Google Ads Value-Based Bidding: How It Works, Best Practices & Common Pitfalls | PPC Town Hall 52

Stop using #TargetCPA bidding.

Instead, move to #ValueBasedBidding to maximize your profitability.

To help you learn more about Value-Based Bidding, how it works & more, we brought in experts from Google — Alex and Rebecca.

In this episode of PPC Town Hall, you will learn:
• Why you should move from Target CPA to Value-Based Bidding
• What is Value-Based Bidding and how it works
• Best practices and common pitfalls while using Value-Based Bidding

Our expert guests:
• Alex Ioch, Google
• Rebecca Chiu, Google

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0:00 Introduction
5:03 With value bidding, you spend your marketing budget to reach higher value customers
8:33 With Value Bidding you are one step closer to bidding to business outcomes
13:25 Value Bidding Framework: There are a number of key products to be enabled along the path
15:49 Value bidding strategies can work for businesses of all shapes and sizes
21:14 1. Share data: Different ways to pass your data back to Google Ads conversion tracking
23:15 1. Share data: New UI on Primary Action vs. Secondary Action for conversion
24:35 Once the conversion tracking is in place, there are different types of conversion values
30:32 Key features that can help you adjust value based data
33:18 3. Bid to business outcomes: Enable value based bidding and begin maximizing your conversion value
41:42 Conversion Value Rules:Use conversion value rules to further differentiate your customers
44:27 As a reminder, continue to follow best practices bidding to conversion values
46:37 Check the Bid Strategy Report to analyze performance
47:26 Key things to keep in mind while making the switch to value-based Smart Bidding