Cross Device Conversion in Google AdWords
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How to measure cross device conversions on Google AdWords. For every online advertising professional and search engine marketer.
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Cross Device Conversion in Google AdWords
- 1. Tracking Conversions in Google AdWords
- 2. © Ads4Growth.2014. Confidential: Not for Distribution Agenda • Purpose • What are Conversions • Why Track Conversions • Estimated Total Conversions • Cross Device Conversions • Summary
- 3. © Ads4Growth.2014. Confidential: Not for Distribution PURPOSE • Online advertising with the multi-screen view of the world: • Mobiles • Desktops • Laptops • Smartphones • Tabs
- 4. © Ads4Growth.2014. Confidential: Not for Distribution Conversions Today every business looks to expand its reach globally: • Entertainment • Travel • Technology • Retail • Other Local Businesses Conversions are certain actions: • A Signup process • Submission of an enquiry • Transaction to buy a service or product • A download, etc.
- 5. © Ads4Growth.2014. Confidential: Not for Distribution Why Track The purpose of tracking conversions is to have an estimate and understanding of the return on investment (ROI). • Is the user interested? • Are we promoting it right? • Does it fulfil our goals?
- 6. © Ads4Growth.2014. Confidential: Not for Distribution Estimated Total Conversions With Google AdWords we track conversions using conversion tag on a website page where some meaningful action is to be taken. Estimated Total Conversions for search ads on google.com gives more insights into how AdWords drives conversions for a business. It provides us with a holistic view of all the conversions driven by a Google Search Adverstising.
- 7. © Ads4Growth.2014. Confidential: Not for Distribution Estimated Total Conversions It includes: • Online conversions advertisers see today • Cross-Device Conversion • Store Visits • Calls
- 8. © Ads4Growth.2014. Confidential: Not for Distribution Cross Device Conversions Eg: A businessman travelling Mumbai to Delhi might want to book a cab. He could simply use his smartphone to book from a website that he once visited sitting in his office using a desktop.
- 9. © Ads4Growth.2014. Confidential: Not for Distribution Cross Device Conversions Using examples of such kind we could decide: • Which device to prefer while beginning a campaign • Decide how much to bid on which device • Build future strategies on building campaigns keeping devices in our minds.
- 10. © Ads4Growth.2014. Confidential: Not for Distribution Cross Device Conversions The cross-device conversion data only implicates the conversion which took place as a result of a search on a different device ending at a different one. It could be: • Computer to Computer • Computer to Tablet • Tablet to Computer • Computer to Mobile • Mobile to Computer
- 11. © Ads4Growth.2014. Confidential: Not for Distribution Summary • Every business that uses online medium of marketing needs its users to perform certain actions. • Conversions are the source of goal achievements online. • Estimated Total Conversions are the sum of all types of conversions that takes place due to an online influence. • Cross-Device Conversions produces an insight on which device was the source of traffic and which one proved convenient for customers to convert.