Shownotes
Learn how to get more out of your advertising dollars by using the right conversion goal settings so the algorithm focuses on what matters.
Listen to this episode as Regina deep dive into conversion goals. Learn about primary versus secondary conversions (for new accounts vs accounts with conv. history), as well as campaign specific goals versus account level ones. Plus, find out why you should keep in mind that changes aren’t retroactive.
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0:00 Conversion Goal Settings To Make The Algorithm Work For You
0:57 Naming convention (formerly: “Conv. Actions”)
3:55 Primary vs. secondary (fresh accounts vs. accounts with conv. history)
10:35 Campaign specific vs. account level (goals vs. goal categories)
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15:0 Changes are not retroactive
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Transcripts
Hi everyone.
2
:Regina here with Starter PPC.
3
:Today we're going to go through
conversions formerly called conversion
4
:actions and often called conversion goals.
5
:It's all synonymous.
6
:We're going to talk about
that section of Google ads.
7
:There's a couple of really
cool settings that allow you
8
:to customize it to your needs.
9
:And I'm going to also go into a couple
of examples of why you might choose.
10
:to set it up one way over the other.
11
:What we often do internally at starter
PPC with clients who have brand
12
:new Google ads accounts versus ad
accounts with lots of data, et cetera.
13
:So let's get started.
14
:Okay.
15
:I'll just put my face down here.
16
:To get to the conversions area, you're
going to want to, I should just back
17
:out of here and show you how I got here.
18
:So on the main screen, you just
go up to tools and settings.
19
:Tools and settings, and then conversions.
20
:And this used to be
called conversion actions.
21
:So I still call it conversion actions.
22
:So don't get confused.
23
:It is synonymous.
24
:And then to make things even more
confusing, Google likes to use the term
25
:goal, which I think is actually like this
whole section should probably be called
26
:conversion goals because they are goals.
27
:it now has.
28
:The word goal floating
around sometimes too.
29
:You're going to want to get someone who
knows Google ads really well and knows how
30
:to use Google tag manager to do it right.
31
:Oftentimes what we see is new clients
will come to us and we can tell
32
:that someone set it up using the.
33
:Automatic settings from Shopify or just
tying it together with Google Analytics
34
:and letting all their data pull in.
35
:it's just not ideal.
36
:Oftentimes when you set it
up the default way there's
37
:duplicate conversions happening.
38
:Or in the case of using Google
Analytics to track it drops a lot of
39
:the conversion, a lot of the users.
40
:Because Google analytics isn't as
good as Google ads in tracking leads.
41
:You're going to want to get someone
who knows what they're doing, have
42
:them set it up using the either
Google tag manager or the built
43
:in Google ads conversion tracker.
44
:I think that's what it's called.
45
:And I won't be going through that today
because honestly, I just deal with.
46
:Strategy and managing the accounts, and
I'm not one of those highly technical
47
:folks that you're gonna want to consult.
48
:A couple of ways that you can
manipulate how the algorithm thinks
49
:when it's deciding what to bid on.
50
:And you would think that choosing
your keywords or choosing the product
51
:titles and the ad copy are the only
way to target, but it's not true.
52
:You can also use your goals
to tell the algorithm Hey, I
53
:want you to go after this one.
54
:Conversion on my site, and I don't want
you to go after these other ones and
55
:you can make this distinction for the
algorithm without sacrificing tracking
56
:all of those and the way you would do
that is you would use there's a couple
57
:of ways, One way is you can use this
setting called primary versus secondary.
58
:Anything that's primary, if you hover
over it, it says primary actions are used
59
:for optimizing your bidding strategy.
60
:What this means is anything that's set
to primary, the amount of people that
61
:converted and any of the value that
you're converting, if you're e commerce
62
:and you're recording value with every
conversion is going to be included in
63
:the conversions column in the dashboard.
64
:And it means that the algorithm
is going to be focusing on that.
65
:And optimizing for it, which means
anybody that's, completes this conversion
66
:on your website is going to be looked
at and scrutinized by the algorithm.
67
:it's going to try to
find more of those folks.
68
:However, you can still have conversion
goals that you're tracking and you
69
:want to see the data for it, you don't
want the algorithm to focus on that.
70
:And that's called a
secondary conversion action.
71
:First of all, let me give you an
example of why you might want this.
72
:Let's say you have a lead magnet on your
website, and you also have the ability
73
:for people to book meetings with you.
74
:And what you really want is for
people to book meetings with you.
75
:But you're getting a ton of people
just opting in for the lead magnet.
76
:You might want to turn the lead magnet
goal into a secondary conversion.
