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Google Ads Tutorials: Intro to measurement & attribution

Google Ads Tutorials: Intro to measurement & attribution

[light music] When you start advertising on Google Ads,
you likely have a certain business goal in mind. You may be looking to increase online sales, drive store visits to your business location, or collect valuable leads that
ultimately generate a sale. It’s important to measure whether
clicks or engagements from your ad, lead customers to take certain actions that
contribute to your business goals. This is how you determine your
return on investment from Google Ads and make informed decisions about ad spend. In this video, you’ll learn how to set up
your account’s measurement tools. In Google Ads, you measure conversions. A conversion is a specific customer
activity that’s valuable to your business, such as an online purchase or a phone call. There are many different types of conversions
that you can measure in Google Ads: Website purchases, newsletter sign-ups, button clicks, or other actions that
customers complete on your website. Phone calls to your business. Installs of your mobile apps, and
purchases within those apps. And customer activity that begins
online and finishes offline, such as when a customer clicks
an ad, submits a contact form online, and then later signs a contract in your office. Deciding which type of conversion to
measure, depends on your business goals. For your own business, consider
the various customer actions that are valuable to your bottom line. For some businesses, it’s valuable to
track more than one conversion. For example, an online retailer may measure both
shopping cart visits and online purchases in order to fully understand a
customer’s conversion journey. Once you decide which conversions to measure,
you must add a snippet of code to your website or mobile app to track conversions. Here’s how it works: When a customer clicks on your ad from
Google Search, a temporary cookie is placed on their computer or mobile device. Once the predefined action is completed, the
cookie is recognized and a conversion is recorded. Installing sitewide tags, on every page
of your website is recommended for the most accurate conversion tracking. There are three options for sitewide tagging: The global site tag. This is the updated Google Ads conversion tracking that should be implemented
on every page of your website. Google Tag Manager or Google Analytics. Let’s walk through setting up a
conversion action in Google Ads. While there are several types of conversion actions, we’ll look at setting up a website conversion. In your Google Ads account, click the
tools icon and select “Conversions”. Click the blue plus button
to create a new conversion action. Select “Website” to track sales and
other actions on your website. Choose the category that best fits
the action you’d like to track: Purchase, lead, page view, sign-up, or other. Name this conversion. When using conversion tracking, you can
assign the same value to all conversions or let each conversion have different values. If you assign values to your conversions, you’ll be able to see the total value driven
by your advertising across different conversions, rather than simply the number of
conversions that have happened. Select “Use the same value for each conversion”, if each time a conversion happens,
the same value should be recorded. Select “Use different values for each conversion”, if you want to use
transaction-specific conversion values. Setting this up requires
the support of a web developer. If you don’t know the value
of your conversions yet, select “Don’t use a value for each conversion”. Now select how many
conversions to count per click. With the every conversion setting, Google Ads counts every conversion
that happens after an ad click. This is a good choice if every sale
adds value to your business. For example, if a customer buys two
t-shirts from an online retailer, that company will want to count
those sales as two separate conversions. With the one conversion setting,
Google Ads counts one conversion per ad click. This is a good choice if
you’re interested in generating leads, since two leads from the same customer
will not increase value to your business. Conversion window is the maximum time you
want to count conversions after an ad click. The default conversion window is 30 days. When choosing your conversion window,
think about how long it takes your customers to make purchasing decisions. For each conversion action, you can decide
whether or not to include its conversions in the “Conversions” reporting column. You can then use this setting to
control how you bid for conversions. Automated bidding strategies use the data
in the “Conversions” column to automatically set bids based on your specific business goal. This can be helpful if you want to bid
for certain types of conversions but not others. For example, an e-commerce company may bid to
online sales rather than newsletter sign-ups. An attribution model determines how much
credit each click gets for your conversion. Today, the digital advertising industry
has shifted away from a last-click to a non-last-click attribution model. Consider this: Have you ever booked a
vacation in just one sitting? Think of all of the searches that occur across
devices over time when researching a vacation. Using a last-click attribution
model, conversion credit is given to the last search ad click
before booking a vacation. This ignores all previous searches
and ad clicks made across multiple devices. Non-last-click models, attribute credit
to all clicks throughout a conversion path, so that you can understand
your customer’s full journey. There are several non-last-click attribution
models available within Google Ads. When available, data-driven is the recommended model since it uses data from your account
to determine which ads, keywords, and campaigns have the greatest
impact on your business goals. If data-driven attribution isn’t available,
select one of the non-last-click models: Linear, time decay, or position-based. Time decay gives more credit to clicks that
occur closer to the time of conversion. Linear distributes conversion credit equally
across all clicks on the conversion path. Position-based gives 40% of credit to both the first and last-clicked
ads and corresponding keyword. The remaining 20% is spread out
across the other clicks on the path. When choosing your attribution model,
think about your marketing objectives. Are you trying to find growth
through acquiring new customers? If so, consider the position-based model. Are you currently a market
leader or new to the market? Is there low or high competition
within your industry? Ensure that your non-last-click attribution
model best meets your business goals. Now click “Create and continue”
to save your conversion action. If you haven’t already set up the tag to add to
your website, you can install the tag yourself, email the tag to your web developer,
or use Google Tag Manager. Once your conversion tracking is set up, you’re
eligible for conversions to begin reporting. Let’s take a look at how
conversions are reported. Google Ads records a conversion on the date
that a customer clicked on your ad, instead of the date the conversion occurred. The “Conversions” column will include
conversions that you selected when creating a conversion action. These are the conversions that
automated bid strategies will use. The “All conversions” column will include
every conversion that you’re tracking. Since these two columns may include different
conversions, it’s normal to see a discrepancy. For the first few weeks you’re running Google Ads,
you should focus on tracking conversions. Remember that correct measurement is the
foundation of all optimization in Google Ads. Now that you know how to
measure your business goals, let’s investigate the speed and
user experience on your mobile site. [music continues]

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