Conversion goals provide a way to categorise your conversion actions and control campaign optimisation. To improve performance and better align Google AI to your business objectives, you may occasionally want to make changes to conversion goals used for Smart Bidding. This page provides best practices that should be followed for the type of change that you intend to make.
Some of these changes include the following:
- Changing bid strategies. For example, moving from Maximise conversions with a target CPA to Maximise conversion value with a target ROAS.
- Change to a new conversion goal by adding or removing a conversion goal from your campaign settings. For example, switch from the upper funnel event like 'Add to basket' to lower funnel events such as 'Purchases'.
- Modify the composition of your goal while maintaining the existing conversion goal settings, whether account-level default or campaign level. For example, adding or removing conversion actions from a conversion goal, or updating the action optimisation setting of a conversion action (primary, secondary or custom), changing your conversion source or changes to your conversion volume or value scales.
Smart Bidding will take some time to learn after any changes made to conversion goals or actions. The best practices below will allow you to better understand the implications of these changes on Smart Bidding, and help you mitigate performance disruption. There are different approaches to take based on the kind of change that you want to implement and where your account currently stands in the process. Before making any change to conversion tracking, ensure that budgets are set to the amount that you intend to spend.
This document applies to search campaigns and Shopping campaigns, but not to Search Ads 360. The workflows below reference conversion goals but are applicable to any combination of changes described above.
