Display campaigns don’t usually convert directly very well, and it can be hard to justify spending a lot of money on getting impressions and clicks without getting any direct conversions.

But now that you can pay only for conversions on Display campaigns it at least gives you the opportunity to get your brand out there and get lots of people through to your website while they are staying at home all day!
It is unlikely that Google will give you free traffic forever, but now is a good time to take advantage of this while it lasts.

But whatever you do, make sure that you only count conversions you are *really* sure are worth having (I’ve seen some horror stories where people have paid huge amounts for ‘conversions’ that were not really worth much).

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Thanks to David Burleigh from Fishing Tackle & Bait in Enniskillen for the kind comments on the PPC Testimonials page.

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Not everyone buys on their first visit to your site, and covnerison data doesn’t show instantly. So, if you look at very recent date ranges, your conversion data will look worse than it will do for the same date range further down the line.

Here’s one example of how much the conversion went up by when given enough time for all the conversion data to come in.

This will vary depending on how far in the past you are looking at conversions, your conversion window and your conversion path length.

But as a rough guide, if you are looking at ‘last week’, conversion value is probably at least 5% lower than it will look once you have waited for all the conversion data to come in.

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Bear in mind that the proportion of traffic form different device types can be vastly different on Bing V Google. How many people have you seen using Bing on their smartphone recently?

See below for traffic details from 2 very similar Bing Ads and Google Ads accounts (lead generation campaigns) ….

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See the above screenshot from Gmail.

HMRC should know for a fact that my Self Assessment has been submitted already.

This would be the perfect use for Google Ads Customer (Audience) Lists.

They could have a ‘These emails have submitted a valid return already’ audience in Google ads to avoid showing irrelevant ads to people.

Though I’m not sure how long it would take to sync approx 10 million email addresses?

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Feel free to use this Google Sheet in any way you see fit.

https://docs.google.com/spreadsheets/d/1pwTTFH714InYersKDjScTmAaCv-GdXq4bFkJ6Md9S_4/edit?usp=sharing

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You can see below at a glance how Google make so much money. Imagine how much money big agencies are spending through their accounts!

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I’m disappointed with getting only 85% for sure; but in my defence, I didn’t spend any time looking up answers I wasn’t 100% sure about, and a lot of the questions were very ambiguous / badly worded.

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Bit of a shame there was one very ambiguous question and one theoretical question I couldn’t be bothered to look up.

I have now, and I’ll remember the next time – when competing on the Display Network, CPC bids are effectively converted to CPM (and not the other way round) :-)

 

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Have to get used to saying “Google Ads” instead of “AdWords”…

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