How Conversion Data Enhances the Automation of Google Ads

 Google is continuing its transition to automated ad management. How advertisers can leverage such automation while still exercising some control is a topic I cover in many of my publications. However, what advertisers frequently forget to do is track conversions.

When a user enters the relevant terms in a search, Google knows to display an ad. However, without conversion monitoring allowed by the advertiser, Google is unable to optimize performance.

Most marketers already do that. But most people haven't set it up properly. Here are four stages for using conversion tracking to enhance Google Ads' automation (and machine learning).

How to Improve Google Ads Automation in 4 Steps

Make Enhanced Conversions available. Last month, I mentioned enhanced conversions. It merits more exploration.

A crucial feature for cookieless browsers, Enhanced Conversions tracks performance even when cookies are disallowed by comparing hashed customer data from an advertiser's website with Google's.

Instead of using cookies, Enhanced Conversions tracks performance by comparing hashed customer data from an advertiser's website with Google's. Google, as seen.

According to a recent case study by Google, U.K. retailer ASOS increased sales from search ads by 8.6% after implementing Enhanced Conversions.

For advertisers who have at least 50 conversions in the past 30 days, Google advises using the "maximize conversion value" bid approach. By using Enhanced Conversions, an advertiser who had 40 conversions in 30 days may increase that number to 50.

Enhanced Conversions are set up by advertisers using Google Tag Manager or a global site tag. Only when Google Ads is the conversion source—not when Google Analytics or offline conversions are used—does Enhanced Conversions apply. Customers must provide information on the designated page, such as an email address, to start a conversion. Page views are not relevant.

Pick the appropriate attribution model. Mistakes with last-click attribution are frequent. All conversions are attributed by the model to the most recent ad and keyword click. Given that brand keywords are frequently the last clicks made during the purchasing process, brand marketing in search are overstated.

Google offers six attribution models for conversions:

• First click, previous click. The credit goes to the first click that results in a conversion.
• Linear. The conversion is credited equally for each click.
• Time lapse. More credit is given for clicks that take place just before a conversion.
• Position-based. The first and final clicks each receive 40% of the credit, with the remaining clicks receiving 20%.
• Data-driven. Credit is allocated in accordance with prior conversions.

Since non-last clicks together account for 60% of the credit, I favor position-based attribution when there is insufficient data.

Utilize conversion factors. Give each conversion type a value, whether static or dynamic. You can keep track of the revenue from each purchase by dynamically modifying the pixel. Alternatively, you may give non-monetary conversions like subscribing to a newsletter a fixed value. The "maximize conversion value" bid approach mandates adding a value.

Give each conversion type a value, whether static or dynamic.

Set campaign-specific objectives. After you've configured Enhanced Conversions, go to Settings > Goals and tell Google which bid strategies each campaign should be optimized for. Account or campaign-specific are the options. By default, Google optimizes by account, which means that any searcher who is likely to convert for any objective will see your advertisements.

Specific conversions, such purchases, email signups, or form submissions, will be the focus of campaign-specific goals that will be optimized for.

Give Google instructions on the "account" or "campaign-specific" bid techniques that each campaign should be optimized for.