Getting your website ready for a Google Ads campaign

“You can't improve what you can't measure”

Those words were uttered by the famous Peter Drucker during the direct marketing days and well before digital marketing became omnipresent. However, his quote is perhaps now even more relevant (anyone try to measure the success of a leaflet drop campaign?).

Google Ads can be an invaluable Pay Per Click (PPC) tool to help your business generate more leads and sales and one of the reason for its ubiquitous presence is just how well it can work when you know what you’re doing.

However, the very reason that has made it so popular is also the same reason it has made it an incredibly competitive digital marketing channel and a very easy way to lose money if you can’t accurately track how well your PPC campaign is paying off.

 

Enter conversion tracking.

 

google ads overarching goals sub goals KPIs performance targets diagramConversion tracking is the section of Google Ads which allows you to create goals and events which basically tracks every possible conversion action on your website.

Ultimately you want to track not just the obvious conversion action such as a sale but also secondary call-to-actions such as enquiries, downloading a promo code, newsletter signups and others applicable to your business as many times, secondary/sub goals could, in fact, turn into your primary one(s).

  The benefits of having conversion tracking in place should be self-explanatory but here are a few to motivate you:

 

Get qualitative data

 

Conversion tracking allows you to deep-dive into your campaign data and get various insights which you could use for other marketing efforts. For example, once you know which keywords are driving leads and sales and which ones simply result in tire-kickers, you can use this valuable piece of information when formulating your SEO strategy.

As importantly, you can begin fine-tuning your campaign, lowering your bids or pausing nonperforming keywords altogether focusing as much as possible on the keywords likely to positively impact your bottom line.

Another example is getting to understand your audience and buying habits better. For example, by looking at your conversions on a device-level, you can get insights such as what device your customers use to buy from and then lowering your bids on devices that are least profitable.

 

google ads best and worst table

 

Sell more! Ultimately, the purpose of a Google Ads campaign for most small businesses is going to be sales (not brand awareness).

If you find that your Google Ads is working relatively well (think good Quality Scores, high click-through rates, low Cost Per Clicks) but it isn’t resulting in the expected ROI, there’s a good chance that your website or landing pages are the bottleneck.

By making improvements to the pages to which you’re directing your traffic, not only can you ultimately sell more but it would also have a positive long-term impact on all other digital marketing channels where you’re using the same landing pages.

 

Improve your marketing ROI

 

Whilst Google Ads is an incredibly effective source of lead-generation, your return from your ad spend will vary greatly depending on myriad factors such as how competitive your industry is, the quality and buyer-intent of your chosen keywords, how well your campaign is set up and much more.

By looking at your lead and sales acquisition costs on a channel basis, you can decide where your marketing budget is best spent and tweak your allocation accordingly.

Not only will it enable you to find out exactly how much you’re spending to acquire each customer through your Google Ads campaign but also help you make strategic decisions when deploying multiple marketing channels such as which one is more cost-effective and therefore to focus on more.

Hopefully, now that you’re convinced about the importance of conversion tracking here’s how to get started…..

 

Setting up Conversion Tracking

 

Ultimately, the Conversions view on your Google Ads should look like this, with multiple goals and events having been configured.

 

google ads conversion actions table

 

You’ll find an informative guide on how to set it up on Google Ads’s official resource but here’s an overview:

  1. Head over to the Conversions section of your Google Ads

 

google ads settings options

 

  1. You’ll be presented with a range of options for setting up conversions. Unless you’re selling a mobile app, you will want to select the other ones.

If you already have goals set up in Google Analytics then click on the Import option and you will be able to import your GA goals into Google Ads without having to set them up again

For new installs, select the Website option and you will be able to all configure conversion actions that apply.

 

google ads track conversions icons

 

The Phone Calls tracking is an incredibly important and useful feature which allows you to track conversions that originated via the phone. Whilst this may be less important for eCommerce websites, it is a good idea to have all of these in place.

Head over to this guide on the official Google Ads website for more on how to set up conversion tracking via phone calls

Here’s a simple guide on what to enter as values when defining each conversion:

 

google ads enter values conversions

 

If you’re using an eCommerce website powered by Shopify, WordPress WooCommerce or another popular shopping cart plugin, it is fairly easy to setup conversion tracking for your primary call-to-actions via Google Analytics.

 

Head over to the eCommerce section on the admin section of your GA profile and enable eCommerce tracking.

 

google ads enable ecommerce status setup

 

In most cases, you won’t need to do much else and once you import these goals into your Google Ads campaign, you can even see exactly which products you sold, their total value, how much spent to generate that sale and a host of other KPIs.

 

google ads campaign

 

TIP: Whilst you’re in GA, it’s a good idea to switch on eCommerce search tracking so you can also see what products your users are searching for.

For advanced marketers and eCommerce businesses, there are some other KPIs you may wish to track to get a more insightful view into your campaign performance and ROI:

 

  1. Conversion by traffic source: Where are your converting customers coming from? Once you combine this with the cost per acquisition of each sale, you can use this data to determine where you should be investing in driving traffic
  2. Conversion of new vs. returning visitors: Segment conversions of new visitors vs. returning visitors. Conversions for returning visitors are traditionally higher.
  3. Secondary conversion to first: By looking at conversions by each call-to-actions, you can determine how valuable secondary conversion actions are (e.g. what % of newsletter signups convert into a sale ultimately)
  4. Profit: What remains after you subtract the cost of running the store and all marketing expenses (don’t forget to take into account what you pay your eCommerce marketing agency)?

 

And, that sums up how to set up conversion tracking.

As always, if you need help at any stage or want to know how to setup Google Adss or conversion tracking for your own site, feel free to get in touch with Diffusion Digital and we’ll be happy to help.

