Google brings Maximize Conversion Value bidding to Standard Shopping

Google rolled out Maximize Conversion Value bidding for Standard Shopping campaigns this week, a feature previously requiring a Target ROAS goal. This update allows advertisers to optimize for conversion value without setting a specific Return on Ad Spend target, providing more flexibility for their campaigns. Previously, advertisers seeking to maximize conversion value had to utilize a Target ROAS bidding strategy within Google Ads. The new option grants Google's bidding system greater autonomy in achieving maximum conversion value. This change is significant because it allows advertisers to leverage value-based bidding within Standard Shopping campaigns, which many prefer for their enhanced control and transparency compared to Performance Max. Before this update, advertisers often created feed-only Performance Max campaigns solely to access Maximize Conversion Value bidding without the constraint of a ROAS goal. This workaround is now potentially unnecessary, simplifying campaign structures for some accounts and reducing reliance on Performance Max for this specific bidding functionality. The update was first observed by performance marketer Yash Mandlesha, who noted its availability on LinkedIn.