Sep 26 in 💬 General discussion
Conversion value for email leads vs customers
Hi PPC friends,
We do launches 2x a year for each of our products, but we continually run ads in order to get email leads for these launches.
We’ve been using “maximize conversions” goals for all of our PMAX campaigns. One conversion for email signup, one conversion for buying a product.
But we want to try using “maximize conversion value” to teach Google to value customers more.
A customer is worth $900 to us - that’s the conversion value. And we’ve calculated that we need to get ~30 email leads from Google to get one sale.
The question is: what should we list as the conversion value for email leads? $1? $30?
$1 is kind of arbitrary, basically telling Google "we value customers 900x more" whereas the $30 is based on the 30 leads to 1 sale ratio we calculated.
One potential complication: Google will only get sales conversions 2x per year during our launches, then a 6 month wait until it gets more.
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Conversion value for email leads vs customers
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