How to get better leads and conversions with Google’s AI – Search Engine Land

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If you’re looking for ways to modernize your PPC optimization, you’ve probably come across value-based bidding (VBB). This technique revolves around teaching AI systems at Google and Microsoft what types of conversions you value most. Together with automated bidding and ad formats like responsive search ads (RSAs), the ad platforms can then prioritize getting you more of the best conversions and significantly improve the results from your ad budget.

VBB can make successful advertisers better, and it can even be a solution for advertisers who’ve tried and failed at PPC because they were unhappy with the quality of the conversions when leads were low quality or buyers made too many returns.

In this article, you will learn how to deploy VBB for three different types of advertisers: pure-play e-commerce, hybrid retail and lead gen.

The…

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