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Digital Phablet has observed that Google Ads is beginning to introduce the “Maximize Conversion Value” bidding strategy within Standard Shopping campaigns. Advertisers may notice an additional bid option labeled “Maximize conversion value” available under the Budget and Bidding Optimization settings for their Standard Shopping campaigns.
This update was highlighted through a screenshot shared by Yash Mandlesha on LinkedIn, showcasing the new bidding option.
Yash Mandlesha explained that previously, if you wanted to optimize for conversion value, you needed to set a Target ROAS. Now, it appears you can simply optimize for conversion value without specifying a target ROAS.
He further noted that the challenge with Google’s value-based bidding was that it required a ROAS target, which led many advertisers to run feed-only Performance Max campaigns solely to access Maximize Conversion Value bidding without the ROAS constraint. This workaround might no longer be necessary, opening new possibilities for campaign optimization.
This development was partly covered in recent updates related to Google Ads Smart Bidding Strategies, specifically targeting CPA and ROAS improvements.
Many PPC professionals are eager to test out this new bidding option as it offers greater flexibility in campaign management.
Discussions about this update are ongoing in various online forums and community groups.
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