How Many Conversions Do You Need in Google Ads?
Sep 26, 2023If you've been scouring YouTube for Google Ads tutorials, you've probably encountered the idea that you need a minimum of 30 conversions in your account before diving into a smart bidding strategy like Maximise Conversions.
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This guideline has been widely discussed, but its relevance to Performance Max campaigns has left many marketers puzzled.
In this article, we'll unravel the mystery behind the 30 conversions rule, a topic that was recently addressed during a live session in my paid community, featuring insights from two Google Ads experts based in Sydney.
Why the 30 Conversions Rule Matters for Performance Max Campaigns
During the live session, the Google Ads specialists were crystal clear: to maximize the effectiveness of your Performance Max campaign, it's highly recommended to initiate Performance Max in an account that already generates a consistent 30 conversions within 30 days.
This requirement is twofold: not only should your account have the capability to produce these conversions, but your campaign budget should also be set at a level that can support this goal.
For example, if your average cost per conversion across your account is $10, you should allocate a monthly budget of at least $300 for your Performance Max campaign ($10 per day).
Why Is This Crucial?
The fundamental reason behind this requirement lies in the nature of Performance Max campaigns themselves. Performance Max campaigns are specifically designed for one primary purpose: driving conversions.
This intention is evident when you set up a Performance Max campaign. To identify conversions, a new Performance Max campaign relies on data from three main sources:
- Keywords and Audiences: The keywords and audiences you define in your audience signals serve as the starting point for the search terms and user profiles that Google will target. This initial selection plays a pivotal role in campaign success.
- Conversion Data: Your campaign leverages the conversion data present at both the account and campaign levels. This data informs the campaign's bidding strategy and optimization.
- Indexed Data: Google explores audiences that are converting for other businesses offering similar services or products. This indexed data helps expand your campaign's reach to potential customers.
In essence, the more historical data you have in your account to feed into your new Performance Max campaign, the quicker you'll witness results.
What If You Don't Meet the 30 Conversions in 30 Days Threshold?
While the 30 conversions in 30 days guideline is considered best practice, it's crucial to understand that Performance Max campaigns can still perform admirably even if you fall short of this benchmark. However, in such cases, it may take a bit longer to see substantial results.
In conclusion, the 30 conversions rule serves as an optimal starting point for your Performance Max campaign. By meeting this threshold, you provide your campaign with the data it needs to hit the ground running and generate conversions efficiently.
Nonetheless, remember that Performance Max can still work its magic before reaching this milestone; it just requires a little more patience.
