Max Conversion Value consistently provides superior ROAS and CPA compared to other Google Ads approaches, whereas Max Clicks remains an underappreciated yet potent alternative.

This insight emerges from a recent study carried out by Optmyzr, a tool designed to enhance PPC management.

Why it matters. Selecting the appropriate bidding method is essential for optimizing ad effectiveness, but conflicting guidance and frequent updates regarding available options complicate the decision-making process.

Key aspects explored.

• Which bidding strategy is the most efficient overall: Smart, Auto, or Manual?
• Can setting bidding strategy targets enhance campaign efficiency?
• Do bid limits contribute to improved campaign efficiency?
• What are the actual conversion benchmarks for peak performance?
• Does expenditure play a role in the success of a bidding strategy?
• How many advertisers employ more than one bidding strategy?

Additional notable results.

• Advertisers who utilize Manual CPC usually encounter inferior CPA, CTR, and conversion rates, even though their ROAS remains acceptable.
• Establishing bidding strategy targets tends to degrade performance, and bid caps exhibit mixed effects.

Statistically speaking. Greater spending doesn’t automatically lead to better outcomes; Manual bidding improves alongside higher budgets.

• 48% of advertisers deploy multiple bidding methods within the same account.
• Campaigns with 50 conversions over 30 days demonstrate superior performance across all strategies.

Things to ponder during testing. When delving into bidding strategy experiments, keep these factors in mind:

• No single best strategy: There isn’t a universally superior bidding approach among Smart, Auto, or Manual—it hinges on implementation and the account's conversion count.
• New accounts: Manual and Auto bidding strategies function effectively in the initial phase as they don’t depend on conversions, aiding advertisers in grasping auction dynamics.
• Smart bidding and conversion threshold: Smart bidding proves beneficial once an account achieves at least 50 conversions in a 30-day span, irrespective of budget. High budgets don’t ensure better results—small-budget accounts can outshine larger ones.
• Conversion data significance: Accounts with more conversions (50 ) fare better, even with Manual bidding, concerning CPA, ROAS, CPC, and CTR. For accounts with fewer conversions, leveraging micro-conversions in Smart bidding aids, provided advertisers assign precise values to each action for enhanced budget distribution.
• Budget and bidding strategy – Manual bidding relates directly to budget size, whereas other strategies struggle with abrupt budget shifts. Adjustments in Smart bidding necessitate 2-3 weeks for performance stability.
• Bid caps, floors, and targets: Setting parameters such as bid caps and floors can either bolster or hinder performance, often due to human error. Maintaining bid caps within 10% of the daily budget ensures adequate clicks per day and prevents inefficient budget usage.

The research. Optmyzr examined Google Ads bidding techniques across 14,584 accounts spending between $1,500 and $5 million monthly. Access the complete analysis here: The Impact of Bidding Strategies on Google Ads Performance

What comes next. Optmyzr’s evidence-based insights provide practical advice for marketers. Advertisers should experiment with strategies aligned with conversion volume and tread carefully with aggressive budget or goal modifications.

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