Google AdWords Introduces Maximize Conversions, A New Smart Bidding

Set AdWords bid strategy to "Maximize Conversions" to get the most out of your budget. Validation rules for new dynamic ad group type in Search campaigns.

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Google is helping advertisers to make the most out of their AdWords budget, with the new 'Maximize Conversions,' a new Smart Bidding strategy introduced Tuesday to AdWords, that automatically sets the right bid for each auction proving the most conversions from your daily marketing budget.

The new Smart Bidding, uses Google's machine learning technology for optimizing conversions across every ad auction — also known as "auction-time bidding".

To set up Maximize Conversions, simply go to campaign's settings page in your Google AdWords account, then click "Change bid strategy" and select Maximize Conversions. Additionally, advertisers can also test Maximize Conversions, get insights and monitor bid strategies for their performance.

In the screenshot under, you can see how to set up your bid strategy to "Maximize Conversions" to get the most out of your budget:

Set bid strategy to Maximize Conversions to get the most out of your budget
Maximize Conversions with Smart Bidding

Google in an example explains the Smart Bidding says, for example, "if you're a clothing retailer trying to quickly sell last season's styles, Maximize Conversions will help you get you the most number of sales from your existing budget by factoring signals like remarketing lists, time of day, browser and operating system into bids."

Check out this AdWords Help Center to learn more about maximizing conversions with Smart Bidding.

Google at the recently concluded I/O announced of rolling out new AdWords interface today said, that starting this week, advertiser will now be able to create dynamic search ads (DSA) using the new dynamic ad group type in Search campaigns with Dynamic Search Ad settings.

Google notes, that advertisers should be aware that when they create dynamic ad groups in the new interface, "AdGroupType values for dynamic ad groups will be returned as UNKNOWN in all AdWords API versions."

If your application manages accounts that have access to new AdWords interface, or if you have ad groups with type UNKNOWN, ensure that you properly handle these cases by: "Adding only DynamicSearchAds to dynamic ad groups," "Avoiding the use of a Keyword as a BiddableAdGroupCriterion in dynamic ad groups."

Further, the company said, ad groups with AdGroupType of SEARCH_STANDARD aren't affected by this change. So, you can still add expanded text ads, dynamic search ads, call ads, and various criterion types to them.

The following rules applied to dynamic ad group type:

  • Only DynamicSearchAds are allowed to be created in a dynamic ad group.
  • A Keyword cannot be added as a BiddableAdGroupCriterion. Attempting to do so will result in an OPERATION_NOT_PERMITTED_FOR_AD_GROUP_TYPE. It can be added as a NegativeAdGroupCriterion though.

And, as described in this guide, some settings and criteria are required, such as WebPage and DynamicSearchAdsSetting, when you create dynamic search ads in the AdWords API. "These settings can still be added and modified in the dynamic ad group type," said Google.

Google also now allows some qualifying merchants to add a new "Buy on Google" button to the top of their search ads through the new limited beta program. Currently, the program is also limited to mobile search only as searchers on the Android will be able to see the "Buy" button.

Google says the new service, "help shoppers easily purchase on Google, so you can grow conversions and drive new customers."

It's an option that now appears in the Google Merchant Center under the "Purchases on Google." Clicking on the "Buy" button will send Google Wallet users to a Google-hosted page where the product can be purchased.