Google ads measurement

Table of Contents Turn Business Objectives into Marketing Goals .4 1.1 Determine your business goals 1.1.1 The different types of objectives 1.1.2 How to make money? 1.1.3 Strategic objectives 1.2 Map your customer journey .6 1.2.1 Revisiting your business objectives 1.3 Identify your marketing objectives .7 1.3.1 One objective at a time 1.3.2 Quiz 1.4 Choose the right media to reach your objective 1.4.1 What are channels? 1.4.2 Finding your audience 1.4.3 Focus on the message, not the channel .9 1.5 Focus on the metrics that matter most 11 1.5.1 Creating objective-driven KPIs to measure performance 11 1.5.2 Many metrics to choose from .11 1.6 KNOWLEDGE CHECK QUIZ 12 Assign Value to What's Being Measured 13 2.1 Attribution and the customer journey 13 2.1.1 Understanding attribution 13 2.1.2 Digging into conversions 13 2.1.3 Attribution models 13 2.1.4 Rules-based attribution 13 2.1.1 Data-driven attribution .15 2.2 Valuing media channels beyond attribution .16 2.2.1 Media channels and sales channels 16 2.2.2 Which media sales ROI measurement is right for you? 17 2.2.3 Marketing Mix Model 18 2.2.4 Customer lifetime value .19 2.2.5 Cross channel attribution 19 2.2.6 Store Visit 20 2.2.7 Store Sales Direct .20 2.2.8 Brand Lift 21 Evaluate results and take action 22 3.1 Marketing by the numbers 22 3.1.1 Are you data driven? 22 3.1.2 Become a data detective 22 3.1.3 What to with all that data 23 3.1.4 Best practices .24 3.2 Optimization and automation 25 3.2.1 Two types of optimization 25 3.2.2 Why should you care about automation? 25 3.2.3 Automation success factors .26 3.2.4 Four easy ways to start with automation 26 3.3 Develop a test-and-learn culture 26 3.3.1 Individual measurement habits 26 3.3.2 Measurement for large businesses .27 3.3.3 Measurement framework template 28 3.3.4 QUIZ 28 Get Acquainted with Conversion Tracking .30 4.1 Why measure conversions? 30 4.1.1 What is conversion measurement? 30 4.1.2 What actions can be measured? 30 4.1.3 Is your digital advertising bringing value to your business? .30 4.2 Conversion tracking in Google Ads 31 4.2.1 New to Google Ads conversion tracking? 31 4.2.2 Google Ads conversion tracking overview 31 4.2.3 Understanding conversion columns 31 4.3 Conversion tracking differences in Google Ads and Google Analytics 33 4.3.1 Measuring goals 33 4.3.2 Measuring eCommerce transactions 34 4.3.3 Measuring in Analytics vs Google Ads .34 4.4 Quiz 36 Set Up Conversion Tracking to Meet Your Goals 38 5.1 Establish goals for tracking conversions 38 5.1.1 Let's explore .38 5.1.2 Meet Anders .38 5.1.3 Meet Janelle 40 5.1.4 Meet Hiroko again 40 5.2 Set up actions for sale conversions 41 5.2.1 Meet Hiroko 41 5.2.2 First step: Setting up conversion actions for Hiroko’s website 42 5.2.3 Next stop: conversion tracking setup for their mobile app 42 Turn Business Objectives into Marketing Goals 1.1 Determine your business goals Workshop: https://services.google.com/fh/files/misc/marketing_that_matters_workbook_en.pdf 1.1.1 The different types of objectives Here’s a list of the types of objectives we’ll cover in this course (Remember, some people call these "KPIs.") Business objective: A broad, top-level goal for your company This goal typically focuses on increasing revenue, profit margin, or volume (for example, units sold) Often, larger companies will create a subgoal for each of their lines of business Marketing objectives: These support the business objective Some smaller companies may not have the scale to warrant this level of specificity Media objectives: This refers to the goals for each channel that are necessary for meeting your marketing objectives (for example, the goal of your YouTube campaign) Campaign metrics: These are the individual metrics you use to measure the success of your media objectives 1.1.2 How to make money? 1.1.3 Strategic objectives Brand strength (also called brand equity) is a phrase used in the marketing industry that describes the value of having a well-known name (like Sony) The idea is that a well-known brand name can generate more revenue simply from brand recognition 1.2 Map your customer journey 1.2.1 Revisiting your business objectives Profit: Marketing requires an investment, and any investment is initially classified as a cost, which reduces profit However, well-managed marketing drives sales, with results in revenue and profit Revenue: A company can increase their sales by acquiring new customers or increasing how much existing customers spend Volume: Companies who wish to increase volume need to either decrease cost to drive more sales or use various tactics to drive more demand In all of the above situations, we’re talking about getting customers to buy something That means you