Question: An advertiser assigns a lead score in their CRM based only on the geographic location the lead came from. This geographic location score is available in Google Ads campaign reporting as a conversion value to Google Ads and a Smart Bidding signal. If needed, how should the advertiser apply conversion value rules?
- The advertiser should apply a conversion value rule based on geographic location, since this is what they care most about.
- The advertiser should apply conversion value rules based on all information possible, including geographic location, audiences, and devices.
- The advertiser should apply a conversion value rule based on additional information not factored in the imported value, like an audience.
- The advertiser should apply conversion value rules for geographic location and also devices since they know this correlates to lead quality.
Explanation
Conversion value rules should be used to adjust values with factors that are not already reflected in the imported conversion value. Since geographic location is already included in the CRM lead score, adding another location-based rule would duplicate that signal. An audience-based rule can add new information about customer value without double-counting the existing geographic value. This helps Smart Bidding optimize with more accurate value signals.
Why the other options are incorrect
Geographic location is incorrect because that value signal is already included in the imported CRM value.
All information possible is incorrect because duplicate or overlapping value signals can distort conversion value.
Geographic location and devices is incorrect because location is already factored into the imported value.
Source for verification
https://support.google.com/google-ads/answer/10518330
https://support.google.com/google-ads/answer/10520545
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Google Ads - Measurement Certification" page.