Establishing conversion goals is a crucial step for any Google Ads advertising campaign. This is because, without defining clear objectives, it is difficult to measure the success of the campaign and optimize it for better results.
To establish conversion goals, you must first understand what users are expected to do when interacting with the ad. For example, if the goal is to sell a product, the conversion goal could be completing a purchase. If the goal is to generate leads, the goal may be filling out a contact form.
Once your conversion goals are defined, you can configure them in Google Ads. To do this, you need to create a tracking code and install it on your campaign website or landing page. This code allows Google Ads to track user actions and attribute conversions to the corresponding campaign.
In addition to setting conversion goals, it's important to set a value for each conversion. This allows Google Ads to calculate your campaign's return on investment (ROI) and optimize bids to maximize profit. For example, if the goal is to sell a product that costs $100.00, the conversion value could be set to $50.00, which is the expected profit margin.
Another important factor to consider when setting conversion goals is conversion time. Some actions may take longer to complete than others. For example, a purchase can be completed immediately, while filling out a contact form can take a few days. That's why it's important to define a conversion attribution period that takes into account the time it takes for actions to complete.
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Finally, it's important to regularly monitor your conversion goals and adjust your campaign as needed. This can involve keyword optimization, bid adjustment, creating new ads and A/B testing. Over time, you can improve the campaign and get better results.
