The Conversion Funnel method allows you to profile the relative value and importance of impressions, clicks, conversions or revenue to your business. You can do so using either of two modes:

1. Basic Mode

Basic Mode allows you to set:


• Priorities for events in the sales funnel using qualitative importance levels such as: High, Medium, Low or Not Important.
• A preferred ad position in the results.
• How much you will let the optimiser bid on keywords in the campaign or ad groups.
Learn how to optimise for Conversion Funnel Events using the Basic Mode.


2. Advanced Mode


• Advanced Mode includes the same features as basic mode, plus the ability to set monetary values to establish the value of events in the sales funnel.
Learn how to optimise for Conversion Funnel Events using the Advanced Mode.

Optimising for Conversion Funnel Events using Basic Mode

1. Select a campaign.
2. If Campaign Optimisation is on, click the down arrow to the right of the Campaign Settings button and select 'Optimisation Guidelines'.
3. If Campaign Optimisation is off, click here to learn how to turn it on.
4. In the Optimisation Type field, select 'Conversion Funnel'.
5. In the Mode field, select 'Basic'.
6. For the Customer Seeing Your Ad (impressions) and the Customer Clicking Your Ad (clicks) fields, select an importance level.
7. If conversions or revenue is important to you, check the 'Optimise Based On Conversions' or 'Revenue' box, then do the following:



• If you are interested in the number of conversions rather than revenue, select 'Conversions'; otherwise, select 'Revenue from conversions' (Min. ROAS).
• Select an importance level relative to impression and click events.
8. If you want your ad placed with a given rank or higher, check the 'Set a preferred minimum position' box and enter the value for the lowest rank you want. For example, if you want your ad to appear as one of the top three listings in the results, specify 3.
9. Select the Bid Limit Headroom percentage, which defines the amount the optimiser adds to a current bid to automatically set initial or revised bid limits for you.
10. Optionally, set a Campaign Bid Limit.
11. Click 'Save Changes'.

Optimising for Conversion Funnel Events using Advanced Mode

1. Select a campaign.
2. If Campaign Optimisation is on, click the down arrow to the right of the Campaign Settings button and select 'Optimisation Guidelines'.
3. If Campaign Optimisation is off, click here to learn how to turn it on.
4. In the Optimisation Type field, select 'Conversion Funnel'.
5. In the Mode field, select 'Advanced'.
6. For the Customer Seeing Your Ad (impressions) and the Customer Clicking Your Ad (clicks) fields, select an importance level.
7. If conversions or revenue is important to you, check the 'Optimise Based On Conversions' or 'Revenue' box, then do the following:



• If you are interested in the number of conversions rather than revenue, select 'Conversions'; otherwise, select 'Revenue from conversions' (Min. ROAS).
• Select an importance level relative to impression and click events.
8. If you want your ad placed with a given rank or higher, check the 'Set a preferred minimum position' box and enter the value for the lowest rank you want. For example, if you want your ad to appear as one of the top three listings in the results, specify 3.
9. Select the Bid Limit Headroom percentage, which defines the amount the optimiser adds to a current bid to automatically set initial or revised bid limits for you.
10. In addition to qualitative importance levels (High, Medium, Low or Not Important), set a monetary value for relative importance in the following fields:



1. Customer Seeing Your Ad (impressions)
2. Customer Clicking Your Ad (clicks)
3. If selected, either Conversions on Your Web Site or Revenue from Conversions.


11. Set values in either of two ways:



1. Manually enter values of your choosing.
2. Click 'Calculate Now' to have the optimiser suggest values based on historical performance.


12. Optionally set a Campaign Bid Limit. Keywords inherit this value unless their current bids are higher.
13. Click 'Save Changes'.

Note: If you are not sure what values to start with, consider letting the optimiser initialise values for you based on the historical performance of your campaign. In the Need Help? box, click 'Calculate Now', then adjust the initial values according to your business values.