Maximize Conversions Bidding

Maximize Conversions Bidding is a form of bidding in which Google attempts to get you the most conversions possible for the budget you set. Prior to 2018, Grantees were not allowed to use this form of bidding. However, not only can nonprofits now use this form of bidding, but in doing so they are allowed to go above the $2 cost-per-click limit that is imposed on Grantees using Manual Cost-Per-Click Bidding. I cannot overemphasize what a game-changer this is. For the past 15 years, Grantees had to make do with keywords that for-profits didn’t want very much, as those are the only ones that nonprofits could pay for when limited to $2. Because there is an auction system with AdWords bidding, generally the more valuable a keyword is the higher it will get bid up, so those below the $2 threshold are those that don’t have many advertisers bidding on them and don’t have advertisers willing to bid high amounts for them. Now the playing field has been leveled as Grantees can set up their maximize conversions bidding to pursue keywords they’ve never been able to before. I must note that simply changing your bid type to maximize conversions bidding in your campaign will not work. You must have conversion tracking set up correctly first.

Read Google’s definition.