need to place yourself in the consumer’s path to purchase (also referred to as the marketing funnel or customer journey), where you can influence their buying decision Customer journey: Make sure people see that your business, product, or service exists Address all the people who match the desired customer profile based on their age, gender, interests, and behaviors Lead people to think about or show interest in your brand Address all the people who match the desired customer profile and have shown some interest in the advertised product or category Get people to something, like make a purchase Address all the people who have shown a strong interest in the advertised brand or product Make people care enough to purchase more or advocate for your business Address current customers 1.3 Identify objectives 1.3.1 your marketing One objective at a time Below is a list of metrics you might use to create your marketing objectives Awareness Consideration Purchase Loyalty brand awareness brand recall top of mind brand favorability brand preference brand association brand liking purchase intent new customers repurchase transactions upsells average order customer referrals size return on investment return on ad spend cost of sales cost per action 1.3.2 Quiz 1.4 Choose the right media to reach your objective 1.4.1 What are channels? Offline (traditional)  Television: Can be regional or national  Radio: Includes podcasts as well  Outdoor advertising: Like on the side of a bus or a billboard  Print media: Newspapers, magazines, etc Online (digital)  Search engines: Like Google!  Display: Ads you see on websites and in apps  Video: Ads like you see on YouTube  Social media: Like reddit.com  Email: For example, a newsletter 1.4.2 Finding your audience The last four columns are (1) Awareness, (2) Consideration, (3) Purchase, and (4) Loyalty Media channel TV Radio Out of home Print media Search Display Video Social media Email Audience focus Broad Geographic Geographic ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ Geographic, based on interests ✔ ✔ ✔ Based on search queries ✔ Based on demo, geo, interests and online ✔ behaviors Based on demo, geo, interests and online ✔ behaviors Based on demo, geo, interests and online ✔ behaviors Existing customers ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ 1.4.3 Focus on the message, not the channel     Awareness o Display and video: focus on storytelling around the brand o Search: use generic search terms Consideration o Display and video: focus on brand attributes or product value proposition o Search: use generic search terms Purchase o Display and video: include an implicit or explicit call-to-action (“buy now,” “buy here,” or “shop here,” e.g.) o Search: use brand search terms Loyalty o Display and video: focus on a specific offer or product (up sell) o Search: use brand search terms don't like the price, they won't click your ad, and you'll save yourself the cost of that click As an experiment, you might want to consider adding prices in your ad text to see if that helps your ads lead to a better conversion rate This can be especially effective when your prices are lower than competitor prices To test whether this will work for you, you can run an experiment by creating a new ad and rotating your ads When using ad rotation, you can compare the click-through rates and conversion rates of the ad that includes the price vs the one that doesn't You can also set up campaign Drafts and Experiments to propose and test new changes 6.3.7 Refine your bidding Bid adjustments allow you to decide when a click or impression is worth more to you For example, imagine that you own an online clothing store, and you've set up two conversion actions: one for each time a customer puts something in their shopping cart, and another for online sales You want to optimize your bidding for the sales conversion action and track these conversions in your Conversions column You don’t want to bid for the shopping cart action, and you don’t need to see this data in your main Conversions column You can choose which conversions to optimize for by checking the Include in Conversions setting for your sales conversion action and unchecking that setting for the shopping cart conversion action Now, your automated bid strategy will only optimize for your sales conversions, and your Conversions column will only show sales conversions However, data for the shopping cart action is still included in your All Conversions column 6.3.8 Optimize with Smart Bidding Although you can also set bids manually, automated bidding takes the heavy lifting and guesswork out of setting bids to meet your performance goals There are six types of automated bid strategies available Smart