For those unfamiliar with digital marketing, the term Google ads conversion might be new to them. However, for the sake of this article, we will examine what Google ads conversions are, how to make use of Google ads in your online campaign, the 10 common mistakes in Google ads conversion, and how to avoid them.
According to Google's economic impact, the Return on Investment for every Google ad is 8:1; i.e., for every $1 spent on google ads, you get $8 in return.
Google Ads is an online advertising platform developed by Google that allows digital marketers and advertisers to display short advertisements, service offerings, product listings, or videos to web users. Google ads will enable you to place ads both in the results of search engines like Google Search and on non-search websites, mobile apps, and videos. One popular form of Google ads campaign is the pay per click advertising.
Google Ads conversion uses tools to track and monitor how your ads campaign is fairing on the internet, identify how your campaign is generating leads, the amount or rate of generated leads, sales, downloads, and a host of others. The data obtained from Google Ads conversion enables you to identify and ascertain which aspect of your campaign is working, which is not working, to make the necessary adjustments. Google ads conversion allows you to know when and how to optimize your ad text, bids, and keywords accordingly.
For a digital marketer, your Google ads conversion depends on what customer or internet user action you want to track and monitor. It could be when a customer purchases through your website, completes an online survey, signs up for a newsletter, downloads an app, or clicks on a link that redirects them to your online store.
According to Statista, “Paid advertising is serious business and is the single biggest source of income for Google with $116.32 Billion earned from Google advertising in 2018.”
Pay-per-click advertising (PPC campaign) means buying visits to your site instead of earning those visits organically or automatically. For digital marketers who engage in pay-per-click advertising, every time an internet user clicks on your ad and is redirected to your page or website, the search engine from which such a user is redirected gets paid by you, the digital marketer.
Best plans marketing tweeted that the three major digital marketing components are: Search engine optimization (SEO), Pay-per-click advertising (PPC), and Web design.
Having explained the essential concepts of google ads, google ads conversion, and pay-per-click advertising, the google ads form used for this article is Pay-per-click advertising.
Mistakes To Avoid In Pay-Per-Click Advertising
1. Not Knowing What to Track
In tracking google ads conversion for your Pay-per-click advertising, some digital marketers do not know what action to follow. They are unsure of what actions to track and when to begin google ads conversion.
To avoid this mistake; the conversions to track are email signups, content downloads, live chat engagements, purchases, and phone calls. There are other conversions that you can monitor in your pay-per-click advertising. However, these are the general ones for a digital marketer that does not know what to track.
Also, when to track your conversion is based on your sales cycle and the complexity of your products and services. If your product has a long sales cycle, your prospects may not convert right away after visiting your site, it would take time to realize the conversion, so the monitoring and tracking can be delayed.
2. Low Conversion Rates or no Conversion Data
Another mistake to avoid in Google ads conversion for your pay-per-click advertising is when you give up your campaign or start the whole tracking all over due to low conversion rates, or you are unable to see any data displayed in your tracking. It could be that your google ads conversion is still tracking your ads campaign, or your keywords could have a lower search volume.
To avoid this mistake, you should always read through the conversions section of Google ads to identify what actions on your pay per click advertising are counted as conversions, exercise patience when tracking your transformation, and you can also try the google assistant browser plugin to identify the reason for no conversion data.
3. Tracking Conversion That Does Not Make it to Google Ads But is on the Website.
Another mistake in Google ads conversion when using pay-per-click advertising is tracking and recording conversions on the website. They eventually do not make it to the Google ads campaign. This is like hatching your egg before it is laid. This mistake mainly occurs with phone call tracking.
To avoid this mistake, you can import your data and analytics from google or offline import on third-party apps. You can also group the conversion types; those data generated from conversions on the website are grouped in a separated set, and those obtained from the Google ads campaign automatically get groped to another set. With apps such as NinjaSEM developed by project500apps, you can automatically import data and analytics from third-party apps and group your google ads conversion with ease.
