When you’re dealing with multiple sessions (meaning a website visitor came to the site more than once before converting) the conversion data can be displayed in multiple ways. This is called “attribution modeling.”
A smart approach would be to work your way to the top by generating affordable leads in a short amount of time with a small amount of budget by bidding on lower position, higher quality keywords. Then start to scale.
Start new campaigns with a manual bidding strategy until the algorithm has enough data to switch to automatic. Then, see how high you can push the algorithm to automatically raise its goal (i.e. target CPC of $X could be the goal). You must have conversion tracking set up correctly before running any campaigns or else you will be feeding the wrong data into the machine learning algorithms, which will obstruct its ability to get results. You can check this by going to the Conversions report and checking the “Include in Conversions?” column and making sure that only the appropriate conversion actions are included.
If you are launching a new product, there are a few ideas to get it out there.
Building an eCommerce campaign is extra complex. While we don't like a charging set up fee, it covers necessary costs like rebuilding and optimizing your data feed, uploading your product listings, and having our Tag Implementation team set up conversion tracking and dynamic remarketing.