Google gives you the opportunity to set bids automatically in order to get the most conversions for your campaign depending on your budget. It works with machine learning which optimizes bids and offers auction-time bidding capabilities that tailors bids for all your auctions. Now, Google extended the maximise conversions bidding for advertisers who are using TrueView for Action campaigns.
The TrueView for Actions campaigns allows you to add visual prompts to your video ads. The purpose of this technique is to drive leads and conversions by adding a CTA and headline text on your video on YouTube. This encourages your potential customers to engage with your content and discover your services and products.
The fact that Google extended maximise conversion bidding will help marketers to get as much conversion volume as possible. However, if your customer has a specific ROI goal for their video campaigns, Target CPA is a better option. You will be able to get more while paying less for clicks that will lead to your services or products.
“This new feature is an efficient way to optimize conversions as the platform will automatically tailor bids to get as many conversions as possible. Indeed, with the target CPA bidding option, if you set the wrong CPA (most of time too optimistic), this will results in low media spends and bad performances as the platform will have to few data to efficiently adapt bids. For a small campaign (in terms of duration/media budget), we will recommend to use this strategy, and then eventually switch to the “target CPA” when the algorithm has enough data and on our side an idea of the CPA.” Simon Crabbe, Programmatic Expert.