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Google Ads - Measurement Certification, Achieve your goals, Measure what…
Google Ads - Measurement Certification
ABILITY
Translate your marketing objectives into measurable actions
Set up tracking to effectively measure sales, app downloads/installs, and/or leads
Understand how to analyze and action on insights from your conversion tracking data
Choose the right attribution model for your business goals
Achive your goals
Measure what matters
Expand your strategy
Achieve your goals
Turn Business Objectives in to Marketing Goals
1. Determine your business goals
Business/ Marketing/ Media, and Campaigns Metrics
Treemap for making more money
2. Map your cusomer journey
Customer Journey: See - Think - Do - Care
What Business Objective? Profit, Revenue, or Volume?
3. Identify your marketing objectives
Awareness, Consideration, Purchase, or Loyalty?
4. Choose the right media to reach your objective
Offline channels vs Online channels
Focus on the message delivered in different sage of customer journey, not the channel
5. Focus on the metrics that matter most
Create objective-driven KPIs to measure performance
Video metrics: Engagement rates, Video views, Complete views, Cost-per-view, Completion rates
Search metrics: Click through rate, Conversion rate, Conversions, Cost-per-actions
Social media metrics: Engagement rates, Views, Reach, Frequency
Assign Value to What's Being Measured
Attribution and the customer journey
Rules-based attribution
Last interaction, First click, Position-based, Time decay, Linear, Data-driven
Data-driven attribution
Valueing media channels beyond attribution
Marketing Mix Model
Customer lifetime value
Cross channel attribution
Evaluate Results and Take Action
Marketing by the numbers
A Data-drive Table
Best practive
Optimization and automation
Media mix optimization
Channel optimization
Bidding
Creative
Targeting
Use Automation
Develop a test-and-learn culture
Measure what matters
Get Acquainted with Conversion Tracking
Why measure conversions?
Conversion tracking in Google Ads?
Conversion Columns(Conversions, Cost/ conv., Conv. rate, Conv. value/ cost, Conv. value/ click, Value / conv., Conv. value)
Conversion tracking differences in Google Ads and Google Analytics
Attribution
Date of transaction
Reporting freshness
Conversion Count differences
Set up Conversion Tracking to Meet Your Goals
1. Establish goals for tracking conversions
2. Set up actions for sale conversions
Conversion tracking for website
Conversion tracking for mobile app
Pick an attribution partner
Link your attribution provider to your Google Ads accouts
Set up tracking for your Android or iOS apps.
Link Google Play and Google Ads accounts
Set up tracking for Android in-app purchases
3. Set up actions for app installs
Link Firebase and Google Ads accounts
Firebase as an attribution provider
4. Set up actions for sales and lead generation
Import: For offline conversions
Phone calls: For Website call conversion
5. Set up sitewide tags
Sitewide tags
Auto-tagging/ GCLID/ NO iframe
GCLID
Sitewide tagging solutions
Google Ads conversion tracking
Google Tag Manager for Google Ads
Conversion Linker tag
Google Ads conversion tracking with Google Analytics
Google Analytics Imprted Goals/Transactions
CRM-reported offline conversions
6. Set up event tags
Page load & Clicks
Phone Snippet on Website
Analyze and Optimize with Conversion Data
1. Analyze data
View-through conversions (VTCs)
2. Understand data discrepancies
Google Ads conversions vs offline source sign-ups
Duplicate conversions
Attribution report
Attribution report data vs Campaigns report data
3. Explore more data discrepancies
Segmenting data by conversion action
Lower recent conversion volume vs past performance
Conversion delay
Other factors that influence conversion volume
Customer seasonality or competition
Changed to ads
Changes to attribution model
4. Optimize with the data
Improve your conversion rate
Use specific keywords for better conversino rates
Use the Search Terms report to reach the right audience
Use negatvie keyword to further refine audience traffic
Include prices in your ad to attract potential buyers
Refine your bidding
Optimize with Smart Bidding
Smart Bidding
Target ROAS Bidding
Maximize Conversions Bidding
Enhanced CPC (eCPC)
Target CPA Bidding
Expand your strategy
Get to know Google My Business
Key benefits of Google My Business
Share information
Manage multiple listings together
Engage with customers
Respond to reviews
Communicate with customers
Get calls and direction requests rom customers
Let customers make booking right from the listings
Get started with Google My Business
Manage multiple business listings easily
Leverage Google My Business to scale your business
Use with Google Ads Location extensions
Drive greater store traffic with a mobile campaign strategy
Optimize returns with an online-to-offline (O2O) strategy
Why They Love Google Marketing Platform
Analyics/ Analytics 360
Optimize/ Optimize 360
Tag Manager/ Tag Manager 360
Surveys/ Surveys 360
Data Studio
Display & Video 360
Search Ads 360