How to Handle Campaigns with Infrequent/High-Ticket Conversions.
A note on the care and feeding of the algorithms.
When managing campaigns with infrequent and/or high-ticket conversions, I sometimes have trouble getting even my highest quality terms to spend. And if you can't serve ads, you can't create value.
After probably too-much thought, reading, and some discussions with colleagues, and Google Reps, I surmised that infrequent conversions don't provide enough data to feed the algorithm. Thus, the algorithm can't "maximize conversions", so the ads don't serve.
To test this, I ran the same keywords and ads with a "Maximize Clicks" objective. Lo and behold, after deploying the "Maximize Clicks" objective, I was able to serve $100/day where before I could spend zero. I was able to feed the algorithm with click data easily and frequently and therefore I was able to get some traction on my highest quality keywords. Then, I was able to optimize the campaign from click, site visit, and yes, even conversion data.
The two screenshots below demonstrate the same campaign (identical keywords and ads) but with different objectives. I ran the "Maximize Conversions" campaign for 7 days without a single impression. After 11+ days with the "Maximize Clicks" Objective, I had spent $1,100 ($100/day). AND, I can see conversions building.
While the algorithms can be helpful, blind reliance on black box algorithms can lead to trouble. If you are working with high ticket, infrequent conversions or a new brand with limited conversion history, try the “Maximize Clicks” objective to get some traction.
Use "Maximize Clicks" instead of "Maximize Conversions" to get your ads to serve
“Maximize Conversions” objective resulted in no ads served
when I changed the campaign objective to “Maximize Clicks” the ads started serving.
While this post focuses on paid search, I’ve found similar results with Display. And make sure you have FouAnalytics in place on the landing pages to check whether your campaign clicks are humans or bots, and actively remove domains and apps that are sending bot clicks. Once launched, It is the optimization work we do that really makes our campaigns produce value.
Hi Alex! Great post - the strategy we use is to always start with maximize clicks and use ad copy that leans into the intent / action / conversion desired on site. Then once you have enough conversions, switch to maximize conversions. You can also adjust the amount you are willing to pay for conversions from highly aligned & relevant searches (keywords) versus more broad keywords to continue to optimize paid search to the most aligned and likely to convert audience.