4. Poor Keywords Research
Another mistake being made in Google ads conversion is the use of wrong keywords in your pay-per-click advertising. This can be caused by poor keywords research. When you select keywords based on what you think internet users are searching for or what you would likely search for, you end up with the wrong keywords, affecting your google ads conversion.
To get the right keywords, you can use tools such as NinjaSEM to find the relevant and common keywords for your pay-per-click advertising. Using the wrong keywords obtained from poor research will mess up your tracking.
5. Not Using Experiments or Test-Running
The experiment features of the Google ads allow you to launch your pay-per-click advertising and test run the Google ads conversion to know what actions to track and monitor when to do the tracking and pull out records and analytics. Most digital marketers or advertisers do not test run their ads campaign and conversion; they go straight to launching and deploying the Google ads conversion tool.
To avoid this mistake is easy; ensure you experiment your pay-per-click advertising with the Google ads conversion on the experiment features of Google and also use software such as NinjaSEM to test run your campaign, track and monitor actions before launching it.
6. Poor Analysis of Google Ads Conversion
When you monitor and track your google ads conversion, the generated reports, data, and analytics can be wrongly generated and analyzed if care is not taken. This gives you a wrong result that might give you the impression that your pay-per-click advertising is not practical or ineffective.
To avoid this mistake, you can use the NinjaSEM software to analyze your google ads conversion results. The NinjaSEM software helps to count each time your ads campaign receives conversions from clicks by internet users. It also helps to analyze how much you spent on your pay-per-click campaign divided by your total conversions to determine your return on investment.
7. Removing or Adding a Conversion Action
Sometimes, you may forget to add a conversion action in your pay-per-click advertising, and other times, it could be that you forgot to remove an irrelevant or repetitive action; this makes your conversion data to be voluminous and jam-packed because the Google ads conversion is showing results for action or series of activities that you no longer want to track.
To avoid this mistake, you can use the NinjaSEM app to remove the conversion action or Navigate to the Conversions section of Google Ads under Tools, then click on Measurement; it will display the name of the conversion action you would like to remove.
8. Launching a New Landing Page Without Updating your Ads Conversion
When a digital marketer or web marketer launches a new landing page, they sometimes forget to extend the Google ads conversion to the new page or include a few housekeeping updates to ensure the continuity of your conversion tracking and ensure that the new landing page is monitored and tracked.
It is easy to avoid this mistake the same way it is easy to overlook it. So since it's a new page, you can add a conversion that redirects your monitoring and tracking to the page or include the old tags in the new landing page. And if you are unable to do this because it is somehow complex, you can start the monitoring and tracking from the start to cover both the old and new pages.
9. Not Using Values for Conversion
Another mistake to avoid in Google ads conversion is not using values for your pay-per-click advertising and its tracking. If you run an e-commerce, you should use the exact checkout value because it gives accurate records and analytics, but for lead gen, you can have low-value conversions, and instead of using them, you can use the point value system.
The mistake always arises when you have a low-value conversion in some of your campaigns. You use high-value conversion all through without considering those ad campaigns that generated the low-value conversion. Therefore, the best value system to use is the point value system instead of not using values for your google ads conversion.
10. Multiple Counts
The final mistake in Google ads conversion is numerous counts. If you are a lead generation and track phone calls, forms, whitepaper downloads, and you have it all turned on, that means if one person fills out your form 10 times, the count is recorded as ten conversions. However, for pay-per-click advertising, using the multiple counts in your google ads conversion is advisable because every time someone clicks on the ad or fills the form, you make more money.
Many digital marketers and business organizations pay less attention to their google ads conversion; instead, they monitor and evaluate the keyword, search terms, and ad tests in their pay-per-click advertising. Failure to track the Google ads conversion makes you oblivious of the faults or issues in your conversion monitoring settings and tools, making your data and records inaccurate.
With advanced software such as NinjaSEM, you can create and manage your pay-per-click advertising with ease on a single platform. It also allows you to record and analyze the data generated from the Google ads conversion to review and apply the needed changes for improved conversion.