Conversion Tips for Getting the Most from Google Ads

My firm manages over $3 million in ad spend for clients in Google Ads yearly. As a result, we see opportunities for improvement in regards to conversion tracking across multiple accounts in diverse industries.

My Tips on Conversion Tracking

  1. Always track website contact forms.
  2. Try to track website phone calls.
  3. Do not change key conversion actions.
  4. Use Position-Based attribution.
  5. Set your cookie for 30 to 60 days.
  6. Add additional conversion actions for promotions.
Nancy C. McCord, Owner of McCord Web Services LLC
Nancy C. McCord, Owner of McCord Web Services LLC

One of the most important aspects to conversion tracking is to select key conversion actions and to NOT change them in the Google Ads conversion control panel or Google Analytics.

We have recently had several situations where well-meaning marketing staff deleted conversion actions thinking that there would be no harm in doing so, but as a result the smart bidding algorithms in Google Ads were negatively impacted and performance dropped quickly in the account.

I have found that when a customer is changing the conversion actions for promotions and they do not have key conversion actions that are always in the account, bidding algorithms are easily confused and cost per click and cost per conversions will increase, sometimes dramatically.

Assure that if you track website phone calls and email form completions that you always keep these running as conversion actions. Do not move in and out of  conversion actions unless you use manual bidding.

Let Smart Bidding Algorithms Do the Heavy Lifting for You

Once you have your conversion action strategy in place, wait to accrue 15 conversions in a 30 day period and then test the use of smart bidding options like maximize conversion or Target CPA bidding for your account.

Make sure to do routine checks at 2 weeks, 30 days, and 60 days to assure that these algorithms are actually delivering results with a cost per conversion that works for your business. Most accounts will benefit from the use of smart bidding based on Google’s machine learning and AI, but not all.

 

Hackers Want Your Reputation and Credentials

Hackers Want Your Reputation and Credentials

Site reputation – that’s what hackers want to steal from you for their own personal gain. Don’t think that you need to just be using WordPress to become a victim. I’ve seen regular HTML website fall prey to hack attacks too.

It typically all starts with your user name and password being stolen. Hackers create a phishing page that looks legit that they hope you will click and then enter in your user name and password into. The best defense is to never click links in an email and if you do click a link, never share login information no matter how valid a site or form looks.

Instead, go to your login address using your browser and access your account without clicking a link. You will typically find that there is not a problem with your account or access. But the email you had received had some dire notice that you were going to lose access or your account would be closed. Be suspicious of everything.

Troy Hunt has it right in his article on how and why hackers want to get into your site and steal your credentials. His article is worth the read to allow you to make sure to stay safe. You will be amazed at the extent hackers will use, to mask their presence in an effort to steal your credentials and then your website reputation.