77
:That way you can still see how many lead
magnets we're received through Google
78
:ad interactions, but you're not going
to be telling the algorithm, Hey, all
79
:these folks, these low quality converters
that came through my lead magnet.
80
:I want you to optimize based off that.
81
:I only want you to optimize based on the
people that booked a conversion with me.
82
:It's a very common phenomenon when you're
just getting started with Google Ads.
83
:There's no data in the account, and the
amount of people that are gonna, for
84
:example, book a conversion with you is far
and few between in the beginning, because
85
:the algorithm isn't optimized at all yet.
86
:And maybe you have a few other
kinks to work out as well.
87
:What we often do when we see an
account that has no data in it, it
88
:has that example of what I gave you,
where there's a lead magnet, right?
89
:Just like a freebie opt in
on their website, getting,
90
:let's say 20 leads a month.
91
:And only one conversation booked a month.
92
:What we'll do is we will start out
by having both conversion actions
93
:set to primary just temporarily
so that the algorithm can start to
94
:at least optimize based off of the
conversion data that's coming in.
95
:Even though it's not the highest quality,
it's the only data that's available.
96
:Then, maybe after a month, or two
months, or three months, depending on how
97
:frequently the conversions are happening
then we will switch the lead magnet over
98
:to secondary, because we hope that the
algorithm has enough to work off of with
99
:the people that have booked conversions.
100
:This is just one example.
101
:I realize that some of you guys are
also another example would be if
102
:you have a lead e commerce business
and you sell things directly from
103
:your website, but it's also very
common for someone who comes to your
104
:site to want to buy in bulk, right?
105
:And so there's a wholesaler application
form, that type of thing where it's not
106
:necessarily tracking conversion value.
107
:These are far and few between
leads, but you still want to know
108
:how many you got from Google ads.
109
:That's another great example.
110
:You might.
111
:Choose to only include the
conversion value purchases
112
:on your website as a primary.
113
:And then you can have the wholesale
form as a secondary conversion action.
114
:Now the secondary conversion
actions, they're not going to
115
:show up in the conversions column.
116
:Where are they going to show up?
117
:They're going to show up in
the all conversions column.
118
:Very be very careful.
119
:You guys let's actually head over to the
dashboard and I'll show you what I mean.
120
:There's two.
121
:Columns.
122
:One is called conversions.
123
:One is called all conversions.
124
:Conversions.
125
:I'm going to use conversions by
conversion time because I just want
126
:to see the conversions on the day
that the conversion actually happened.
127
:And then there's all conversions.
128
:as a consultant, I'm often not
the person who wants to see that.
129
:It's usually the client or the end user
or their team who wants to see that.
130
:You would pull this column up.
131
:Here we go.
132
:All conversions versus conversions.
133
:And you can see, okay, there's six
conversions, but there's actually.
134
:61 all conversions, and probably these
are a lot of duplicates because when
135
:we get an account that has existing
conversion actions set up and we choose
136
:not to take over those conversion
actions, but rather to build our own,
137
:which is the most common scenario.
138
:Then what we'll do is we will take all
the old conversion actions that exist
139
:and just change them to secondary.
140
:We don't want to delete or remove
anything because we don't know who's
141
:making use of that information.
142
:However, once you have this column
pulled up, you can just click segment
143
:by, and then under conversions,
click conversion actions, And here
144
:it's going to break it down for you.
145
:20, so 30 of these was add to cart
and five of these was purchased.
146
:but this is actually a great thing
to track because it helps you track
147
:Bounce rate, I actually just did a
recent video about whether your Amazon
148
:store is causing high bounce rates.
149
:It's called something like,
is Amazon Stealing your sales.
150
:That's one common reason
for a high bounce rate.
151
:And this is a great way to track that.
152
:So
153
:we went through primary versus
secondary conversion actions.
154
:there's 1 other way that you
can manipulate the focus of
155
:the algorithm inside of Google
ads using conversion actions.
156
:And that's going to be inside
of the campaign settings.
157
:So each campaign.
158
:If you go under settings,
I'm just clicking on any old
159
:campaign, clicking on settings.
160
:It has this goals area.
161
:Okay.
162
:And if you open this up, you'll see it.
163
:You have the option.
164
:Do you want to use account?
165
:Do you want to use goal
settings or do you want to use
166
:campaign specific goal settings?
167
:What's the difference?
168
:campaign specific goal settings
lets you choose from the existing
169
:categories of campaign goals.
170
:Here you have, a category of
goals called purchase goals.
