Google Adds Maximize Conversion Value Bidding to Standard Shopping
â–¼ Summary
– Google is rolling out Maximize Conversion Value bidding for Standard Shopping campaigns without requiring advertisers to set a Target ROAS.
– Previously, advertisers had to use Target ROAS bidding to optimize for conversion value; the new option allows more flexibility.
– Advertisers can now use value-based bidding with Standard Shopping’s control and transparency, potentially reducing the need for feed-only Performance Max campaigns.
– This update narrows a key feature gap between Standard Shopping and Performance Max, giving advertisers more reason to stick with Standard Shopping.
– The change was spotted by performance marketer Yash Mandlesha on LinkedIn.
Google has quietly expanded access to its Maximize Conversion Value bidding for Standard Shopping campaigns, removing a restriction that previously tied the strategy to a Target ROAS goal. The change could lessen the need for advertisers to rely on Performance Max solely for value-based optimization.
Here’s what’s new. Google now allows Standard Shopping advertisers to use Maximize Conversion Value bidding without setting a mandatory Target ROAS. In the past, optimizing for conversion value required advertisers to specify a target, which limited flexibility. With this update, Google’s bidding system can automatically maximize conversion value without that constraint.
Why this matters. Advertisers can now tap into Google’s value-based bidding without being locked into a specific ROAS target. This gives Standard Shopping campaigns more freedom while preserving the control and transparency that many marketers prefer. It may also eliminate the need to run feed-only Performance Max campaigns just to access Maximize Conversion Value bidding without a ROAS requirement.
Context. Many advertisers have stuck with Standard Shopping because it offers clearer insights and more direct campaign management than Performance Max. But those who wanted value-based bidding often created feed-only Performance Max campaigns as a workaround. That workaround may now be unnecessary.
What advertisers should consider. You can now combine the control of Standard Shopping with a more adaptable value-based bidding strategy. For some accounts, this could simplify campaign structures and reduce dependence on feed-only Performance Max campaigns.
The takeaway. Google is closing one of the biggest feature gaps between Standard Shopping and Performance Max. Advertisers now have another reason to stick with Standard Shopping while still benefiting from automated value-based bidding.
Discovery. The update was first spotted by performance marketer Yash Mandlesha, who noted the new option on LinkedIn.
(Source: Search Engine Land)
