If a client is looking to optimise for higher-value conversions, where should they start?

To optimize for higher-value conversions, a client should begin by assigning values to their conversions. Using readily available values like average order value, or even static or proxy values, provides a starting point for the system to understand the relative importance of different conversion actions. This allows the bidding strategy to prioritize conversions that contribute more to the business's goals. Assigning equal values to every conversion would prevent the system from differentiating between high and low-value conversions. While Google's machine learning is powerful, it needs initial value signals to make effective predictions for value optimization. Setting a max CPC limit is a cost control measure, not a method for optimizing for higher conversion value.