Conversions are essential for measuring the success of Google Ads campaigns and optimizing bids. It is now possible to set conversion settings at the campaign level, which was previously only possible at the account level. This allows you as an advertiser to assign different conversions to different campaigns in order to optimize bids. The feature has been available for search and display campaigns since spring; it has also been available for video campaigns since October.
Conversions are actions that are valuable to the dubai cell phone number list company and are recorded when someone comes to the website via an ad. This could be, for example, a purchase, a newsletter subscription or a contact request. In Google Ads, you can define one or more conversion actions at account level that should be included in the conversion performance data. These conversions are then also taken into account in automated bidding strategies. In the campaign settings, there is now also the option of adopting the conversion actions defined at account level or only selecting certain conversions depending on the campaign goal.
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Why different conversions at campaign level?
In many cases, the new feature is not needed at all, as all campaigns often pursue the same goal. However, in the following situations, it can be very valuable to define different conversion goals at the campaign level.
A company offers secondary products or different services on the same website that are tracked differently. For example, an online store can offer additional products offline and process them via purchase requests, or it can offer services and track them via a contact form. In these cases, different campaigns can be created for the different product groups, each aimed at different conversion actions.
A company has several budgets for different phases of the customer journey. The goal can be to achieve as many sales as possible with search and shopping campaigns and, at the same time, to create awareness through display and video campaigns. In the second case, so-called micro-conversions such as button clicks or downloading product catalogs that precede the primary conversion action in the purchasing process could be tracked. Alternatively, a remarketing campaign could be used to increase customer loyalty, for example through customer card registration.
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