SOP (03): Google Ads Conversion Tracking
Create Google Ads Conversion Tracking Prepared by: Mafuj Ibrahim This SOP will walk you through, step—by—step, how to properly structure your Google Ads Conversion Tracking. WHY IS THIS IMPORTANT? Your Google Ads account structure lets you control how ads are triggered and where and when they fire the Conversion Goal. When this is set up properly, you optimize the traffic you’ll receive from ads, as well as get the dedicated conversion, and increase your ROI. Split testing your ads is critical to your success and when doing so, we recommend you only change one thing at a time. For example, if you have 3 different ads running you would only change the headline #1 from version A to version B and so on. The reason for this is that if you change more than one element of the ad, you will not know exactly which element of the ad was responsible for the increase (or decrease) in performance. By setting up conversion tracking, you can determine which ads/keywords/campaigns/ad groups are generating the most revenue and which ones you should pause, improve, or delete altogether. In addition, you’ll be providing Google with this data and they will be able to find more customers just like that so you can make even more conversions! Category By selecting a category, you will have an easier time segmenting your campaign reports. Selected campaign report category Conversion Name Give your conversion an intuitive name. Value If you track leads, enter the average value from Each lead. If you only Sell one type of product, enter the value of Each sale. For example, if you sell only one product for $20, assign a value of $20. For each sale, Google Ads will record a value of $20. If you sell Multiple Products with varying costs, you may choose to give Different Values for each Conversion. Generally, though your ad group may only lead to a single product or group of similar products. Count When selecting this option, keep in mind how you want your conversions to be tracked. Every: If someone clicks your ad and completes 2 separate purchases on different occasions, 2 conversions are recorded. Recommended for physical products. One: Here you are tracking leads. Someone clicks your ad and enters their information twice on your website. Only 1 conversion is reported per click. Recommended for SAAS and other non-physical product signup. Conversion Window To record conversions that happen within 30 days after an ad impression set a window of 30 days. You may want to start with a wide conversion window until you get data on average days to conversion (particularly if you are selling a high end product or service with a longer sales cycle). To see how long it takes your customers to convert, segment your reports by ’Days to conversion’ Install Tracking Code Now that your conversion action has been created you need to install the tracking code on your site. If you use Google Tag Manager, we recommend you select that option. Otherwise, you will need to install the script manually to the header of your site so that the code is on all pages of your site.
SOP (04): Create a Google Display Ads
Best Google Display Network Placements for Your Ads Prepared by: Mafuj Ibrahim WHAT IS THIS TEMPLATE FOR: Finding the best Google Display Network (GDN) placement for your ads. WHEN TO RUN IT: When you want to ensure you’re placing your Google ads optimally. SOFTWARE USED: SEMrush VERSION: 1.1 Overview Choosing relevant placements for your ads manually usually means collecting and analyzing lots of data from multiple sources. At this stage, it’s rather difficult to strike a balance between too granular an approach and being overinclusive. The Display Advertising tool can help you find websites that bring a high-quality audience and conversions. Review Your Existing Placements Use your success metric (Brand Awareness, Ad Engagement or Direct Response) to choose the top 10 placements and use Display Advertising (Publisher Mode) to analyze them. Carefully consider their categories and audience interests to find unexpected similarities that can be used to expand your publishers list. For example, the Display Advertising Stats 2019 study shows that e-commerce website visitors are likely to also be interested in the topics of beauty and fitness, business and industrial, and hobbies and leisure. Explore Competitors’ Publishers Choose several strong rivals and export their publisher’s lists using the Display Advertising tool, prioritize and test them as described in How to Enhance Targeting and Optimize Your Paid Funnel workflow. You can also use additional prioritization criteria such as traffic, user behavior, and audience characteristics. Information about the first two can be found in the Traffic Analytics reports (User Behavior, Traffic Geo Distribution, Traffic Sources). Traffic Analytics can also help you prioritize placements based on audience overlap For example, if you are interested in optimizing your spend, you can find 2 placements with maximum overlap and then pick the one that would offer more favorable pricing. Or you can test your targeting on two placements with minimum overlap to see which audience would respond better. You can also explore the publisher’s audience (its gender, age, and interests) using the Display Advertising Overview report. This data will also help you find new targeting combinations for your experiments. Here are some other points for consideration: The diversity of the publisher’s audience The relevance or the correlation of the publisher’s categories with the goods/services you advertise The countries and devices the publisher is getting traffic from The number of ads and/or the times each ad was seen on the website Test and Exclude Pick several publishers that look the most promising and set up a test advertising campaign to confirm their capabilities. Analyze the results of the test campaigns and adjust your exclusion list accordingly.
