Optimize Smart Bidding with Conversion Tracking

Google’s new Smart Bidding strategy for maximum conversions has been an incredible addition to our advertising toolbox, but it hasn’t been simple. It’s taken a significant amount of testing to figure out the best way to leverage the new machine learning for our clients, and a major part of that is how we tackle conversion tracking.

The Variables We Are Tracking

As we’ve transitioned to a maximize conversions Smart Bidding strategy, we’ve taken a hard look at the primary conversions we’re tracking within an advertising account. Tracking too many “soft” conversions such as VDP views (new vehicle sales) or time on site thresholds will lead to maximizing the incorrect conversions for your business. Tracking too few primary conversions will lead to less than ideal performance from Google’s algorithm perspective. We set out to track the “just right” amount of conversions within an advertising account. Today, that looks like the following: 

• Calls from Ads: calls from call extensions that are present within search ads. Users may call the number, either from a mobile device where they performed the search, or from a mobile phone or landline if their search originated from a desktop or laptop. 
• Form Submissions: successful form submissions that have taken place on your website.
• Website Chats: chat submissions where a user has keyed in contact information and engaged with a representative at your business.
• Website Phone Calls: phone calls that come in from a user who’s called your sales or service number on your website. An important note here is that we aren’t just tracking mobile click-to-calls, but all calls, desktop and mobile alike. We’re able to track desktop calls with the help of our sister company Foureyes’ premium tracking technology that associates a website visitor with a unique call tracking number. 
• Store Visits: if eligible, we track store visits. A store visit occurs when a users who’s previously interacted with an advertisement makes it into your physical location.
• Lead Form & Message Extension Submissions: if you’re utilizing one of Google’s lead form or message extension offerings, successful submissions are tracked and recorded within the advertising account.

What We Do With the Data

All of these conversions are either tracked natively within an advertising account or sent back into Google via a daily offline import. Our offline imported conversions are tracked down to the individual keyword that a user searched, giving Google the maximum amount of conversion data to optimize for ideal performance. 

In a maximize conversions strategy, Google’s algorithms are trying to get as many conversions as possible within the set budget, geo-targeting, and keyword selection. By tracking only quality conversions within our advertising accounts, we’re never subject to Google inadvertently optimizing toward a conversion that won’t drive leads, such as time-on-site conversions. Instead, we’re providing Google with conversion data that drive leads, and in turn, sales, for your organization.

Need Help Getting Started?

Optimize your potential for Smart Bidding success with a partner who can seamlessly track the conversion data that your business needs. Reach out for a free digital analysis to learn how Smart Bidding + Adpearance can boost your digital advertising efforts by 37%.