A couple of weeks ago, we announced the Conversion Champion Challenge, a contest to help you get your ROI in shape for the summer using free AdWords conversion products. It’s not too late to enter and compete to win the grand prize – an AdWords voucher and a trip to Google! Whether you’re just getting started or actively working to get your conversion rate in shape, here are some best practices for getting the most out of two key conversion products: Conversion Optimizer and Search Funnel reports.
Tips for using Conversion Optimizer
- Save time by letting Conversion Optimizer manage your bids to reach your ROI goals (On average, campaigns that use Conversion Optimizer experience a 21% increase in conversions and a 14% decrease in cost-per-conversion )*.
- Choose to bid using the metric that you’re most comfortable with: Target Cost per Acquisition (CPA) or Max CPA.
- Set different CPA bids for each ad group if conversions in one are more valuable to you than they are in another.
- Let Conversion Optimizer run for a couple weeks to give it a chance to acclimate to your campaign’s performance.
- Test Conversion Optimizer on a single campaign if you’re not ready to make large scale changes to your account. If you ever choose to turn it off, you’ll be able to return to the Max CPC bids that you’d previously set.
- Learn more and check out success stories from advertisers who’ve used Conversion Optimizer.
Tips for using Search Funnel Reports
- Run Search Funnel Reports within your AdWords account to figure out which ads and keywords potential customers clicked on leading up to a conversion.
- Identify keywords that are driving conversions and ensure that you’re bidding competitively on them.
- Identify the keywords you're paying for but aren't leading to conversions and decrease your bids on them accordingly.
- Use the Time Lag and Path Length reports to understand how long (time and number of searches) it takes before conversions typically happen on your site. This can help you determine how long to run your campaigns.
- Learn more about Search Funnel Reports.
We can’t wait to hear about your experiences, so let us know how it goes by entering the Conversion Champion Challenge.
Posted by Miles Johnson, Inside AdWords crew
*This analysis compares the performance of Conversion Optimizer campaigns over the course of a year with a control set of campaigns and represents the average impact of Conversion Optimizer. The actual impact will vary from campaign to campaign.
