CPA and only use one conversion event with a real CPA target?

For example, we could choose signed contracts as the conversion event and increase the Target CPA to around 10€, at the risk of not getting enough conversions for the algorithm to learn and optimize effectively. Alternatively, we could choose issued quotes with a lower CPA and try to track signed contracts via Google Analytics.

Thanks for your feedback!

Its better maximize conversion, and the goal should be "contracts signed" bc if u configure your goal (the conversion event) to be "quotes issued" Google will optimize for people that "quotes issued" but this traffic might not end up signing in, so that's why the right call is to use "contracts signed" as a primary goal.

About Target CPA only use it if he CPA is still high after optimizing yourself.

good luck!

 

[blackworldman]

Maximize Conversion Value is generally better as it optimizes for total conversion value, whereas Target CPA may limit learning if conversions are too low or misaligned.

 

[BlackEclipse]

Maximize Conversion Value if tracking both, otherwise, Target CPA.

 

[BidAndWin]

Go with Maximize Conversion Value and track both events.