Wondering why your campaign suddenly stops spending with Maximize Conversion Value Bidding Strategy? You’re not alone! Explore this perplexing challenge, understand it, know your options to to work around it.

Regina Bellows, executive director of StarterPPC, shares her experiences and insights into the mysterious behavior of the Maximize Conversion Value bidding, how it can abruptly stop your campaign's spending, and why Google support can't provide a clear answer. She also offers practical advice on when and how to use this bidding strategy effectively, helping you maximize your advertising efforts especially if you have a limited budget.

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#googleads #digitalmarketing #googleadsbestpractices #ppc

Hi everyone, Regina here with Starter PPC.

2

Have you ever used the bidding strategy

called maximize conversion value and

3

then been very confused when you find

that the campaign just stops spending?

4

This happens to us all the time.

5

I wanted to show you guys an example of

it and just talk about it a little bit.

6

Here I have one of our client

accounts pulled up and I've

7

filtered by just the main campaign.

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The main campaign is a

PMAX feed only campaign.

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So this means it's performance

max, but instead of giving it.

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Ad copy lifestyle images, videos,

everything that it needs to be

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a full performance max campaign.

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All we did is we gave it the product feed.

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That's what we mean by feed only.

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So all it can do really is shopping

ads and it can do that either

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outbound or remarketing, right?

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So it can do it on the shopping

network using images of the product

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and the product titles, to create

ads on the shopping network.

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Or it can do the same thing on the

display network is hopefully it's

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doing mostly remarketing display cause

outbound display tends to be a waste

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of money at this ad spend where we

only work with clients that have 5,

21

000 or less in ad spend per month.

22

it can take the product feed and it

can follow people around the internet.

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Showing them shopping ads because

it still has images of every

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product and product titles, but

that's all it has to work with.

25

And the reason why we do this, side note

before I go back to the bidding strategy

26

is because we have many campaigns in this

account and I'm only showing one of them

27

right now, but the feed only campaign

is a way that we can push more money.

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into just the shopping network

and then have other campaigns to

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feed this as our main campaign.

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So this is the bottom of the funnel.

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It's going to show just

the shopping ads, right?

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So we're restricting PMAX's ability

to waste money on other things because

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we have other campaigns where we've

restricted the budget to do those.

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Non shopping activities

in those campaigns.

35

Okay.

36

So in this campaign, what we did

is here on July 1st, we changed the

37

bid strategy to maximize conversion

value for the PMAX campaign.

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So it was spending just fine before that.

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I'm not even sure what bid

strategy it was using before that.

40

We would have to go and look,

but it was spending just fine.

41

We changed it and you can see

that it spends for two more

42

days and then it just dies.

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Literally doesn't spend a dollar.

44

, Okay, so that was like a week.

45

July, it didn't spend anything

on July 4th, 5th, 6th, 7th,

46

8th, 9th, 10th, 11th, 12th.

47

On the 12th, we change it

to maximize conversions.

48

And even still, it takes 1, 2, 3,

4, 5 days after that and it doesn't

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start spending until day six.

50

So I wanted to show this to you

guys because I'm sure that this

51

is happening to some of you.

52

It's very baffling when it does.

53

There doesn't seem to be a rhyme

or reason around why it happens.

54

Sometimes you switch to

maximize conversion value.

55

And the campaign just spends just fine.

56

Oftentimes we find if we switch to

maximize conversion value and it does

57

keep spending, it tends to be a

better bidding strategy than maximize

58

conversions, meaning the algorithm can

usually get us a higher return when

59

we're able to use that bidding strategy.

60

But we don't know if we'll be able

to use it or not until we try it.

61

There's no sign on whether

or not it's going to work.

62

So sometimes we switch just

to see if it's going to die.

63

if the budget is going to stop spending

and we'll keep a very close eye on it.

64

And if it does, we just

have to switch it back.

65

And then unfortunately, even after

you switch it back, it just takes.

66

Many days for the algorithm to

sometimes to change its mindset.

67

It's a very strange phenomenon.

68

Google support doesn't

know why that happens.

69

And there's really not much

you can do other than brace

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for impact and give it a try.

71

And each time you make a change,

you need to wait several days

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before making another change, right?

73

Because as you can see, it takes days

for the algorithm to go, Oh, actually

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that big charge is not going to work.

75

And then days for it to go, Oh,

actually now we're on a new bidding

76

strategy and start to spend again.

77

Hi there.

78

Quick interruption.

