If You Don’t Have a Conversion Metric in Google Ads, Then You’re Doing It Wrong.

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October 25, 2018

One of the fastest ways you can improve your quality of traffic coming in from Google Ads is by having Conversion Goals assigned to your adword campaign(s).  A Conversion Goal is a specific visitor action you wish to track such as having them get to a Thank You page after an order has been placed, or having them land on a Thank You page after they signed up for your newsletter.  It is a goal that’s setup inside of your Google Analytics and then linked into your Google Ads account.  After your Conversion Goal(s) are created you then tell your Google Ads campaign(s) that you wish to achieve those specific goals you setup inside of Analytics.  You are telling Google Ads to basically figure out the best audience to advertise to so that it can generate the highest number of goal conversions with the lowest number of clicks (most sales for least click cost).

As soon as Google Ads understands what you wish to accomplish, it will start to track the different types of visitors that come to your site, and will begin to learn what common variables such as time of day, region, demographic and psychographic similarities yield the most conversions.  By honing in on that, Google Ads can help to do both save money and generate more conversions.  That is the true power of creating Conversion Goals.  Over time Google Ads software will also work with you and offer many suggestions to further customize your campaigns so that you can gain even more conversions.

Very often I see people setup Google Ad campaigns but not tell the software what it is they are trying to accomplish.  In this case Google simply funnels all users to click on your ad.  This is very inefficient and can burn through your advertising budget rather quick.

Setting up conversion goals in Analytics and integrating it with your Google Ads isn’t that difficult.  In the long run you will save money, increase your conversions, and gain a stronger understanding of what your key consumer base is composed of.

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