Bidding is a subset of automated bid strategies that uses machine learning to optimize for conversions or conversion value in every auction — a feature known as “auction-time bidding.” Check out this link to learn more about the benefits of Smart Bidding Target CPA, Target ROAS, Maximize Conversions, and Enhanced CPC (eCPC) are all Smart Bidding strategies, going from most automated to least automated respectively (in other words, from least control to most control) Other automated bid strategies that don't use Smart Bidding include Maximize Clicks and Target Impression Share In this section, you’ll learn how you can use Smart Bidding strategies to save time and improve your return on investment 6.3.9 Target CPA Bidding 6.3.9.1 What it is Target CPA is a Google Ads Smart Bidding strategy that sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set It uses advanced machine learning to automatically optimize bids and offers auction-time bidding capabilities that tailor bids for every auction Target CPA is available as either a standard strategy in a single campaign or as a portfolio strategy across multiple campaigns 1.1.1.1 How it works Using historical information about your campaign and evaluating the contextual signals present at auction time, Target CPA (cost-per-acquisition) Bidding automatically finds an optimal CPC (cost-per-click) bid for your ad each time it's eligible to appear Google Ads sets these bids to achieve an average CPA equal to your target across all campaigns using this strategy Some conversions may cost more than your target and some may cost less, but altogether Google Ads will try to keep your cost per conversion equal to the target CPA you set These changes in CPA take place because your actual CPA depends on factors outside Google's control, like changes to your website or ads or increased competition in ad auctions In addition, your actual conversion rate can be lower or higher than the predicted conversion rate For example, if you choose a target CPA of $10, Google Ads will automatically set your CPC bids to try to get you as many conversions at $10 on average To help improve your performance in every ad auction, this strategy adjusts bids using real-time signals like device, browser, location, time of day, remarketing list, and more 6.3.10 Target ROAS Bidding 6.3.10.1.What it is Target ROAS lets you bid based on a target return on ad spend (ROAS) This Google Ads Smart Bidding strategy helps you get more conversion value or revenue at the target ROAS you set Your bids are automatically optimized at auction time, allowing you to tailor bids for each auction Target ROAS is available as either a standard strategy for a single campaign or a portfolio strategy across multiple campaigns 1.1.1.2 How it works Google Ads predicts future conversions and associated values using your reported conversion values, which you report through conversion tracking Then, Google Ads will set maximum CPC (max CPC) bids to maximize your conversion value while trying to achieve an average ROAS equal to your target Some conversions may return a higher ROAS and some may return a lower ROAS, but altogether Google Ads will try to keep your conversion value per cost equal to the target ROAS you set For example, if you set a target ROAS of 500%, Google Ads will automatically adjust your bids to try to maximize your conversion value while reaching this target ROAS To help improve your performance in the ad auction, this strategy adjusts bids using real-time signals like device, browser, location, time of day, etc It also automatically adjusts bids based on whether someone is on one of your remarketing lists Google Ads will recommend a target ROAS value after you’ve set up a new bid strategy in the Shared library and chosen which campaigns to apply it to Your actual ROAS over the last few weeks calculates this recommendation We’ll exclude performance from the last few days to account for conversions that may take more than a day to complete following an ad click You can choose whether to use this recommended target ROAS value or to set your own 6.3.11 Maximize conversion bidding 6.3.11.1.What it is Maximize Conversions Bidding automatically sets bids to help get the most conversions for your campaign while spending your budget It uses advanced machine learning to automate bid optimization and offers auction-time bidding capabilities that tailor bids for every auction 1.1.1.3 How it works Using historical information about your campaign and evaluating the contextual signals present at auction time, Maximize Conversions Bidding automatically finds an optimal CPC bid for your ad each time it's eligible to appear Google Ads sets these bids to help get the most conversions for