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Google Ads Conversion Lift Tutorial For Advertisers

In the latest Google Ads video tutorial, a new study on conversion impact for advertisers is presented.

The tutorial covers Conversion Lift and how to set it up in Google Ads.

What is meant by conversion lift and how does it work?

Conversion Impact measures the number of conversions caused by your ads that would not have occurred without ads.

Google’s Conversion Lift solution blends multiple measurement methods, including:

  • Multi-touch attribution
  • increase experiences
  • Marketing mix models

Conversion Optimization is set up as a controlled experiment in the Google Ads interface that divides your audience into two groups:

  • One group receives ads (control)
  • One group does not receive ads (an experience)

The experiment can separate audiences based on random user selection or based on geography.

Conversion effect is available for video, discovery, and app campaigns.

Why do we use upconversion?

In Google’s video tutorial, the introduction begins with three key points in measuring marketing today.

  • Customer journeys are more complex. When people interact with ads across multiple platforms, it is sometimes difficult or impossible to connect the dots to a single unique user journey.
  • Cookie-based measurement continues to decline. This leaves marketers with less insight into what works (and what doesn’t).
  • Marketers are expected to do more with less. All the while, they are increasingly being scrutinized about the need for profitability.

How to set up a conversion hike

The video tutorial provided step-by-step instructions based on the class by users.

Step 1:

In the Google Ads interface, go to the top menu. Click on Tools and Settings >> Measurement >> Impact measurement.

Then click “+” to start a new study.

Step 2:

Decide if your study will be user-based or geographic:

Choose to conduct a conversion optimization study by users or geography.

Then, you will be able to select which campaign(s) to run in this study.

Next, select the start and end date.

Finally, review the feasibility to estimate how likely it is that your study will yield results.

Review the feasibility of a conversion optimization study before saving.Image credit: Google Ads video tutorial on YouTube, December 2022

Once saved, the conversion hike study will automatically start measuring elevation on your chosen start date.

Conversion effect metrics

Google provides three metrics that advertisers can measure using this study:

  • Increasing conversions
  • Increased conversion value
  • Relative conversion optimization

You will need access from your Google account team to get started, as this is not yet deployed across all accounts.

Watch the full conversion hike tutorial below:

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