How to get better leads and conversions with Google’s AI

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• Value based bidding can work for you if you have different values for different customers, i.e. new customers vs returning customers.
• You can enhance the value of conversion with smart bidding and specify a value behind customers in Google via value rules. This can be location, audience-based, etc… In addition, enabling enhanced conversion tracking, offline conversion imports (i.e. import form metrics from Salesforce into Google Ads) can be used by the Google machine learning to determine the value of a conversion.
• Aanalyse your data and build a strategy around customer value by asking a set of questions, i.e. are customers in more affluent postcodes likely to have a higher cart value.