The easiest way to answer this question is by providing a few use case examples:
Use case 1: Lead generation.
You want to generate as many leads as possible and don’t want to prioritize certain campaigns.
To achieve this, you’ll need to select “Conversion values cannot be determined” and input the same value for all campaigns.
Use case 2: You want to prioritize certain campaigns.
You want to generate as many leads as possible and want to prioritize certain campaigns.
To achieve this, you’ll need to select “Conversion values cannot be determined” and input a higher conversion value for the campaigns you want to prioritize.
Use case 3: You want to prioritize certain types of conversions.
For instance, if you’ve set up different conversion actions in Google Ads and want to prioritize some of them, then you can input different conversion values for each of them, starting from the top of your conversion funnel.
- Conversion action Single Opt-In (SOI): $5
- Conversion action Double-Opt-In (DOI): $10
- Conversion action sign-up: $100
Note: Adspert will optimize every conversion action listed under Include in ‘Conversion’ in Google Ads. You’ll then need to determine each action’s conversion value in Adspert.
Use case 4: You want to use real conversion values.
Finally, if you’ve configured a dynamic conversion value on your advertising platform (for instance Revenue or Profit Margin), then you should select the “Get conversion value via <platform>” option so that Adspert can automatically determine your conversion values.