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E218: The Importance of Measuring Conversions in Google Ads Campaigns

by Sean Boyce

In this episode, Sean dives into the world of Google Ads and how to optimize campaigns for B2B SaaS landing pages. While impressions, clicks, and click-through rate are important, Sean explains that measuring conversions is the key to success. He shares how to set up conversions in Google Ads and emphasizes the importance of tracking the actions users take after clicking on an ad. By doing this, you can gain valuable data and insight to better understand ad performance and achieve the desired outcome of converting more users to paying customers.

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Key Points

  • Impressions, clicks, and click-through rate are common metrics in Google search ads.
  • The click-through rate is important, but conversions are the most crucial factor to measure.
  • Conversions refer to the actions users take after clicking on an ad, such as starting a trial or creating an account.
  • To measure conversions, you can set up events in the conversions section of your Google Ads campaign.
  • Google Ads provides code to be placed on your website for accurate measurement.
  • Tracking conversions allows you to understand how your ad is performing in terms of its desired outcome.
  • By connecting data and measuring conversions, you can create a better funnel and optimize your ad campaign.
  • “A better click through rate means that your budget is being managed more efficiently.”
  • “If you’ve designed and built your ad campaign, but it isn’t measuring conversions, then it’s a huge missed opportunity.”
  • “By going into your Google Ads campaign and looking for the section about conversions, you can create essentially an event to measure conversions.”