Google cares about conversions.

Google’s default settings for AdWords accounts using Conversion Optimizer or Enhanced CPC will be defaulting to Optimize for Conversions starting November 12.

It’s a move the company says will increase conversions by as much as 5%. Users who prefer to set their own options can still do so by adjusting their settings manually.

Both Conversion Optimizer and Enhanced CPC are advanced features that can dynamically adjust bids based on the likelihood of conversions. Enhanced CPC offers users a bit more control over their options than Conversion Optimizer, which is more like an auto-pilot feature

(For a more in-depth look at these features, check out this posting from Search Engine Watch.)

If you’ve already got campaigns going that are using the Conversion Optimizer or Enhanced CPC there’s one more change you need to know about.  Those campaigns will be also be switch to optimize for conversions if they’re currently set to optimize for clicks.

AdWords users who want to opt out of this chance can do so by contacting Google by November 9.

So far, there’s no word on exactly why Google is making these changes. Some SEO media are speculating that Google simply wants to enforce policies they think will increase conversions for their customers.

What do you think of this move? Will it really increase conversions? Share your thoughts in the comments section below.


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