Regain Control Of Google Ads Better Tracking, Clearer Proof Of ROI via @sejournal, @CallRail
News Source : Search Engine Journal
News Summary
- Google Ads has steadily automated more of the decisions advertisers once managed directly.
- Google now has more influence over which searches ads can match to, where ads appear, how budgets get allocated, and even which creative combinations users see.
- As Google Ads automates more decisions, advertisers must define success beyond platform metrics, tracking leads and sales through to actual business outcomes.
- Measurement deserves more attention as Google Ads becomes more automated.
- A conversion that looks successful in Google Ads may be far less valuable once you evaluate the actual business outcome.
Many Google Ads accounts have a conversion tracking problem that is disguised as a strategy problem. The ad account in this case has every action labeled as a conversion.
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