SOP (05): Google Keyword Planner for Free
Creating a Google Ads Account Prepared by: Mafuj Ibrahim Last Updated / Reviewed: Jan 10th, 2023 Execution Time: 10-20 minutes Goal: To create a Google Ads account that is ready to start running your first campaign. Ideal Outcome: You have access to your campaign dashboard and all the tools Google Ads has to offer. Prerequisites or requirements: None. Why this is important: With over 3.5 billion searches per day and over 2 million websites on the Display Network, Google Ads is one of the most powerful channels to advertise to your audience. Where this is done: In Google Ads. When this is done: When you need to create a new account. Who does this: The person responsible for paid advertising. Create a Google Ads Account Go to https://ads.google.com/home/ 2. Click on the blue, “Start Now” button: 3. [Optional] If you already have other Google Ad accounts under the email address you’re currently logged in with, you will need to click “New Google Ads Account” 4. At this point, you will be presented with the default “Guided Setup” In which Google will try to get you to launch an ad We recommend skipping the guided setup because it will allow you to use other tools (e.g. Keyword Planner) to plan your campaigns. 5. To skip the guided setup, scroll down and click on the link titled “Switch to Expert Mode” 5. Next, click on “Create an account without a campaign” 6. Fill in your details and press “Save and continue” Note: Be sure to select the currency you want to be billed in for this Google Ads account since this can’t be changed later. 7. That’s it! You should now be in your account dashboard: Note: By skipping the guided setup you didn’t set up any payment method yet. You will need to do so before your campaigns start running. Google Ads SOP 01: Create a Google Ads CampaignSOP 02: Google PPC Campaign SetupSOP 03: Google Ads Conversion TrackingSOP 04: Create a Google Display AdsSOP 05: Google Keyword Planner for FreeSOP 06: Create a Google Ads AccountSOP 07: Google Ads SOP for PPC / Search AdsSOP 08: Google Display Ads CreationSOP 09: Google Performance Max AdsSOP 10: How to Create a Google Shopping Ads CampaignSOP 11: Google Ads Video CampaignsSOP 12: Google Demand Gen AdsSOP 13: Google Smart Ads CreationSOP 14: Google Ads Remarketing Tag Setup
SOP (06): Create a Google Ads Account
Creating a Google Ads Account Last Updated / Reviewed: Jan 10th, 2023 Execution Time: 10-20 minutes Prepared by: Mafuj Ibrahim Goal: To create a Google Ads account that is ready to start running your first campaign. Ideal Outcome: You have access to your campaign dashboard and all the tools Google Ads has to offer. Prerequisites or requirements: None. Why this is important: With over 3.5 billion searches per day and over 2 million websites on the Display Network, Google Ads is one of the most powerful channels to advertise to your audience. Where this is done: In Google Ads. When this is done: When you need to create a new account. Who does this: The person responsible for paid advertising. https://youtu.be/sgAr0-wy7Vc?si=ZzIOERkLHTsQw7oq Create a Google Ads Account Go to https://ads.google.com/home/ 2. Click on the blue, “Start Now” button: 3. [Optional] If you already have other Google Ad accounts under the email address you’re currently logged in with, you will need to click “New Google Ads Account” 4. At this point, you will be presented with the default “Guided Setup” In which Google will try to get you to launch an ad We recommend skipping the guided setup because it will allow you to use other tools (e.g. Keyword Planner) to plan your campaigns. 5. To skip the guided setup, scroll down and click on the link titled “Switch to Expert Mode” 5. Next, click on “Create an account without a campaign” 6. Fill in your details and press “Save and continue” Note: Be sure to select the currency you want to be billed in for this Google Ads account since this can’t be changed later. 7. That’s it! You should now be in your account dashboard: Note: By skipping the guided setup you didn’t set up any payment method yet. You will need to do so before your campaigns start running. Google Ads SOP 01: Create a Google Ads CampaignSOP 02: Google PPC Campaign SetupSOP 03: Google Ads Conversion TrackingSOP 04: Create a Google Display AdsSOP 05: Google Keyword Planner for FreeSOP 06: Create a Google Ads AccountSOP 07: Google Ads SOP for PPC / Search AdsSOP 08: Google Display Ads CreationSOP 09: Google Performance Max AdsSOP 10: How to Create a Google Shopping Ads CampaignSOP 11: Google Ads Video CampaignsSOP 12: Google Demand Gen AdsSOP 13: Google Smart Ads CreationSOP 14: Google Ads Remarketing Tag Setup