Hank wants to use a ‘Maximise conversions’ campaign with the Performance Planner. Which recommendation can be provided to Hank by the Performance Planner?
Correct Answer
A recommended average daily budget
Key takeaways
Maximise conversions takes no target, so budget is the lever.
Performance Planner recommends an average daily budget for it.
Target CPA and target ROAS recommendations apply to those strategies.
Why is this the correct answer?
Maximise conversions has no target to tune — it simply spends the budget pursuing as many conversions as possible — so the lever that changes its outcome is the budget itself. Performance Planner therefore recommends an average daily budget for that campaign. The target-based recommendations only apply to strategies that actually take a target, which is why a CPA or ROAS suggestion would make no sense here.
Why are the other options wrong?
Recommended campaign bid scaling
Bid scaling is not what the Planner outputs for this strategy, and maximise conversions does not expose a bid to scale.
A recommended Campaign-level Target ROAS (return-on-ad-spend)
Target ROAS is a different bidding strategy. A ROAS recommendation applies where that strategy is in use.
A recommended Campaign-level Target CPA (cost-per-acquisition)
Target CPA is likewise a different strategy. Maximise conversions does not take a CPA target.
Frequently asked questions about this topic
When should I move from maximise conversions to target CPA?
Once the campaign is producing conversions consistently and you know what one is worth. Maximise conversions is a good way to establish that baseline; a target then holds the campaign to an efficiency you have chosen deliberately.
Topics in this question
About the Shopping Ads Certification
The Shopping Ads Certification checks that you can run retail campaigns end to end: product data in Merchant Center, linking it to Google Ads, and choosing between Standard Shopping and Performance Max to drive sales and value.
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