your campaign while spending your budget 6.3.12 Enhanced CPC (eCPC) 6.3.12.1.What it is Enhanced CPC (eCPC) helps you get more conversions from manual bidding It works by automatically adjusting your manual bids for clicks that seem more or less likely to lead to a sale or conversion on your website Unlike Target CPA, which automatically sets bids based on your target cost-perconversion, your max CPC bids constrains eCPC when optimizing for conversions For Search and Display campaigns, eCPC helps increase conversions while trying to keep your cost-per-conversion the same as you’re getting with manual bidding For Shopping, eCPC helps increase conversions while trying to maintain your same overall spend 1.1.1.4 How it works The eCPC feature looks for ad auctions that are more likely to lead to conversions, and then raises your max CPC bid (after applying any bid adjustments you've set) to compete harder for those clicks If a click seems less likely to convert, Google Ads will lower your bid eCPC will try to keep your average CPC below the max CPC you set (including bid adjustments), but it may exceed your max CPC for short periods of time Note that eCPC is a form of Smart Bidding that uses a wide range of auctiontime signals such as demographics, browser, location, and time of day to tailor bids to someone’s unique context But other Smart Bidding strategies, such as Target CPA and Target ROAS., this to a fuller extent 6.4 Quiz Knowledge check assessment 7.1 Question of 27 For video campaigns, the last impression of a video ad will get credit for the view-through conversion True False 7.2 Question of 27 What can be used to customize how the data is tracked in the Conversions column? Auction Insights report Custom tables Include in Conversions setting Modify Columns setting 7.3 Question of 27 Which three of the following actions can improve your conversion rate? Select All Correct Responses  Don't use negative keywords  Use negative keywords to further refine audience traffic  Use specific keywords for better conversion rates  Use the Search Terms report to reach the right customers 7.4 Question of 27 Which two of the following statements are true about Attribution reports? Select All Correct Responses  App conversions and store visits are included in Attribution reports  App conversions and store visits are not included in Attribution reports  Attribution reports can help you estimate how changes to your attribution model might impact conversion reporting  Attribution reports can help you evaluate and optimize performance after you’ve changed your attribution model 7.5 Question of 27 A company that designs coffee mugs wants to see which of their video creatives makes viewers remember their brand best Which of the following Google tool can they use to find out?  Ad recall  Brand favorability  Brand Lift  Conversion Lift 7.6 Question of 27 Which of the following attribution models uses machine learning to evaluate individual customer paths?  Data-driven  Last interaction  Linear  Time decay 7.7 Question of 27 Hiroko is running a Search campaign for a couple of months and would like to make some improvements Identify three ways that she can optimize her campaign after assessing performance  Assess which audience targeting is performing best and double down  Don't make changes until the campaign has been running for at least six months  Remove poorly performing creative and test out new creative  Turn on automated bidding 7.8 Question of 27 Jason is running a video campaign and realizes that while his overall views are high, his engagement rates are low Which three of the following questions could he ask to investigate? Select All Correct Responses  Was the creative effective in getting attention and highlighting the brand?  Was the right audience targeted?  Were enough people shown the video?  Were there any possible executional missteps? 7.9 Question of 27 9739092 Which three of the following are good measurement habits for any individual or company? Select All Correct Responses  Bring data to all of your meetings  Encourage learning from failure  Look at data only every month or so  Run tests continuously ... tracking in Google Ads 4.2.1 New tracking? to Google Ads conversion Step Set up a conversion action in Google Ads to measure what you consider to be valuable customer actions Step Google Ads will... data back to Google Ads 4.2.2 Google overview Ads conversion tracking Set up ads campaign Select the kind of conversion Set up tag setup 4.2.3 Understanding conversion columns In Google Ads, the... to Google Ads conversion tracking? 31 4.2.2 Google Ads conversion tracking overview 31 4.2.3 Understanding conversion columns 31 4.3 Conversion tracking differences in Google Ads