Google is giving Standard Shopping advertisers access to a bidding strategy that was previously tied to a Target ROAS goal, potentially reducing the need to use Performance Max solely for value-based bidding.
What’s happening. Google is rolling out Maximize Conversion Value bidding for Standard Shopping campaigns without requiring advertisers to set a Target ROAS.
Previously, advertisers looking to optimize for conversion value had to use a Target ROAS bidding strategy. The new option allows campaigns to maximize conversion value while giving Google’s bidding system more flexibility.
Why we care. Advertisers can now use Google’s value-based bidding without being constrained by a Target ROAS goal. This gives Standard Shopping campaigns more flexibility while preserving the control and transparency many advertisers prefer, potentially removing the need to run feed-only Performance Max campaigns just to access Maximize Conversion Value bidding.
Between the lines. Many advertisers have continued to favour Standard Shopping because it offers greater control and transparency than Performance Max. However, those wanting Google’s value-based bidding often created feed-only Performance Max campaigns simply to access Maximize Conversion Value bidding without a ROAS constraint.
With this update, that workaround may no longer be necessary.
Why advertisers should care. Advertisers can now combine the control of Standard Shopping with a more flexible value-based bidding strategy. For some accounts, it could simplify campaign structures and reduce reliance on feed-only Performance Max campaigns.
The bottom line. Google is narrowing one of the biggest feature gaps between Standard Shopping and Performance Max, giving advertisers another reason to stick with Standard Shopping while still benefiting from automated value-based bidding.
First spotted. This update was spotted by performance marketer Yash Mandlesha, who shared spotting the option on LinkedIn.
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