Discover how to drive better performance using value-based bidding – even without offline conversion imports or ecommerce tracking. Show your clients which conversions bring their business the best return on investment and most importantly refine strategies to leverage automation and improve results.

1. Proving the value
of Google Ads
Jaye Cowle
Launch Online
@agoogleguru @launchonlineuk

2. (Im)proving the
value of Google Ads
Jaye Cowle
Launch Online
@agoogleguru @launchonlineuk

3. @launchonlineuk #brightonSEO

5. @launchonlineuk #brightonSEO

6. @launchonlineuk #brightonSEO

7. @launchonlineuk #brightonSEO
£££
££
£ ££££

8. @launchonlineuk #brightonSEO

9. Max Conv
Value
Highest Value
Minimum
ROAS
Lowest cost
Automated
Max Conversions Target CPA Target ROAS
Max
Conversions Target CPA
@launchonlineuk #brightonSEO

10. On average, advertisers who switch from
a Target CPA, to a Target ROAS can see
15% more conversion value at a similar
return on ad spend
Citation: Google Internal Data, Global, 2021-03-16 to 2021-04-12

11. @launchonlineuk #brightonSEO

12. @launchonlineuk #brightonSEO
Resources:
Decoding Decisions >
https:/
/bit.ly/3kTHBEB
Launch YouTube
https:/
/bit.ly/3jLvWbD

13. @launchonlineuk #brightonSEO

14. @launchonlineuk #brightonSEO

15. @launchonlineuk #brightonSEO

16. @launchonlineuk #brightonSEO

17. @launchonlineuk #brightonSEO

18. @launchonlineuk #brightonSEO
< 90 Days
> 15 in 30 Days

19. @launchonlineuk #brightonSEO
Source: BCG, Responsible Marketing with First
Party Data, May 2020
https://www.bcg.com/publications/2020/resp
onsible-marketing-with-first-party-data

20. @launchonlineuk #brightonSEO

21. @launchonlineuk #brightonSEO
True
Values
Student enrolled
£5,000 value to business
Handbag Purchase
£525 value to business

22. @launchonlineuk #brightonSEO
True
Values
< 90 Days
> 15 in 30 Days

23. @launchonlineuk #brightonSEO
True
+
Proxy
Student enrolled
£5,000 value
Online Chat Enquiry
{???} value
Brochure Request
{????} value

24. @launchonlineuk #brightonSEO
Proxy
Student enrolled
{????} value
Online Chat Enquiry
{???} value
Brochure Request
{????} value

25. @launchonlineuk #brightonSEO

26. @launchonlineuk #brightonSEO

27. @launchonlineuk #brightonSEO
= £5000

28. @launchonlineuk #brightonSEO
£5000 x 25% = £1,250
Conversion Rate = 25%

29. @launchonlineuk #brightonSEO
£1250 x 50% = £625
Conversion Rate = 25%
Conversion Rate = 50%

30. @launchonlineuk #brightonSEO
£625 x 5% = £31.25
Conversion Rate = 25%
Conversion Rate = 50%
Conv Rate = 5%

31. @launchonlineuk #brightonSEO
£31.25
£625
£1,250
£5000

32. @launchonlineuk #brightonSEO
£31.25
£625
£1,250
£5000

33. Don’t make it up
@launchonlineuk #brightonSEO

34. Don’t do this
Brochure Download
Value: 5
Test Drive Booking:
Value: 50
@launchonlineuk #brightonSEO

35. Don’t do this
Brochure Download
Value: 5 x130 Conv
Test Drive Booking:
Value: 50 x1 Conv
@launchonlineuk #brightonSEO

36. Do this
Brochure Download
Value: 5
Test Drive Booking:
Value: 500
@launchonlineuk #brightonSEO

37. Do this
Brochure Download
Value: 3
Test Drive Booking:
Value: 340
Sale:
Value: 3400 (avg)
@launchonlineuk #brightonSEO
£

38. @launchonlineuk #brightonSEO
Important
1. Check Accuracy

39. @launchonlineuk #brightonSEO
Important
1. Check Accuracy
2. Import to Conv Column

40. @launchonlineuk #brightonSEO
Important
1. Check Accuracy
2. Import to Conv Column
3. Wait 3 Conv Cycles

41. @launchonlineuk #brightonSEO
Important
1. Check Accuracy
2. Import to Conv Column
3. Wait 3 Conv Cycles
4. Then Apply New Bid Strategy

42. @launchonlineuk #brightonSEO

43. @launchonlineuk #brightonSEO

44. Resources
Video on cLTV https:/
/www.youtube.com/watch?v=d_ITwKiruJE
VBB Guide - https:/
/www.launchonline.co.uk/hints-tips/
Decoding Decisions https:/
/bit.ly/3kTHBEB
Launch YouTube https:/
/bit.ly/3jLvWbD
@launchonlineuk #brightonSEO