The Curious Case Of Max Conversions

Max Conversions

We’ve all started a campaign on max conversions in google and watched in horror as it spends over 3x the budget in under 6 hours, with little to show for it.

Frustrating is an understatement!

This WILL happen. There’s no way around it, no hacks to stop it, it’s as inevitable as death and taxes.

However, here at Flexxable, we always try to turn a negative into a positive! This can be something you can use to your advantage!

Before you cry out “WHAT HAVE YOU BEEN SMOKING DAN! How can this possibly be turned into a positive”.

Hear me out.

Firstly…

For max conversions, have a budget in mind you want to start with… Then half it.

This will mitigate the amount google spends over and above you limit.

It still may spend over it or it may spend a little below, but it will protect you from a heavy overspend no matter what.

Secondly…

Try and turn your max conversions campaign on early in the morning. This allows the campaign to spend a little more evenly.

Too many times have I been eager to get a new campaign up which I’ve been sure will crush it. Turn it on at 7 pm and it wastes a ton of money in an hour or two with nada to show for it.

No matter how hot you think this new campaign will be, try and wait to turn it on in the morning.

Thirdly…

This can be a good chance to test a lot of creatives quickly. It might not be enough data to decide on CPL’s, but the metrics you want to look for at View Rate %, CPC, & CTR%. This can give you a good indication of which ads are going to be good going forward.

Think of this initial overspend as your “creative testing budget”, and use it to your advantage!

Watch my video on max conversions to learn more. If you have any questions ask below.

If you want to have chat, send me a Facebook message.

Hey everyone, it's Dan Wardrope here from Flexxable.

Today I want to talk to you about using max conversions, the bidding tool, bidding strategy, I guess, over on AdWords.

I see a lot of people that are in my program, and elsewhere, complaining about how when you switch on a max conversion campaign, it just kind of triples your ad spend, and sometimes can spend vast amounts of money within the first three hours of the day, for example.

That can be incredibly frustrating, so I guess I got two points for that.

Obviously, if you're starting out with max conversions and you're worried about your budget, then maybe start with half of what you expect to spend.

You're probably still going to spend over a little bit but Google has a habit of smoothing it out over time, so you don't want to go too low.

So I reckon half to two thirds of the budget that you're willing to start with, because sometimes they don't spend triple, sometimes they'll only spend 1.5 times, so that's always a good tip.

And the second thing to consider is that this is actually a good thing in a way, because the whole point of running max conversions is being able to test creative and test your audience.

So it's about finding the winning combination of those two things.

So when we start out with a max conversion campaign on YouTube, for example, we always have one campaign and four or five different audiences, and then four or five different creatives within each of those audiences, and the whole point is to figure out what's working, or what's not working.

So I hope that helps for today.

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Take care, bye.