Millie is managing a Google Ads campaign for a new client who’s tracking all important actions post-click and values each of their conversion actions equally. What type of automated bidding strategy would be ideal for this client?
Correct Answer
Conversion-focused bidding
Key takeaways
Valuing every conversion equally points to conversion-focused bidding.
Target CPA and maximise conversions count conversions rather than revenue.
Revenue-focused strategies apply where conversion values differ.
Why is this the correct answer?
The client values each conversion action equally and is tracking actions after the click, which is the definition of a conversion-focused goal. Strategies such as target CPA and maximise conversions count conversions rather than weighting them by revenue, so they fit a client who cares about the number of actions. Had the client valued conversions differently from one another, the revenue-focused family would have been the answer.
Why are the other options wrong?
Consideration-focused bidding
Consideration is a marketing funnel stage rather than a bidding category in Google Ads.
Awareness-based bidding
Awareness bidding optimises for impressions and reach, which is not what tracking post-click actions describes.
Revenue-focused bidding
Revenue-focused strategies weight conversions by value. This client values them equally, so that weighting is unnecessary.
Frequently asked questions about this topic
What if some conversions are genuinely worth more?
Then assign values and move to a revenue-focused strategy. Counting a newsletter signup equally with a purchase pushes the bidding towards whichever is cheapest to obtain, which is rarely the one that matters.
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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