79

Do you know the main thing that

prevents small business owners from

80

getting their Google ads account

into a position to grow and scale?

81

Budget.

82

A lot of businesses, especially

those that are just starting

83

out have limited budgets.

84

And so because of this, they're turned

away by most ad agencies because most ad

85

agencies have minimum budget thresholds

that they're willing to work with.

86

So what happens is the business owners

end up learning Google ads themselves.

87

And the problem with that is

that most of the advice online is

88

geared towards larger accounts.

89

And the advice doesn't have any of those

strategies or tricks that can kickstart

90

the algorithm into giving a small

account a leg up over larger competitors.

91

So it often just doesn't work.

92

And the business just ends up

losing money month over month.

93

If this sounds familiar,

starter PPC can help.

94

We offer Google ads management services

that are designed for accounts that

95

have between 1000 and 5, 000 budgets.

96

Because all of our clients are just

starting out, we've come up with ways to

97

keep our management fees significantly

lower than most agencies, because

98

we know that every dollar saved on

management fees just goes towards

99

the ad budget, which is going to help

the algorithm gather speed and power.

100

So if you're serious about growing your

business and you'd like a team of Google

101

ads experts to help you without breaking

the bank, check us out at starterpbc.

102

com.

103

Okay.

104

Back to the video.

105

Very frustrating.

106

You guys.

107

I wanted to share it with you so

we can co miserate together you're

108

not the only one it's happening to.

109

And I would encourage you all to just

give maximize conversion value a try.

110

Don't give it a try right away.

111

Okay.

112

You want probably at a

minimum 45 days worth of data.

113

And you want, Consistent data, meaning

conversions every day, ideally,

114

or every few days, so don't switch

to maximize conversion value until

115

you're at that point, because one

thing I know for sure is that if you

116

start out with maximized conversion

value, it's not going to work at all.

117

It's probably not going to

spend it all from day one.

118

You don't want to try it

until you think it's ready.

119

And what that means is it has

to have enough data, right?

120

Because how can you tell the algorithm,

Hey, I want you to maximize my conversion

121

value when it doesn't have any data

around what type of click to what type

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of person in what type of placement

on what type of network with what type

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of ad copy and combination of assets.

124

Is going to actually bring

conversion value, right?

125

it's literally just in the baby stages

of converting and it could be here that

126

we tried it too soon on this campaign.

127

Let me go back in time and see, was

it running for months before that?

128

Okay.

129

So This campaign had been

running since April 11th.

130

So we figured that was plenty of time.

131

We gave it a try.

132

It didn't work.

133

We switched it back.

134

We'll probably give it a try

again someday, maybe in another.

135

60 days, but for now this campaign is

doing pretty well, it's getting a pretty

136

high return, which makes sense because

it's our, bottom of the funnel campaign.

137

It gets attributed many clicks in

the last few days of the users.

138

Sales cycle, right?

139

if it's a bottom of the sales funnel

campaign, what I mean by that is if

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someone's going to click on three ads

and then convert, this campaign tends

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to be the last campaign or one of the

last campaigns that they click on.

142

Actually, that's not even

necessarily true because it does

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do like outbound shopping network.

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So honestly, I don't know why

this campaign tends to be just

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good at attributing sales.

146

I think that.

147

Google likes to attribute

conversions to P max performance max.

148

To be honest, I think it's

a little biased, right?

149

in our conversion attribution settings

up here in tools and settings, we

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always use data driven attribution

nowadays, which leaves it up to the

151

algorithm to decide what percent

of each conversion to attribute to

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what campaign or what ad, right?

153

So if the user clicked on three ads,

is it going to give all of it to the

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first click all of it to the last click?

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Is it going to divide it evenly?

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What's it going to do?

157

It's up to the algorithm and we have

no visibility when we use data driven.

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All I know is that.

159

PMAX feed only campaigns

tend to get high return.

160

They tend to show a high return.

161

So we know they're working.

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So we don't have to worry too much.

163

Maximize conversions seems

to be working just fine.

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Let's look at the last.

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week or two.

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Almost 300 percent return.

167

So we're golden over here.

168

I just wanted to make this quick

video to show you guys how maximize

169

conversion value can really trip you up.

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You're not doing anything wrong.

171

You just have to try it and see

there's no formula, unfortunately.

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But if you can get it to work, it does

tend to be the best bidding strategy.

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definitely worth giving

it a try at some point.

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All right.

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Best of luck to you.

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If you liked this video, don't

forget to hit the subscribe

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button and the like button.

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Thanks.