Conversion Goal Settings To Make The Algorithm Work For You

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Hi everyone.

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Regina here with Starter PPC.

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Today we're going to go through

conversions formerly called conversion

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actions and often called conversion goals.

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It's all synonymous.

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We're going to talk about

that section of Google ads.

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There's a couple of really

cool settings that allow you

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to customize it to your needs.

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And I'm going to also go into a couple

of examples of why you might choose.

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to set it up one way over the other.

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What we often do internally at starter

PPC with clients who have brand

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new Google ads accounts versus ad

accounts with lots of data, et cetera.

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So let's get started.

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Okay.

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I'll just put my face down here.

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To get to the conversions area, you're

going to want to, I should just back

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out of here and show you how I got here.

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So on the main screen, you just

go up to tools and settings.

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Tools and settings, and then conversions.

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And this used to be

called conversion actions.

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So I still call it conversion actions.

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So don't get confused.

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It is synonymous.

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And then to make things even more

confusing, Google likes to use the term

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goal, which I think is actually like this

whole section should probably be called

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conversion goals because they are goals.

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it now has.

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The word goal floating

around sometimes too.

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You're going to want to get someone who

knows Google ads really well and knows how

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to use Google tag manager to do it right.

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Oftentimes what we see is new clients

will come to us and we can tell

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that someone set it up using the.

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Automatic settings from Shopify or just

tying it together with Google Analytics

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and letting all their data pull in.

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it's just not ideal.

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Oftentimes when you set it

up the default way there's

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duplicate conversions happening.

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Or in the case of using Google

Analytics to track it drops a lot of

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the conversion, a lot of the users.

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Because Google analytics isn't as

good as Google ads in tracking leads.

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You're going to want to get someone

who knows what they're doing, have

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them set it up using the either

Google tag manager or the built

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in Google ads conversion tracker.

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I think that's what it's called.

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And I won't be going through that today

because honestly, I just deal with.

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Strategy and managing the accounts, and

I'm not one of those highly technical

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folks that you're gonna want to consult.

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A couple of ways that you can

manipulate how the algorithm thinks

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when it's deciding what to bid on.

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And you would think that choosing

your keywords or choosing the product

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titles and the ad copy are the only

way to target, but it's not true.

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You can also use your goals

to tell the algorithm Hey, I

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want you to go after this one.

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Conversion on my site, and I don't want

you to go after these other ones and

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you can make this distinction for the

algorithm without sacrificing tracking

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all of those and the way you would do

that is you would use there's a couple

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of ways, One way is you can use this

setting called primary versus secondary.

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Anything that's primary, if you hover

over it, it says primary actions are used

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for optimizing your bidding strategy.

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What this means is anything that's set

to primary, the amount of people that

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converted and any of the value that

you're converting, if you're e commerce

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and you're recording value with every

conversion is going to be included in

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the conversions column in the dashboard.

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And it means that the algorithm

is going to be focusing on that.

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And optimizing for it, which means

anybody that's, completes this conversion

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on your website is going to be looked

at and scrutinized by the algorithm.

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it's going to try to

find more of those folks.

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However, you can still have conversion

goals that you're tracking and you

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want to see the data for it, you don't

want the algorithm to focus on that.

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And that's called a

secondary conversion action.

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First of all, let me give you an

example of why you might want this.

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Let's say you have a lead magnet on your

website, and you also have the ability

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for people to book meetings with you.

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And what you really want is for

people to book meetings with you.

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But you're getting a ton of people

just opting in for the lead magnet.

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You might want to turn the lead magnet

goal into a secondary conversion.

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That way you can still see how many lead

magnets we're received through Google

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ad interactions, but you're not going

to be telling the algorithm, Hey, all

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these folks, these low quality converters

that came through my lead magnet.

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I want you to optimize based off that.

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I only want you to optimize based on the

people that booked a conversion with me.

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It's a very common phenomenon when you're

just getting started with Google Ads.

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There's no data in the account, and the

amount of people that are gonna, for

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example, book a conversion with you is far

and few between in the beginning, because

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the algorithm isn't optimized at all yet.

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And maybe you have a few other

kinks to work out as well.

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What we often do when we see an

account that has no data in it, it

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has that example of what I gave you,

where there's a lead magnet, right?

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Just like a freebie opt in

on their website, getting,

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let's say 20 leads a month.

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And only one conversation booked a month.

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What we'll do is we will start out

by having both conversion actions

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set to primary just temporarily

so that the algorithm can start to

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at least optimize based off of the

conversion data that's coming in.

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Even though it's not the highest quality,

it's the only data that's available.

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Then, maybe after a month, or two

months, or three months, depending on how

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frequently the conversions are happening

then we will switch the lead magnet over

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to secondary, because we hope that the

algorithm has enough to work off of with

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the people that have booked conversions.

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This is just one example.

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I realize that some of you guys are

also another example would be if

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you have a lead e commerce business

and you sell things directly from

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your website, but it's also very

common for someone who comes to your

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site to want to buy in bulk, right?

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And so there's a wholesaler application

form, that type of thing where it's not

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necessarily tracking conversion value.

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These are far and few between

leads, but you still want to know

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how many you got from Google ads.

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That's another great example.

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You might.

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Choose to only include the

conversion value purchases

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on your website as a primary.

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And then you can have the wholesale

form as a secondary conversion action.

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Now the secondary conversion

actions, they're not going to

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show up in the conversions column.

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Where are they going to show up?

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They're going to show up in

the all conversions column.

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Very be very careful.

