Introduction to Max Conversion Value Bidding

A new bidding type, Max Conversion Value, is now available to all advertisers.This bidding strategy is connected to Target ROAS (Return on Ad Spend) and allows you to switch between Target ROAS and Max Conversion Value based on your campaign needs. Here’s how it works:

• Max Conversion Value prioritizes spending your budget efficiently to achieve the highest possible conversion value.
• It requires data to optimize effectively, meaning you need at least 20 completed payments or sales at account level for the past 14 days before the model can fully optimize.
• If your Target ROAS campaign struggles to spend the budget, switching to Max Conversion Value can help.

How do I set it up?

1. Create a new campaign and select ‘Website Conversions’ as your objective.
2. In your ad set, select ‘Conversion Value’ for your optimization goal and ‘Maximize conversion value’ for your bid type.

Best Practices for Testing

• If a Target ROAS ad set is not spending its budget, try switching to Max Conversion Value to improve performance with a proper initial daily budget.
• Start by setting up a new ad set with a small budget to test the effectiveness of Max Conversion Value.
• Once you gather enough data (at least 20 sales or completed payments), you can decide whether to continue with Max Conversion Value or switch back to Target ROAS.

Which bidding strategy is right for you?