If you’re running ads for a lead generation business and want to get better quality leads through your advertising efforts – consider these two lesser-known Google Ads features. The first one – Enhanced Conversion, is a tracking option that requires a technical setup. However, when implemented properly, it can be a very powerful tool. This is because it vastly improves your measurement capabilities. The second one is Conversion Value Rules – an option available in the interface that allows users to modify the value of a conversion depending on its specific dimensions. Utilizing these features is ideal for providing marketers with unique, goal-oriented options.
Both features can complement your existing lead generation strategy.
Understanding Enhanced Conversions
Enhanced Conversions is a tracking feature that allows for more accurate conversion measurement in Google Ads. Thinking of lead generation businesses, this feature is reliable for accurately tracking off-site sales (for example, phone or email conversions) from website leads, which is a form submission.
How does it work?
Imagine a signed-in Google user who sees your YouTube ad and then (without clicking on an ad) completes a form on your website. The conversion tag will capture the information the user submits in the form and send it to Google. Then, the system will match the hashed user data so conversion can be reported in your Google Ads panel. Enhanced Conversions allow advertisers to use hashed, first-party data submitted through a lead form for offline measurement and attribution to a campaign that directly or indirectly triggered a specific user action. That can be very powerful for lead generation, for which we know that the conversion path is usually a bit longer and includes many touchpoints.
Businesses of all kinds have been asking for something that can close the gap between their efforts and offline conversions, and this tool can help with that.
When You Should Use Conversion Value Rules?
Setting up Conversion Value Rules can be helpful for these businesses, which due to technical or methodical constraints are unable to value the conversions using available tools, such as conversion tag or an Offline Conversion Import. If, as an advertiser you’re interested in value-based bidding for your project and you want to apply rules to optimise towards more high value customers, Conversion Value Rules come in handy. By using this solution, you can apply rules based on specific customer dimensions in the Google Ads panel.
The specific condition which can be used in combination with Conversion Value Rules are:
- Audiences: you can adjust the value for customers, which you segment and identify through your lists or the user lists available in the UI.
- Geographic locations: This option allows you to assign a higher value to the conversion that occurs in a certain location.
- Devices: If a conversion happens on a specific device that is more valuable to the business, you can increase the value of that conversion, too!
You can also create unique value rules that apply to specific conversion actions. Using Smart Bidding (such as Target ROAS or Maximise Conversion Value) can allow you to create a context for the algorithm, which will drive more valuable conversions for your business. Note: Conversion value rules only apply to Search, Shopping, Display, and Performance Max campaigns, so make sure you choose a campaign format to drive more qualitative leads.