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You guys let's actually head over to the

dashboard and I'll show you what I mean.

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There's two.

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Columns.

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One is called conversions.

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One is called all conversions.

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Conversions.

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I'm going to use conversions by

conversion time because I just want

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to see the conversions on the day

that the conversion actually happened.

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And then there's all conversions.

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as a consultant, I'm often not

the person who wants to see that.

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It's usually the client or the end user

or their team who wants to see that.

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You would pull this column up.

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Here we go.

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All conversions versus conversions.

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And you can see, okay, there's six

conversions, but there's actually.

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61 all conversions, and probably these

are a lot of duplicates because when

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we get an account that has existing

conversion actions set up and we choose

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not to take over those conversion

actions, but rather to build our own,

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which is the most common scenario.

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Then what we'll do is we will take all

the old conversion actions that exist

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and just change them to secondary.

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We don't want to delete or remove

anything because we don't know who's

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making use of that information.

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However, once you have this column

pulled up, you can just click segment

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by, and then under conversions,

click conversion actions, And here

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it's going to break it down for you.

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20, so 30 of these was add to cart

and five of these was purchased.

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but this is actually a great thing

to track because it helps you track

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Bounce rate, I actually just did a

recent video about whether your Amazon

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store is causing high bounce rates.

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It's called something like,

is Amazon Stealing your sales.

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That's one common reason

for a high bounce rate.

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And this is a great way to track that.

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So

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we went through primary versus

secondary conversion actions.

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there's 1 other way that you

can manipulate the focus of

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the algorithm inside of Google

ads using conversion actions.

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And that's going to be inside

of the campaign settings.

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So each campaign.

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If you go under settings,

I'm just clicking on any old

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campaign, clicking on settings.

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It has this goals area.

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Okay.

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And if you open this up, you'll see it.

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You have the option.

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Do you want to use account?

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Do you want to use goal

settings or do you want to use

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campaign specific goal settings?

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What's the difference?

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campaign specific goal settings

lets you choose from the existing

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categories of campaign goals.

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Here you have, a category of

goals called purchase goals.

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You have one called add to cart goals,

one called contact goals, et cetera.

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If we click on use account goal

settings, it just defaults to any of

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the goal conversion goal categories

that are already set to the account

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level default goal categories.

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So if you go back to this screen,

you'll see that for example, this.

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conversion section has account

goal, account default goal.

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Hi there.

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Quick interruption.

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Budget.

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A lot of businesses, especially

those that are just starting

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out, have limited budgets.

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And so because of this, they're turned

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agencies have minimum budget thresholds

that they're willing to work with.

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So what happens is the business owners

end up learning Google ads themselves.

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And the problem with that is

that most of the advice online is

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geared towards larger accounts.

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And the advice doesn't have any of those

strategies or tricks that can kickstart

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the algorithm into giving a small

account a leg up over larger competitors.

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So it often just doesn't work

and the business just ends up

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losing money month over month.

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com.

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Okay.

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Back to the video.

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use account goal settings.

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anD then you can manipulate which

of the conversion categories are

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part of the account goal settings.

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And then all your campaigns will

just use the account goal settings.

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Nine times out of ten, this is the case.

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There are rare instances where

it makes sense for one campaign.

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To use its own conversion goals that

are separate from the other campaigns.

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I would say it doesn't happen

very often with small business.

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It's usually with larger corporations.

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Because sometimes like I've seen it

happen where a corporation creates a

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landing page that tries to go after new

market of some sort, maybe wholesalers

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and they don't want that campaign.

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To report on the people that interact

with the ads, go to that landing page

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and then end up, leaving the landing

page and converting somewhere else.

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That's just data that doesn't make

sense for the focus of that campaign.

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All they want to know is how did

the landing page do at getting.

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It's goal at achieving its goal of

getting the form on that page submitted.

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And in that case, you can do a

custom set up where you go into your

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conversion actions, create a new

category, and that category will

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be specific to that campaign.

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And you can just choose it.

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Yeah, again that's more rare, but that is

another level of manipulating the focus

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of the algorithm using conversion actions.

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That's mostly what I wanted

to cover with you guys today.

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One last thought is I just want you

to know this because it tripped me up

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when I was first learning Google ads.

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Any changes you make to your goal

settings are not retroactive.

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that means if middle of the month you

decide that you want to change a primary

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conversion action into a secondary

conversion action, all of the conversions

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that came from that conversion action that

you just changed in the past are going to

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remain in the conversions column reported

as primary conversions up until that date.

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So depending on the date range that

you're choosing here, you're going

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to see different data because you're

now changing things in the settings.

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It's a mess.

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So you just want to try to make sure

you set it up accurately the first time.

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And if you do change your mind, if you

want to change a setting, that's fine.

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What I recommend is creating a note in the

dashboard to mark the day that happened.

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That way, if anybody is looking

through the data, they can see

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exactly what day that happened.

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We made a note.

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Starter PPC takes over

management September 18th.

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That was just a few days ago.

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This type of note is great when you're

making changes, obviously, that change

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is going to show up in the change

history, but it's nice to have the

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note here, because when people are

digging through the dashboard, trying

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to find the data they need, they can

see the change, reason why, All right.

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I hope that made sense.

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Thank you for watching.

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I hope this has been helpful

crash course on some really cool

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settings in the conversion actions

area that's available to you.

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Your setup is going to be specific to you.

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There's no right or wrong way to go

about it unless you're setting it up

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in a way that doesn't match your own

personal goals for your own business.

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All right.

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Thanks for watching.