Why Advertisers Might Use Enhanced Conversions for Leads
In the world of digital marketing, advertisers are always on the lookout for ways to improve their results. One way to do this is to use enhanced conversions. Enhanced conversions allow advertisers to track additional actions that users take on their website, beyond just completing a purchase. This data can be used to optimize campaigns and improve ROI.
I remember when I first started using enhanced conversions, I was amazed at how much more data I was able to collect about my leads. This data helped me to better understand my audience and tailor my marketing campaigns accordingly. As a result, I saw a significant improvement in my conversion rates.
What are Enhanced Conversions?
Enhanced conversions are a type of conversion tracking that allows advertisers to track additional actions that users take on their website, beyond just completing a purchase. These actions can include signing up for a newsletter, downloading a whitepaper, or watching a video.
How do Enhanced Conversions work?
Enhanced conversions work by using a combination of first-party data and machine learning. First-party data is data that you collect about your own customers, such as their email addresses, phone numbers, and purchase history. Machine learning is a type of artificial intelligence that can be used to identify patterns and make predictions.
When you enable enhanced conversions, Google Ads will use your first-party data and machine learning to identify users who are likely to convert. These users will then be shown more relevant ads, which can lead to an increase in conversions.
What are the benefits of using Enhanced Conversions?
There are several benefits to using enhanced conversions, including:
- Improved conversion tracking: Enhanced conversions allow you to track more actions that users take on your website, beyond just completing a purchase. This data can help you to better understand your audience and tailor your marketing campaigns accordingly.
- Increased ROI: By using enhanced conversions, you can identify users who are more likely to convert. This allows you to focus your marketing efforts on these users, which can lead to an increase in ROI.
- Improved ad targeting: Enhanced conversions can be used to improve ad targeting. By understanding which actions users take on your website, you can create more relevant ads that are more likely to convert.
How to enable Enhanced Conversions
Enabling enhanced conversions is a simple process. First, you need to create a conversion action in Google Ads. Once you have created a conversion action, you can enable enhanced conversions by following these steps:
- Sign in to your Google Ads account.
- Click on the “Tools” icon in the top right corner of the screen.
- Select “Conversions” from the drop-down menu.
- Find the conversion action that you want to enable enhanced conversions for and click on the “Edit” button.
- Scroll down to the “Enhanced Conversions” section and turn on the “Enhanced Conversions” switch.
- Click on the “Save” button.
Tips for using Enhanced Conversions
Here are a few tips for using enhanced conversions:
- Use a variety of conversion actions: Don’t just focus on tracking purchases. Track other actions that users take on your website, such as signing up for a newsletter, downloading a whitepaper, or watching a video. This data will help you to better understand your audience and tailor your marketing campaigns accordingly.
- Use negative keywords: Negative keywords allow you to exclude certain searches from your campaigns. This can help to improve the relevance of your ads and reduce wasted spend.
- Use remarketing: Remarketing allows you to show ads to users who have previously visited your website. This can help to increase conversions by reminding users of your products or services.
FAQ on Enhanced Conversions
Q: What is the difference between enhanced conversions and standard conversions?
A: Enhanced conversions allow you to track additional actions that users take on your website, beyond just completing a purchase. Standard conversions only track purchases.
Q: How do I enable enhanced conversions?
A: You can enable enhanced conversions by following the steps outlined above.
Q: What are the benefits of using enhanced conversions?
A: The benefits of using enhanced conversions include improved conversion tracking, increased ROI, and improved ad targeting.
Q: What are some tips for using enhanced conversions?
A: Some tips for using enhanced conversions include using a variety of conversion actions, using negative keywords, and using remarketing.
Conclusion
Enhanced conversions are a valuable tool that can help advertisers improve their results. By using enhanced conversions, you can track additional actions that users take on your website, beyond just completing a purchase. This data can be used to optimize campaigns and improve ROI.
If you’re not already using enhanced conversions, I encourage you to give them a try. I think you’ll be surprised at how much they can improve your results.
Are you interested in learning more about enhanced conversions? Leave a comment below and I’ll be happy to answer your questions.
