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).read more
Not everyone buys on their first visit to your site, and
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.read more
Bear in mind that the proportion of traffic
See below for traffic details from 2 very similar Bing Ads and Google Ads accounts (lead generation campaigns)
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?read more
Feel free to use this Google Sheet in any way you see fit.read more
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) :-)