Please STOP Making This Google Ads Mistake!

[@BenHeathGoogleAds]

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[@drmzw]

Although there is often a correlation between higher CPC's and relatively high conversion percentages, low-CPC traffic can still be highly valuable, especially for advertisers with limited budgets: (Disclaimer: NOT arguing with Ben here as he is correct; just mentioning some nuance!) * Low-CPC traffic can be largely ignored by campaigns of competitors, as PMAX optimises towards higher CPC traffic. What could happen then is that advertisers are en masse competing for 10% of the searchers, leaving 90% of searchers on the table. * Low-CPC traffic can be warmed up for remarketing campaigns. Someone that is not ready to convert today, may be ready tomorrow, or a couple of days later. Campaigns aimed at warming up low-CPC traffic, can feed campaigns with remarketing capabilities (such as PMAX). Interestingly enough, as soon as I started running campaigns aimed at generating a lot of traffic for my clients (usually with Manual CPC shopping campaigns), I saw increases in back-end conversions and Media Efficiency Ratio ('MER' aka 'total revenue / ad spend'); even though these were not always as obvious in Google Ads' dashboard itself.

[@kcd1757]

Everything ive read online is that you should do maximize clicks/manual bidding until you get 30 conversions in 30 days.. thats the minimum before switching to max conversions. They claim its because if the campaign isnt in a position to do this, that googles conversion algorithm will get "stuck" and never really convert well. Ive never really done testing with this but i have seen googles conversion algorithm incorrectly bias towards previous data. For example ive fired up new ad groups in max conversion campaigns that barely get conversions. Swapped from max conversion to max clicks.. suddenly conversions on that ad group go crazy, then after 30 days swap back and googles algorithm will now love that ad group. It feels like sometimes googles max conversation algorithm doesnt do enough testing early on and can sometimes not choose the right keywords/times?

[@SubrataMandal-c5j]

Hi sir I want help

[@TimothyMouton]

Super interesting video, and I completely agree that you should always optimize for lead and conversion value. But what if you want to set up awareness campaigns or campaigns specifically focused on clicks? Google still pushes you toward conversion optimization, but in those cases, there’s no value to optimize for. There’s no lead or sale; you just want as many people as possible to, for example, read your blog. So your optimization goal is pageviews?

[@jimsowter]

Hi Ben - I have watched pretty much all your content, and see you mentioning that you should always start with Max Conversions / Conversion Value, but I have seen other 'experts' advise against it. Now....I have set up a campaign recently, totally new account, no conversion history, and when we started the campaign with it set to max conversions (no target CPA) and it was just flatlined - zero impressions - it was like just wasn't doing anything at all. Switched over to Max Clicks and we got SO much traffic (obviously had to work hard on the search terms to filter out the bad terms). What I don't like is that Max clicks just seems like a waste and not 'quality' traffic. Do you think that switching it over to Max Conversions (maybe with a CPA) will actually start working on an account with no conversion history?

[@No0bikPW]

I encountered the same issue: I launched an ad campaign with the Maximum Conversions strategy in a completely new account, and after three days, it just stopped working. Now I’m getting zero impressions and no clicks. Because of this, I’ll switch to the Maximum Clicks strategy to build up some momentum and then optimize it for conversions.

[@abu.waleed.21]

Hi Ben. Is there any disadvantage of moving an existing Ad Group to another Campaign or making it a separate Campaign?

[@RenataPet343]

Super interesting video❤

[@KeywordResearchSimplified]

*I’ve been guilty of this mistake in the past, and it’s crazy how much it impacts performance.*

[@Shayan82b]

Hello ben. How do you deal with the conversion drop after making changes and re-entering the bid strategy learning phase?

[@Shayan82b]

Had the same problem with facebook ads you months and got no answers.. until i just one time forgot to touch it and after weeks i noticed the ad had existed learning phase even tho it didnt get the needed comversion in the 7 day time period

[@BenHeathGoogleAds]

Usually the answer is just to give it time :)

[@deepakarora4187]

I’m running a travel agency campaign where I’m unsure about the conversion value of each lead. Everywhere I read it says you should opt for maximise clicks for the start once you have enough data switch to maximum conversions. In bid strategy learning process I got hand full of clicks and high CTR but no conversions. What is my best option at the moment?

[@lukamirtskhulava3]

Starting with Manual CPC is the best approach for your travel agency campaign. Focus on targeting only high-intent keywords-those that are more likely to lead to quality conversions. With Manual CPC, you'll have full control over your bids, ensuring you're driving the most relevant traffic. This will allow you to gather around 30 conversions, and the data you collect will be high quality. Once you have these 30 conversions, you can switch to a smart bidding strategy like Maximize Conversions. At this point, Google will use the quality data you've gathered to find similar leads and optimize your campaigns more effectively. It’s normal to have a high CPC at the beginning, but if your campaign is set up correctly, the CPC will naturally decrease as Google recognizes your ads are performing well. However, if your campaign isn’t set up properly, Google will see that you're not delivering the best possible experience for its users and will try to push you out of the system by punishing you with high CPCs until it becomes unsustainable for you.

[@stevemarketer4174]

Can i ask ? If google doesn't know what the conversion is , how it will optimize for max convs...?

[@BenHeathGoogleAds]

As you as you start generating conversions google will know what a conversion is. Then the optimisation process can start.

[@BenHeathGoogleAds]

Before that Google will use secondary metrics like clicks.

[@iamdigitalanmol]

Works for Meta too?

[@iselvarela3145]

This seems directed mostly to ECom, or does your advice apply to service businesses? stuck on a lower budget campaign trying to make it work

[@BenHeathGoogleAds]

It definitely applies to services as well. You may need to go with conversions instead of conversion value, but I'd rather you did that than optimized for clicks.

[@christianmosley5573]

All the advice I got is start with clicks until you can get 30 conv a month, then move to conversions.. so just screw that advice and move straight to conversions ? I’m a newbie with a one month old campaign and I think my CPC’s are too high

[@lukamirtskhulava3]

At the beginning, having a high CPC is normal. If you’ve set everything up properly, your CPC will decrease after you get around 100 clicks on your keywords. Google will recognize that your ads are performing well and lower your CPC. However, this takes time, and if your setup isn’t optimal, your CPC may never decrease. Google will see that you’re not delivering the best experience for its users and may effectively push you out of the system by penalizing you with high CPCs until they become unsustainable. Starting with Max Clicks is also not the best option because it focuses on maximizing clicks, not quality. The idea behind getting 30 conversions is to gather data for smarter bidding strategies like Max Conversions, which use that data to find similar high-value leads or potential customers. However, if you gather these 30 conversions with Max Clicks, they’re likely to be lower-quality leads since Max Clicks prioritizes low-cost clicks, and cheaper clicks often don’t lead to the best results. For new advertisers, I always recommend starting with Manual CPC, and don’t forget to deactivate Enhanced CPC to maintain full control over your bids.

[@joesdi]

Can i still change bidding strat of a 1 year old campaign? Help!

[@BenHeathGoogleAds]

Yes, but I wouldn't do so if the campaign is performing well. Better to create a new campaign instead

[@SubrataMandal-c5j]

Sir I need help please

[@garrysingh8387]

Sorry but only manual cpc saved my ass and I’m a traditional aliexpress dropshipper. Edit:- on manual cpc $20 = 100-120 clicks (2-4 sales) On smart bidding $20 = 18-20 clicks (if you got lucky) (0 sales)