“You can adjust conversion values based on characteristics like location, device, and audience. By applying a rule to these characteristics, you can adjust conversion values to align more closely with your business outcomes,” said Stephen Chang, Product Manager, Google Ads in an announcement.
This added feature means that businesses can use their inherent knowledge of what’s working in their industry to improve their conversion rates in Google Ads. For example, if advertisers know certain audiences or people in certain locations are most likely to convert, they can set a rule to multiply the conversion value for the chosen group by two.
“These rules will also be used by Maximize conversion value and Target ROAS to optimize your bids in real time. Conversion value rules will be available for Smart Bidding across Search, Shopping, and Display over the next few weeks,” wrote Chang.