Unlock Deeper Insights: Go Beyond the Final Sale in Google Ads
Are your Google Ads campaigns just focused on the final sale? If so, you might be leaving valuable insights—and performance—on the table.
I was looking at Navah Hopkins’ recent take on micro-conversions, and it really highlights a key area many advertisers overlook.
What Are Micro-Conversions?
Think smaller actions: watching a product video, downloading a guide, maybe adding something to the cart but not checking out. Hopkins correctly points out these aren’t the main goal, the big sale (that’s the macro-conversion).
Why Tracking Them Matters
But tracking them is super smart. Why? Because Google Ads algorithms thrive on data. As Hopkins explains, feeding these smaller signals helps the system understand user intent much better, especially for products or services with longer buying cycles. It gives the machine more ‘wins’ to learn from, even when actual purchases are infrequent.
Smart Implementation: Hopkins’ Practical Advice
My take? Hopkins nails the practical advice: don’t treat these micro-steps as equal to a sale. Set them up as ‘secondary’ conversions in Google Ads, perhaps assign them a small value if it makes sense. This guides the bidding without distracting it from the ultimate prize.
The Balancing Act: Inform, Don’t Confuse
It’s a balancing act, as Hopkins cautions – use them to inform, not to confuse the algorithm about your primary business objectives. Get this wrong, and you could optimize for clicks that don’t convert later. But get it right…? This strategy could seriously help campaigns struggling with low conversion volume find their footing and learn faster.
Get the Full Scoop
Want the full scoop directly from the source? You should definitely learn what marketers need to know about micro-conversions in Google Ads.