Although this may not have been the most dramatic, The announcement of Google Marketing Live last month, according to which many marketers said that they were most excited about setting up conversion actions at the campaign level.
It's now here. Google said Thursday that campaign level conversion action settings are available for search and display campaigns. They will be supported for video campaigns later this year.
Why we should care. Up to now, the conversion action settings applied to an integer account. Of course, you can segment by conversion type at the campaign level, but all counted conversions have been totaled in the "Conversions" column. You could not choose which conversion actions to optimize (manually or with smart bidding) at the campaign level. This has forced many companies to set up separate accounts to apply budgets and optimize campaigns to separate conversion goals.
You can now choose which conversion actions to include in the "Conversions" column at the campaign level. This will allow you to analyze performance and optimize campaigns based on the most relevant types of conversion actions.
The "All Conversions" column always displays all the conversion actions you selected to be included at the account level.
Sets. You may want to optimize some campaigns for multiple conversion actions. The new conversion action set feature will allow you to organize conversion actions and apply them from one campaign to another in the Conversions column.
You'll find a new Conversion Action Games tab in the Conversions section under Tools in your accounts.
If you use smart bidding in these campaigns, the strategies will optimize conversions from the set.
More details. Google states, "This feature should be used when your campaigns aim to capture different types of conversion. If you have correctly configured the values for different types of conversions that your company uses for all campaigns in your account, you simply need to use the target ROAS. "
This can also help to solve the problem of configuring different accounts to manage separate marketing budgets." Google explains this scenario: "For example, suppose you're a hotel group with separate marketing budgets for the different hotel chains and different campaigns targeting online bookings for separate channels Now you can simply choose the corresponding conversion action (s) for each channel and make sure that their budgets provide the useful actions that they were supposed to lead. "
About the Author
Ginny Marvin is the Editor-in-Chief of Third Door Media, which manages the daily editorial operations of all our publications.Ginny writes on paid online marketing topics, including paid search, r social networks, targeted display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With over 15 years of marketing experience, she has held senior management positions in both in-house and agency management. It can be found on Twitter under the name @ginnymarvin.