In this article, How To Optimize Google Ads For Conversions [WEBSITE], I am going to show you how to optimize Google Ads for conversions.
This is Part 2 to yesterday’s training, where i showed you how to optimize Google Ads for phone conversions. In this article, I’m going to walk you through optimizing for website conversions.
Watch the video version of this article below:
How To Optimize Google Ads For Conversions [WEBSITE]
I have seen Google Ads campaign failed not because of lack of customers, or lack of search volume, or CPCs, but I see campaigns fail because of bad data. Your Google Ads will only be as good as the data that you have to navigate the campaign with. Your conversion tracking has to be spot on so that you can see what’s working, what’s not working, and you can make adjustments to be able to keep that campaign working and optimized.
In Google Ads, you are always in auction and you are in competition with companies that are in your industry. This means that you, along with all your competition, are going after the same customer. You have to make sure that your campaigns performs a little bit better. If you can get customers, acquire traffic smarter, get more profit, and pay less, you can win over and over and you can scale all these things up.
How to optimize Google Ads to get more conversion
Step 1: Go to Conversions section in Google Ads Manager
I’m going to walk you through how to optimize your Google Ads for conversions on websites. Let us go to Google Ads Manager and click straight to Tools above (wrench icon), go to Measurement, and click Conversions.
Step 2: Set-up the tracking
Once you are in the Conversions page, click the plus sign. You will be redirected to “Start tracking conversions”. Now we click the Website option to setup our tracking conversion.
We then set-up the tracking by starting on the Category section, where you have a lot of options to choose from.
Before we choose the option we want to track, let me say first the three important things that you should be tracking:
- Conversion rate
- CPA (cost per ad)
By taking note of these important factors that you should be watching, you have to think of an action that can track these things for you.
For example, in a local business who like to get leads for conversion, you can choose the “Subscribe” option, where the primary goal is to gain subscribers. That is your conversion.
Another example is a local urgent center, the conversion can happen two ways:
- someone looking for directions on how to get to the center
- someone looking for the contact number to call
Both the above instance are people interested in contacting the center. In this case, it is recommended to set up two different conversions. This means, setting up the conversion twice in the Google Ads manager.
After figuring our the type of conversion to us, proceed to fillip in the Conversion Name section.
Then proceed to Value section and calculate the value for each conversion. It is important to know the value.
I will give you an example of value:
For example, there are 100 visitors that come to your website. 1o of them become leads. So out of those 10 leads, 3 become sales.
If one sale is valued at $500n then you generated $1500 in revenue.
Take the $1500 and divided it into 10. The results is $150, which is the value for your conversion.
It is fine if you have no idea what the value is when you are just starting your Google Ads campaign. You can take a guess and assign a value then come back to this section and update it once you know your conversion value.
Under Count section, I recommend you tick the “Option” option count, where Google counts one action or interaction done as conversion. The “Every” can give you inaccurate results as this action counts “every action or interaction” done on the website.
In the Click-through conversion window section, I recommend you go with 60 days, which gives you enough time to gauge how your buyer performs the expected action on your website to convert to sales.
In the Include in conversion section, just tick Yes and save your work 🙂
Once you got all the values set, you are ready to go and soon you will have some really good conversion data. Remember the key elements in tracking: conversion, conversion rate, and CPA and you will know the exact conversion data.