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# demand-generation
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If it is a new campaign, you can try maximize clicks for volume and then switch to max conversions. But yes, max conversions has worked well in my last two roles. One of the problems with max conversions would be that founder will escalate - "hey, I tried our keyword and cannot see the ad!"
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Yes, you can start with maximize conversion campaign. In starting the cost per conversion can be high but by the time it will decrease. Also keep an eye on search terms and mark keywords negative which doesn't fit with your product.
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v
Yes, if your Google Ads already has a good amount of conversion data. You can try max clicks bidding strategy to get as many qualified clicks from search. A good landing page and an offer can convert them easily. Max conversions usually limits the number of clicks you get and drastically increases the bids for a few selected searchers that Google believe to be more likely to convert. Max clicks always wins against max conversions from our M-O-M comparison.
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@Vishal Pandurangan - does it consider historic conversion data of the same ad group or across all ad groups?
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@Reza - based on individual ad group & keyword levels
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