If you go back about 10 years, measuring the results of a Brand Campaign was one of the most headache-inducing topics for novice marketers. But today, no matter which platform you run a campaign on, the developers of each platform have designed a range of features to make life easier for users, serving as tools and guidance for adjusting and improving campaigns to boost performance, whether that means increasing sales or creating long-term sales opportunities for the brand, and much more.
For marketers who use Google Ads, many are likely familiar with running Conversion Lift to measure the conversions that actually occur, whether that be website visits or other actions. But for beginners, we believe many people may still feel confused about how this method works. So in this article, Relevant Audience will guide every novice marketer through what Conversion Lift is and how to do the initial setup on Google Ads. If you're ready, let's dive in.
What Is Conversion Lift?
Normally, most Ads Tools have a processing system that gathers various data as it happens and displays the results so that marketers can take those statistical figures and analyze them, then apply the insights to future marketing campaigns. This helps them run campaigns that reach the right target audience and make every baht spent worthwhile.
And one of the methods that helps make measurement more effective is what's known as "Lift Testing," or in other words, in-depth testing of advertising performance. Running a Conversion Lift is one such method that helps marketers plan and improve their strategy around the conversions a campaign will generate, whether that means measuring the percentage (%) of conversions received and comparing the results of each group to see the differences, and identifying which group has a data set more likely to drive sales. Just this alone helps the brand build better campaign strategies over the long term.
How Do You Get Started with Conversion Lift on Google Ads?
Normally, running a Conversion Lift on Google Ads combines several measurement strategies together, including:
In addition, there is a function that helps split the Audience into 2 groups:
- The Audience group that actually receives the advertising campaign (Control)
- The Audience group in the experimental group (Experiment)***
***For the Experiment group, users can set it as Random User or set it according to the desired Geography data.
Importantly, running a Conversion Lift on Google Ads can only be done with Video, Discovery, and App Campaign types.
How to Set Up Conversion Lift on Google Ads
It's time to try setting up a Conversion Lift on Google Ads. For anyone who has never done it before, we'll walk through it hand in hand together.
Step 1
Open Google Ads, and in the interface, click on Tools & Setting >> Measurement >> Lift Measurement, then click the "+" symbol
Step 2
The next step is to configure the various Lift Types, which you can select according to your needs. In this case, since we want to do a Conversion Lift, select Conversion Lift.
After that, select the Campaign for which you want the Conversion Lift results, and choose the start and end dates. Click Save, and just like that, you'll get results to use in planning your next campaign strategy.
Final Thoughts
If you've read this far and think that running a Conversion Lift alone will mean every campaign from now on will see sales skyrocket, let us tell you upfront that it may not always be that way. It's true that running a Conversion Lift is a good thing, and every marketer should make it a fundamental practice. But trust us, every piece of data always has its limitations. So from today on, try to think of it differently: we run Conversion Lift to obtain one more data set to use in improving campaigns, and it must be used alongside other data sets you have, whether that's data obtained from running other experiments, or looking at offline data such as products, services, and so on. Don't fixate solely on finding conversions, and we guarantee that every campaign from now on will clearly perform much better.
You can watch an additional video clip on setting up Conversion Lift on Google Ads here.
Google Ads Tutorials: Conversion Lift
Source: SEJ
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Relevant Audience is a company that provides Digital Performance Marketing Agency services, with the main goal of delivering digital marketing services that help businesses reach the target audiences who are looking for products or services at the right time, place, and device, through various online channels. Our services cover Search Marketing, Social Media Ads, Search Ads, and SEO (Search Engine Optimization), all the way to Influencer Marketing, and we are also part of the Google Partners program.
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