An advertiser assigns a lead score in their CRM based only on the geographic location the lead came from. This geographic location score is available in Google Ads campaign reporting as a conversion value to Google Ads and a Smart Bidding signal. If needed, how should the advertiser apply conversion value rules?
The advertiser should apply conversion value rules based on all information possible, including geographic location, audiences, and devices.
The advertiser should apply conversion value rules for geographic location and also devices since they know this correlates to lead quality.
The advertiser should apply a conversion value rule based on additional information not factored in the imported value, like an audience.
The advertiser should apply a conversion value rule based on geographic location, since this is what they care most about.
Explanation
Analysis of Correct Answer(s)
The correct answer is chosen because conversion value rules should directly reflect the advertiser's most important business priorities.
- The scenario explicitly states the advertiser's lead scoring model is based only on geographic location. This indicates that geography is the sole dimension they currently use to determine a lead's quality and value.
- Therefore, if the advertiser needs to apply a conversion value rule to adjust the imported values, the rule should be consistent with their established valuation strategy. Applying a rule based on geography aligns directly with what the business "cares most about." This ensures that any adjustments made within Google Ads support, rather than conflict with, their core business logic for lead scoring.
Analysis of Incorrect Options
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Applying a rule based on additional information (like an audience): While this is often a best practice in other situations, it is incorrect here. The prompt gives no information that the advertiser values audiences or any other factor. Applying a rule based on an unstated priority would be making an assumption. The best action is to work with the priorities the advertiser has explicitly defined.
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Applying rules based on all possible information: This is not a strategic approach. Effective use of Smart Bidding relies on clear and meaningful value signals. Adding rules for every possible dimension can introduce noise and dilute the impact of the most important signals.
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Applying rules for geography and devices: This option is incorrect because it assumes the advertiser values leads differently based on the device used. The scenario provides no evidence to support this assumption, making the addition of a device-based rule inappropriate for this specific advertiser's strategy.