If you are new to Google Ads, rest assured that you’ve chosen the right PPC ad platform for your business. Going by leading marketing KPIs, Google Ads offers some of the highest conversion rates and ROI.
Still, it is important to truly understand what you are getting into before spending significant amounts of money and time on a Google Ads strategy. It takes much work to get results that can be studied and analyzed to tweak the process for better outcomes.
An essential part of this endeavor is to estimate, track and improve conversions.
A conversion is any action taken by a user at your behest. For example, they request a demo, sign up for a trial, buy something or submit their emails because that’s what you drive them to do.
This article will discuss the right way to estimate conversions in Google Ads. But before that, let’s get familiar with the basics.
Paid marketing is one of the easiest ways to let your prospects discover your products, service, or business through digital advertisements on the SERPs.
Pay-Per-Click (PPC) or Pay-Per-View (PPV) options allow businesses to purchase ads that are great at targeting the right audiences. Since it is an inorganic way of getting credibility, ranking, and traffic for your business site, it reaches your audience on a priority basis so that you don’t have to wait for your customer to find you through the search engine. Your website or product advertisement will pop up on the SERPs as soon as a related query is entered.
Google ads work because more than 70 percent of users prefer to see ads personalized according to their interests. In addition to that, over 65 percent of searchers have no qualms about clicking on paid ads. That’s why smart PPC campaigns focus on people who are actively looking to buy and not merely researching a product or service.
As businesses continue to battle for rankings, conversions, automation, and personalization, the stats clearly show that paid marketing technique is the quickest way to go!
Paid marketing includes the display of ads on SERPs (search engine results pages) like Google and Bing and social media channels (like Facebook).
Businesses and marketers select a medium for advertisement –i.e., Google Ads or Facebook. Then they define their targeted audience on the web. This audience is categorized by demographics, preferences, age, location, search entries, previous purchases, and pages visited.
The method is commonly known as PPC (Pay-Per-Click). This means the advertiser has to pay for each click on their advertisements. To place an ad for the SERPs, a business must pay a certain amount; once the payment is made, the ad campaign goes live. Your ad starts to display on the SERPs whenever a related term or keyword is entered into the search bar on Google.
Now that you know all about paid ads and how they work, here is how Google Ads work and what it offers to track conversions and estimate the total conversions.
Google AdWords, now known as Google Ads, allows marketers to create ads and run them on the Google search engine to reach their audience. It works for PPC pay-per-click advertising, where you have to pay for every click your visitors click.
The rate-per-click is always varying; depending on several factors, marketers only have to set their budget for their campaign. The ads remain live until their budget ends, and it ends when the entire amount is used up.
Google Ads is a robust program, and it gets even more potent with every update. Since it has been improvising with the latest technology and AI, it also allows you to track your conversions. It is the only medium for creating highly profitable Google Ads and tracking conversions.
The fantastic conversion tracking feature of the program allows you to post and track the ad metric in the most simplified form. It offers various data for the business to optimize their next ads according to the data retrieved from a previous ad campaign.
One thing that plays a significant role in PPC ads is conversions. Without Google Ads and its conversion tracking installed, you will never know how many clicks you got each day or from each ad campaign. Also, it will tell you how many clicks resulted in leads, sales, and so much more. You can use this information to optimize your next campaign with utmost perfection.
When running a PPC campaign, businesses need to track and estimate their conversions after each movement. Here is why:
Ever since the industries have started to grow with digitalization, Google has been trying to bridge the gap between businesses and their goals with intelligent data and insights. When it comes to conversions with Google tools, Google has all the knowledge of the universe. Also, with the innovating AI and machine learning Google has become even more powerful and more intelligent over time.
Thus, working with Google tools is getting intellectual data from the entire population of the world. It records all the user behavior history and so much more. This data comes into play when you place the ads with the targeted audience and reap the result without any effort. It also offers smart tracking tools for paid ads, which helps estimate the conversions a business gets from each paid campaign.
