Last month, Google Marketing Live announced that marketers would have the ability to set “campaign level conversion action settings are now available for search and display campaigns”.
From a marketer’s standpoint, this as a big deal because until now, conversion action settings were applied to an entire account. Even though conversion types could be segmented at the campaign level, all counted conversions ended up being totalled in the conversion column. Optimisation of conversion actions, whether manually or with Smart Bidding was not available at the campaign level. This meant that in order to apply budgets and optimise campaigns to separate conversion goals, many companies had to set up separate accounts.
Now you can decide at the campaign level as to which conversion actions to include in the ‘Conversions’ column. You now have the ability to optimise campaigns based on the most appropriate conversion action types after analysing their performance.
All the conversions actions selected by you for inclusion at the account level will still show in the ‘All conversions’ column.
Conversion action sets is a new feature that buckets conversion actions and lets you apply them across campaigns for reporting in the ‘Conversions’ column. This is great when you want to optimise campaigns for multiple conversion actions.
The ‘Conversion Action Sets’ tab can be found in your accounts under ‘Tools’ in the ‘Conversions’ section.
These strategies will optimise the conversions in the whole set if your campaign has employed Smart Bidding.
“This feature should be used when your campaigns are aiming to capture different conversion types. If you have proper values setup for different conversion types that are valuable to your business across all campaigns in your account, you should simply use Target ROAS,” says Google.
This also addresses the necessity of having different accounts for managing multiple marketing budgets separately. “For example, suppose you’re a hotel group with separate marketing budgets for a different chain of hotels, and different campaigns targeting online bookings for separate chains. Now you can simply choose the corresponding conversion action(s) for each chain and ensure their budgets are delivering the valuable actions they were intended to drive,” Google explained.