What They Are & How to Implement

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Advertisers will now have greater control over smart bidding with conversion value criteria, according to Google Ads.

Conversion value rules modify the value of a conversion depending on variables that influence the quality and worth of leads.

What are Conversion Value Rules, and how do they work?

By implementing conversion value rules, marketers may tell Google Ads which variables are most important to them.

Advertisers may use the criteria to indicate whether a conversion is worth more or less than the average conversion, depending on the auction’s features. Advertisers and smart-bidding algorithms will be able to bid and budget more efficiently with this capability.

When it comes to applying rules, what factors may advertisers choose from?

Advertisers may use rules to control things like location, device, and audience.


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Local companies, for example, may signal that a conversion is more valuable to them if the lead is local. B2B businesses may use precise demographics to prioritize their B2B consumers. Customers with a high LTV may have their conversion value increased by a merchant.

Scenario with a Conversion Rule as an Example

Let’s suppose a gadget generates a large number of leads but, regrettably, does not convert as well from lead to sale. You might use a conversion rule to inform Google that such conversions are only worth half of the campaign’s existing value.


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Assume the account has been set up to value all conversions at $20. If mobile leads convert to sales at half the rate of desktop leads, a conversion rule may be implemented to inform Google that mobile leads are only worth half as much as other leads. Then, for mobile searches, Google would use a $10 value while continuing to optimize all other searches for a $20 value.

What is the process of making rules?

Advertisers may go to their account’s conversions settings and pick value rules from the left-hand side. You’ll be able to pick from sub-categories after selecting the main conversion of audience, device, or location. Within a category, you may choose several choices (for example, Texas, California, and Michigan), and those selections will be regarded as an OR condition, meaning that the rule will apply to searchers from any of those regions.

There can’t be several rules for the same device.

Secondary conditions may be used, but the rule will only execute if both primary and secondary circumstances are satisfied. Secondary conditions may be of any kind, but they must be distinct from the main disease. You can’t select locations for both the main and secondary rules, for example.

The value adjustment is then defined. You have the option of multiplying or adding. You may multiply the conversion value by anything between.5 and 10 times. Using the “add” criterion, you may add a positive value to the conversion value that has already been provided.


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What are the methods for enforcing rules?

At the time of the auction, rules are implemented depending on the criteria given.

Only one rule may be applied to a particular conversion, regardless of how many rules are put up. If a client satisfies the criteria for several value rules, Google uses the following reasoning to choose which one to use:

  • The most exact location rule is used for the location rule.
  • Google will follow the structure shown below when it comes to audiences. In the event of a tie, Google will choose the “multiply” reasoning over the “add” logic. If there is a tie, Google will pick the most significant change.
  • This is the audience application hierarchy, which means that customer match rules take precedence over all other audience rules in instances where they overlap, and so on:
    • Customer compatibility
    • Remarketing & Similar Audiences,
    • Affinity & In-Market audiences
    • Demographics in Depth


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Is it possible to generate reports based on conversion value rules?

The segment tool on the campaign tab may be used to report on conversion value rules. You may then choose “conversions” and “value rule adjustment” from the drop-down menu. You’ll be able to choose one of the following section choices from there:

  • Original value (rule applied) – displays the value of conversions affected by the rule.
  • Original value (no rule applied) — this displays the entire value of conversions for which no rule was applied.
  • The net adjustment when rules were applied to the audience, location, or device.
  • You may use this in combination with the conversion value rules segmentation if store visits reporting columns and conversion value rules segments are chosen.

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Frequently Asked Questions

What mean they are?

They are the people who make the game.

Are they or they are?

They are.

What does their mean in a sentence?

Their means they are.

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