Since all of our devices are linked with Google and have Google accounts logged in, it can access all your information from your credentials to your location. Considering the power it has, clicks are just a minor thing, which Google can easily track. This is how it gathers all the conversions that happen. Even if you open an ad through your mobile browser but make the purchase from a desktop, Google will know it!
This is where the conversion tracking tool comes into play. We went over numerous things to emphasize the importance of the tool and how it helps you determine the estimated rate of conversions. Once you run the ad, you can get to know about each click, lead, conversion or sale, based on your own criteria of conversions.
To better utilize the conversion tracking tool, you need to understand each of the above things in this article. Then decide on the actions that you count as a conversion. Whether it is when someone visits your website, call you, sign up for a newsletter, call you, and fill out an online survey or when someone contacts you online.
Here are the three sources you can use to identify your conversion criteria:
Estimating conversions today is easier than ever before. Here is how you can do it with Google Ads resources:
Cross-device conversions are noted as a user clicks an ad on one device but completes the conversion on another. You can use the insights extracted from Google Analytics based on user data.
This data comes from users who have either signed in to their Google accounts and/or have their ad personalization feature turned on.
Google Ads exports this cross-device and same-device data from analytics to Google Ads and shows it to you through the conversion tracking tool. Later on, you can use this data for your PPC bidding. However, to automate the conversion exports to Google Ads, you can Activate Google Signals and Import the Analytics in Google Ads.
To track the webpage conversions, you need to add a conversion tracking tag to your website. This tag will gather all the insights of the click-through rate. It will track the activity on your ad and the website and let you know if someone clicked on your ad and visited your website. Also, it follows the activity of the users when they visit your website and complete a conversion action.
These conversion actions may include purchase, sign-up, contact information form, call, reaching out to the support for further assistance, or anything you list as valuable.
However, this only happens when you create a website conversion action in your Google Ads account, you’ll get a conversion tracking tag to add to your website. Also, you will need to identify a conversion page on your website, which can be a thank you page, after a completed action.
This resource helps you track the CTA usage that involves a call on a number mentioned on your business website.
You can use Google Phone Analytics and reporting to enable the instant tracking of website call conversions. By doing this, you will be able to access insights when someone uses your on-site number to call you after clicking any of your ads.
This feature will help you track ad leads generated by phone calls to your website number.
These phone call conversion tracking will help you see how efficacy your ads lead to phone call conversions. Since the number is linked to your website and the ads, you will be able to track all the leads through conversion tracking.
Also, you with this source, you can analyze the keywords, ad groups, ad, and campaigns that lead to more call conversions.
For setting up call conversion tracking, you will need a Google Ads account, a conversion action, and the addition of the conversion tracking tag to your business website.
If you use Google Ads to promote mobile apps, you can use Google Ads’ conversion tracking tool for download tracking. It will help you how many downloads do your ads lead to.
The tool will track when your ads are clicked, leading to app installations and in-app activity. However, due to the difference in OS, iOS tracking might be impacted. So using Google Analytics is essential. You would also need to keep track of the apple framework’s updates to ensure maximum conversion tracking.
You can track mobile app conversions with Firebase or import mobile app conversions from a third-party app like analytics tools or Google Analytics.
You can track various types of mobile app conversions, including:
Google Ads is a powerful tool that enables you to run paid ad campaigns and offers insights through Google Analytics, gathered all in one place. Also, it allows you to analyze the different rates of conversion through all mediums that display your paid ad campaign.
However, if you are still wondering the right formula to estimate the total conversions, here it goes:
You only need to track and conclude all of the conversion mentioned above sources with the help of Google Ads. And then, you need to add them all to estimate the total conversions.
Estimated Total Conversions = Current Online Conversions + Cross-Device Conversions + Website Conversions + On-site call conversions.
Given the fact, these complexities can lead you to a massive fiasco if you set up a PPC campaign based on inaccurate data and insights. Thus, analyzing and estimating your total conversions is critical for a business and its budget. However, if you need to run a Paid Ads campaign, you must seek the help of a professional to avoid any financial damage.