Your client has come to you for advice on optimizing for higher-value conversions. Where would you recommend they start?

To optimize for higher-value conversions, it's crucial to provide the bidding strategy with accurate conversion value data. Using readily available values, such as average order value, or even static/proxy values, gives the system a starting point to understand the relative worth of different conversions. This allows the bidding strategy to prioritize actions that contribute more to your client's business goals. Setting a Max CPC limit might control cost but doesn't inherently optimize for higher value. Relying solely on Google's machine learning without providing value signals limits its ability to differentiate conversion quality. Assigning equal values to every conversion prevents the system from distinguishing between high- and low-value actions, hindering optimization for higher-value outcomes.