Shownotes
Eshan Desai, one of our dedicated client managers, is here to share the best practices for setting up conversion actions for eCommerce and lead generation accounts on Google Ads. He emphasizes the importance of accurate conversion tracking so you can make informed decisions and optimize your campaign performance.
Eshan also differentiates primary and secondary actions and shares how to use enhanced conversions to provide additional data to Google Ads. Listen to this episode to learn more about the recommended conversion tracking methods for eCommerce and lead generation accounts so you can avoid missing out on important data.
Learn more about the new Solutions 8 Digital Marketing Services here: https://sol8.com/digital-marketing-se...
0:00 Intro
0:13 Best Practices for Setting up Google Ads Conversion Actions for eCommerce and Lead Generation
1:00 The importance of conversion tracking
3:52 Primary and secondary conversion actions
4:53 Enhanced conversions
7:22 Best conversion tracking methods
💣 The Ultimate Guide to Google Ads for 2023:
• The Ultimate Guide to Google Ads for ...
🔥 Get your copy of You vs. Google: The (Very) Unauthorized Guide to Google Ads
on Amazon here: https://www.amazon.com/dp/B0BWSNLNRN
This ULTIMATE GUIDE gives you EVERYTHING you need to know about how to set up, build and optimize your Google Ads Performance Max campaigns: https://sol8.com/performance-max/
💰 Have an ad budget that's less than $5,000/month? If so, check out our sister agency, StarterPPC, where you can get Google Ads management for a fraction of the cost!
Visit https://www.starterppc.com for more information. 🚀
We have dozens of free resources, courses, downloads, calculators, and other goodies. You can access all of them on our Free Stuff page!
Visit: https://sol8.com/free-stuff/
💯The Ultimate Guide to Google Ads for Lead Generation:
https://sol8.com/google-ads-lead-gene...
🛒 Everything you need to know about Google Ads for eCommerce:
https://sol8.com/google-ads-for-ecomm...
🧲 The only guide you’ll ever need for Google Ads for YouTube:
https://sol8.com/google-ads-for-youtube/
👉 Do you want to be featured on Daily Google News? Do you have epic value you can offer our audience? You can pitch your idea here: https://sol8.com/pitch/
--------------------------------------------------
👉 Get our latest content every Monday, straight to your inbox. Sign up for our news “Traffic Ahead”: https://sol8.com/newsletter/
--------------------------------------------------
Get the latest updates, expert tips, best practices, and PROVEN Google Ads strategies every single day. Subscribe here:
--------------------------------------------------
👉 Want to become a Google Ads expert?
We’ve demystified how Google works, and laid out everything you need to know in Google Ads–from scratch!
Learn how to build, launch and manage high-performing Google Ads campaigns in this Google Ads Course: http://sol8.com/paid-traffic-mastery
--------------------------------------------------
Solutions 8 is a global authority in the Google Ads space and one of the world's leading PPC agencies.
Our YouTube channel is dedicated to sharing our most effective marketing strategies to help you achieve your business goals.
--------------------------------------------------
👉 WOULD LIKE TO SCALE AND GROW YOUR BUSINESS WITH PPC?
Sign up for a FREE Action Plan today: https://bit.ly/sol8-home
Connect with Kasim here: https://smartlink.metricool.com/publi...
⬇️️ You can find us here ⬇️️:
Website: https://sol8.com/
Transcripts
What are the best practices you can set up for your conversion actions for
2
:e commerce and lead generation accounts?
3
:Hey everyone.
4
:I'm Ishan and I work as an account
manager at Solutions Aid and today.
5
:I'll be talking through, what are
the best practices you can set up
6
:for your conversion actions for e
commerce and lead generation accounts.
7
:So I am already in a e commerce account.
8
:So to head towards your conversion
action, all you need to go to is tools
9
:and settings and click on conversions.
10
:And here you'll get a list of all of
your conversion actions that you need
11
:to, set up have already been set up.
12
:coming back to the question, why is
conversion tracking very important,
13
:Conversion tracking is very important,
primarily because, to just, submit
14
:correct data to your client or have
insights or, have reports that help
15
:you to take decisions on, what steps
you need to take next for your account.
16
:The second is when you
have the correct setup.
17
:On your account at that time,
you have the correct data that
18
:is sent to Google's algorithm.
19
:Google's algorithm is catered differently
to each and every account based on
20
:the industry that account is in.
21
:So sending the right data will help you.
22
:Manage your account very easily.
23
:I will consider all of these
conversion actions and events.
24
:So there are different events, right?
25
:There are purchase.
26
:There is a purchase event.
27
:There is an add to cart
event the checkout event.
28
:So all of these are events for e commerce
accounts The primary conversion goal
29
:is to track purchases, When you have,
a user checking out, making a purchase,
30
:that is the only time, the, you want that
event to be considered as a conversion.
31
:Now, the most common mistake
that users make here is.
32
:They will create conversion
actions for every event.
33
:They will create a conversion
action for purchase.
