What are value rules ?
This is a configuration that we can make in Google Ads at the account or campaign level and that allows us to more clearly express the value that conversions have for our company depending on who carried them out.
We can adjust the value of conversions based on three saudi arabia phone number list factors: geographic location, device, and audience.
How do they work?
Based on an adjustment in one of these three factors, the value of the conversions, included in the conversions column at the account level or selected at the campaign level, changes based on the rule we have defined. For example, we could increase the value for conversions generated by users who make a purchase from Barcelona by 20%, reduce the value for conversions generated by users who make a purchase from mobile by 30%, or reduce the value for conversions generated by users in our customer match audience by 50%, for example.
For example, in the first case: “increase by 20% the value for conversions generated by users who make a purchase from Barcelona”, it would imply that if the value of the conversions generated by these users was €20,000, with this rule it will become €24,000.
In any case, and very importantly, only one rule can be executed on each conversion event.
What are the benefits of using them?
You have to be careful with its application and Quick Signs reporting, as it is still a fictitious value. It is not that we have billed a higher or lower amount, we are simply transferring to the system that we are willing to pay more or less for conversions that come from a certain geographic area, device or audience.
Why do it? Almost all the new campaigns that Google is launching and the entire bid optimization ecosystem is evolving towards is total automation. Value rules are nothing more than an additional lever that Google makes available to us to be able to alter the behavior of the system with corporate inputs when bidding more or less in the different auctions.
Continuing with the previous example, if we know, from our internal data, that the LTV of users in Barcelona is 20% higher than the average for other locations, we can transfer this to the system so that it bids more aggressively for these users by creating a value rule.
How can I configure them?
We can create value rules at two levels:The complex thing about implementing these value rules is not the configuration itself on the platform itself, but thinking and deciding what the optimal adjustment is that we must make so that the system takes it into account in the way we want. We strongly recommend that the adjustments be very small and that, based on the results, you make progressive changes to them.