GOOGLE ADS
Don’t just buy clicks. Understand what they’re doing for you.
Google Ads can put your business in front of people right when they’re searching. The trick is knowing what a click is worth and what happens after it.
Clicks are only the beginning.
One of the first questions I ask is: what do you want someone to do after they click?
That could be a phone call, a form submission, a purchase or another meaningful action. Without that next step, it’s difficult to know whether an advertising campaign is actually working.
Maximize Clicks vs. Maximize ConversionsGoogle may encourage advertisers toward automated conversion bidding, but the right choice depends on whether you have reliable conversion data and what you’re trying to achieve.
Google Analytics mattersAnalytics helps you understand what people do after arriving at your website, so you can judge traffic quality rather than looking only at the number of clicks.
What is a conversion?
A conversion is a valuable action someone takes after seeing or clicking your ad. For one business it might be a completed contact form. For another it could be a phone call or a sale.
The important part is deciding what counts as a success before you start judging the campaign.