171
:You have one called add to cart goals,
one called contact goals, et cetera.
172
:If we click on use account goal
settings, it just defaults to any of
173
:the goal conversion goal categories
that are already set to the account
174
:level default goal categories.
175
:So if you go back to this screen,
you'll see that for example, this.
176
:conversion section has account
goal, account default goal.
177
:Hi there.
178
:Quick interruption.
179
:Do you know the main thing that
prevents small business owners from
180
:getting their Google ads account
into a position to grow and scale?
181
:Budget.
182
:A lot of businesses, especially
those that are just starting
183
:out, have limited budgets.
184
:And so because of this, they're turned
away by most ad agencies because most ad
185
:agencies have minimum budget thresholds
that they're willing to work with.
186
:So what happens is the business owners
end up learning Google ads themselves.
187
:And the problem with that is
that most of the advice online is
188
:geared towards larger accounts.
189
:And the advice doesn't have any of those
strategies or tricks that can kickstart
190
:the algorithm into giving a small
account a leg up over larger competitors.
191
:So it often just doesn't work
and the business just ends up
192
:losing money month over month.
193
:If this sounds familiar,
starter PPC can help.
194
:We offer Google ads management services
that are designed for accounts that
195
:have between 1000 and 5, 000 budgets.
196
:Because all of our clients are just
starting out, we've come up with
197
:ways to keep our management fees
significantly lower than most agencies
198
:because we know that every dollar saved
on management fees just goes towards
199
:the ad budget, which is going to help
the algorithm gather speed and power.
200
:So if you're serious about growing your
business and you'd like a team of Google
201
:ads experts to help you without breaking
the bank, check us out at starter ppc.
202
:com.
203
:Okay.
204
:Back to the video.
205
:use account goal settings.
206
:anD then you can manipulate which
of the conversion categories are
207
:part of the account goal settings.
208
:And then all your campaigns will
just use the account goal settings.
209
:Nine times out of ten, this is the case.
210
:There are rare instances where
it makes sense for one campaign.
211
:To use its own conversion goals that
are separate from the other campaigns.
212
:I would say it doesn't happen
very often with small business.
213
:It's usually with larger corporations.
214
:Because sometimes like I've seen it
happen where a corporation creates a
215
:landing page that tries to go after new
market of some sort, maybe wholesalers
216
:and they don't want that campaign.
217
:To report on the people that interact
with the ads, go to that landing page
218
:and then end up, leaving the landing
page and converting somewhere else.
219
:That's just data that doesn't make
sense for the focus of that campaign.
220
:All they want to know is how did
the landing page do at getting.
221
:It's goal at achieving its goal of
getting the form on that page submitted.
222
:And in that case, you can do a
custom set up where you go into your
223
:conversion actions, create a new
category, and that category will
224
:be specific to that campaign.
225
:And you can just choose it.
226
:Yeah, again that's more rare, but that is
another level of manipulating the focus
227
:of the algorithm using conversion actions.
228
:That's mostly what I wanted
to cover with you guys today.
229
:One last thought is I just want you
to know this because it tripped me up
230
:when I was first learning Google ads.
231
:Any changes you make to your goal
settings are not retroactive.
232
:that means if middle of the month you
decide that you want to change a primary
233
:conversion action into a secondary
conversion action, all of the conversions
234
:that came from that conversion action that
you just changed in the past are going to
235
:remain in the conversions column reported
as primary conversions up until that date.
236
:So depending on the date range that
you're choosing here, you're going
237
:to see different data because you're
now changing things in the settings.
238
:It's a mess.
239
:So you just want to try to make sure
you set it up accurately the first time.
240
:And if you do change your mind, if you
want to change a setting, that's fine.
241
:What I recommend is creating a note in the
dashboard to mark the day that happened.
242
:That way, if anybody is looking
through the data, they can see
243
:exactly what day that happened.
244
:We made a note.
245
:Starter PPC takes over
management September 18th.
246
:That was just a few days ago.
247
:This type of note is great when you're
making changes, obviously, that change
248
:is going to show up in the change
history, but it's nice to have the
249
:note here, because when people are
digging through the dashboard, trying
250
:to find the data they need, they can
see the change, reason why, All right.
251
:I hope that made sense.
252
:Thank you for watching.
253
:I hope this has been helpful
crash course on some really cool
254
:settings in the conversion actions
area that's available to you.
255
:Your setup is going to be specific to you.
256
:There's no right or wrong way to go
about it unless you're setting it up
257
:in a way that doesn't match your own
personal goals for your own business.
258
:All right.
259
:Thanks for watching.