 

 

Shopify’s New Features 2018

If you remember in back May this year, Shopify made some really exciting announcements at their annual developer and partner conference: Shopify Unite.

Keynote speakers presented us with a series of new features, automated functionalities and simplified tools that have been built in order to improve business management for existing merchants and to offer an array of new opportunities for global expansion. Shopify also wants to welcome more merchants into joining their ecosystem and taking advantage of these new products and services.

This fits in with Shopify’s vision for an inclusive international commerce ecosystem, which should be “in the hands of the many, not the few” (Harley Finkelstein, Shopify COO).

On that note… let’s recap on what we thought were the most impressive new features announced at the conference.

 

1. Internationalisation

 

Multi-currencies

(Shopify Plus merchants)

Let’s start with our favourite announcement.

multinational multicurrency multilanguage shopify unite featuresWhat we are most excited about is the long-awaited multi-currency feature, which allows merchants to sell in multiple currencies. At the moment, the feature enables online transactions in 9 currencies: AUD, EUR, JPY, SGD, USD, CAD, HKD, NZD and GBP.

This is a huge deal for Shopify users – as this is paving the way to a more globalised online selling environment, including non-English speakers.

So, thanks to this fantastic new feature, now Shopify merchants can expand their reach and build international consumer relationships, resulting in maximised sales and higher revenue.

 

Local Payments

(Shopify Payments)

Shopify has introduced a degree of optionality to consumers by implementing Local Payments, which allows the consumer to use whichever payment method is preferred in their country of purchase, eroding conversion rates at checkout.

For example, consumers in Germany pay through SOFORT, whereas in China, consumers pay through WeChatPay and Alipay.

This makes the purchase process more seamless for consumers, builds a trusting relationship with the consumer and reduces friction, therefore improving the overall user experience.

 

Multi-languages

Also contributing to Shopify’s new focus on diversity is the multi-language function, which allows merchant’s to set their admin dashboard to any of the following languages:

  • Japanese
  • French
  • Brazilian Portuguese
  • Italian
  • Spanish
  • German

 

These new features are proving Shopify to be moving in a direction that is more internationally-minded and culturally aware.

 

2. Business Management

 

Locations

(Shopify Plus merchants) 

Shopify Locations will improve many aspects of business management for merchants, as they will have the ability to monitor and update their inventory across multiple locations from one centralized management system, increasing the speed at which they sell.

Having the ability to track incoming orders, fulfillment, refunds etc in a common area will allow merchants to operate more efficiently and reallocate the time that they previously spent manually updating inventories in different locations on other aspects of their business.

In a nutshell, Locations will simplify the selling process for Shopify merchants.

To be the first to hear when Locations is available, sign up here!

 

Fraud Protect

(Shopify Payments)

Fraud Protect is a new feature that automatically assesses the risk on a new order and acts to ensure protection and prevent fraud.

Due to its automated nature, merchants will no longer have to physically review the risk on every single order and therefore can spend more time working towards being more efficient and meeting other business goals.

This also provides a degree of confidence when moving into new markets.

 

Click here to find out more about Diffusion's Shopify offering!

 

 

Connectors for Shopify Flow

(Shopify Plus merchants)

Hence the name, this feature connects your existing business apps and tools to create a workflow, which automates everyday tasks that merchants currently carry out manually.

The workflow begins with a trigger, which can be set to an app or an shopify flow connectors diagram loyalty lion klaviyoincident. In the diagram, the trigger is app LoyaltyLion.

The merchant can set conditions that decide whether or not an automated action should take place. If the trigger meets these conditions (in this instance, the condition is that the customer has accepted marketing in Shopify), then an action (a task in an app or in-store) will take place.

The action in this example is that Klaviyo app is activated and automatically sends an email.

This is a really exciting step towards automating two completely unrelated apps to work together.

If you already use Shopify Flow, to apply for early access to Connectors for Shopify Flow, sign up here!

 

3. Selling Made Simple

 

Dynamic Checkout

Not only will selling be made easier for the seller, but also for the consumer. Dynamic Checkout features a button either beside or below the ‘Add to Cart’ button, which will either allow the customer to pay with Apple Pay, PayPal etc in one click, depending on their historic preference.

This should encourage consumers to purchase products more instantaneously, and therefore increase sales and revenue for merchants.

 

Shopify POS

Also contributing to seamless selling are Shopify’s Point of Sale features.

These include a Tap and Chip reader for Apple and Google Pay, allowing merchants to run their business from any device. Additionally, a tipping feature gives customers the ability to reward merchants for their good service. And finally, POS offers a returns and exchanges functionality which customers can take advantage of, whether they purchased in-store or online.

So to summarise, Shopify POS improves user experience and seeks to maximise sales and revenue.

 

BOGO & Other Discounts

Buy One Get One and other discounts offer automated promotions and improve the checkout experience. Merchants can create incentives for customers to add value to their purchases, and reward them for doing so with this functionality.

This feature allows merchants to experiment with different discounts and incentives to boost the average order value and increase customer loyalty.

 

4. Additional Features

 

App Store

Shopify’s new snazzy app store will have a totally new design. Not only is it visually attractive, but it will also offer personalized recommendations to merchants based on their store requirements.

This new and improved platform will increase visibility to a range of useful apps, and has been described as “Netflix for commerce apps”.

 

Expert Services Marketplace

This new functionality runs in the Shopify admin, and allows merchants to browse through experts who can help them with specific issues they have. This increased accessibility to support and information will increase overall efficiency for merchants.

 

shopify unite logo colour

 

 

So there you have it. Just a few of the many exciting new apps and features – some of which we are still waiting to see come to life.

It’s evident that Shopify is taking us in a new direction of interconnectedness, inclusiveness and increased efficiency, all of which are shaping the future of online retail selling.