34
:They will create a conversion
action for add to cart.
35
:But, what do you need to know
here is you cannot have all of the
36
:conversion actions set to primary.
37
:Or what I mean by that is if
your account goal is to basically
38
:track just purchases, then.
39
:In this conversion actions list, you need
to have your purchase conversion action.
40
:The only primary action optimization
goal and rest of the conversion
41
:actions, you can keep them as secondary.
42
:doing this will send the correct signal.
43
:To Google's algorithm that Google
algorithm will know that, you want to
44
:track users and, only those users who
are making the purchase and you want
45
:algorithm will also know that, you want it
to focus on creating audiences or creating
46
:similar audiences or creating that bubble,
for, your campaigns to target based on.
47
:The purchase conversion action,
the data which is received from
48
:the purchase conversion action.
49
:So how can you do that?
50
:All you have to do is click
on the conversion action.
51
:You go to edit settings and you
click on primary conversion action.
52
:Select the conversion action that
you want to set it as primary.
53
:And whichever conversion action
that you want to set as secondary,
54
:you can select that as well.
55
:There are some exclusions to this where,
conversion actions are automatically
56
:created in the account and they cannot be
changed to, secondary conversion actions.
57
:you can ignore those, but the
ones that you have created and
58
:set up on their account and they
need to be set it up as primary.
59
:Now coming to enhanced conversions
and hence conversions are basically
60
:supplements that, provide.
61
:You can say nutrition to
your conversion action.
62
:Enhanced conversions they send
first party data to Google ads.
63
:What I mean by first party data is
if you have an e commerce account,
64
:when a Purchase is made, you
will have data such as, product
65
:id, country language, et cetera.
66
:these are important, data layers
that you can, send to your Google
67
:Ads account based on which the
audiences that are, generated and.
68
:Audiences that are generated
and created in your account
69
:are, much fine tuned rather than
just having a conversion action.
70
:enhanced conversions, you can
set them up, through, if you just
71
:go to that conversion action, edit
settings, and if you have, a Google
72
:tag or a Google tag manager, linked
to your Google ads account, you
73
:can just, basically just check, on
this, check box and click on save.
74
:This is one of the settings.
75
:the second place that you need to
go to is go to your main conversion
76
:actions page, go to settings.
77
:And you can select from where you want
to, basically track your conversion
78
:actions from, it can either be from
the Google tag or a Google tag manager.
79
:And we also have the new Google ads
API option, which can help you to
80
:track your enhanced conversions.
81
:So enhanced conversions are
basically, it's giving more data to,
82
:your primary conversion action to.
83
:help Google's algorithm learn faster.
84
:And, target the right users
rather than just targeting
85
:top of the funnel, audiences.
86
:Now coming to my perspective on which are
the best methods of setting up conversion
87
:actions for your account So this is an e
commerce client and I basically have three
88
:conversion actions for the purchase event.
89
:So why I have set this up is primarily
because These are three conversion
90
:actions which are set up differently.
91
:One is just a Google Ads, tracking code.
92
:The second is a Google
Shopping app purchase code.
93
:This has been, taken from Shopify.
94
:And the third is the GA4 tracking code.
95
:So these three conversion
actions is basically to track
96
:the same, purchase event, but
under three different, platforms.
97
:This helps, having three conversion
actions usually helps to, maintain
98
:the integrity and validate the
data correctly and also helps, to.
99
:I don't have any red flags in the account
because if you have three conversions
100
:or a minimum of at least two conversion
actions in their account for the same
101
:event, it will help you to let you
know that, if something goes wrong,
102
:if my, Google ads conversion tracking
code is not working and If the Shopify
103
:tracking code is working correctly,
then at least you have, some data
104
:to share with the client that, okay.
105
:Yeah.
106
:one of the tracking codes failed, but
we have a backup and we can definitely,
107
:grow on the basis of that data.
108
:So it's always a good practice to
have at least two conversion actions.
109
:I would also recommend a fourth The
conversion actions, set up through
110
:GTM, that is Google Tag Manager and
Google Shopping app purchase code from
111
:Shopify are two of the most reliable,
conversion actions that I've come through,
112
:during working here at Solutions eight.
113
:That's what I would recommend
for e commerce and now hopping
114
:on to a lead generation client.
115
:So this is a lead generation client,
for which I have search campaigns.
116
:the primary conversion actions that
I have for this account are, a lead
117
:firm submission, and, one is from
118
:the WordPress account Having both
of these, as you can clearly see
119
:that, one of the conversion action
is failing to track the data.
120
:Whereas the second conversion
action has been correctly tracking
121
:data for, the lead gen account.
122
:So this is basically the whole
idea of, having at least.
123
:Two conversion actions for the
same event, like I have this one
124
:for, submitting a lead form and I
have, two for, phone call leads.
125
:So it's a good practice to have two
conversion actions other than having
126
:just one because having one If there is
a failure, you will come across, missing
127
:out on, important data and that's
all I have to share hope this helped.
