Google Ads is a platform that provides businesses with the opportunity to purchase paid advertisements that will show up in relevant search results. Along with the Google Ads platform, you can also purchase advertisements through Google that will appear directly on other websites via Google’s AdSense program. Contents hide 1 What are Google Ads? 2 […]
Aug 22, 2022 | 10 min. read
Google Ads is a platform that provides businesses with the opportunity to purchase paid advertisements that will show up in relevant search results. Along with the Google Ads platform, you can also purchase advertisements through Google that will appear directly on other websites via Google’s AdSense program.
Keep in mind that the Google ads you purchase can show up at the top of the search results page or at the bottom of the same page. They will be clearly marked with an “Ad” indicator. One reason why advertising your business or brand on Google is highly effective is because of the ability companies have to place their ads in front of their target audience. Ads will only be shown in relevant search results, which means that anyone who sees these ads will already be interested in the products or services they’re advertising.
If you use the Google Display Network for your Google ads, you’ll have the opportunity to create ads in video, text, or image form. Once you’ve purchased ads, it becomes important to track the ad performance, which can be done with conversion tracking tools. Conversion tracking involves tracking the number of users who clicked on an ad and how many of these users end up making a purchase or creating a membership.
If you find that your conversion rates are low but your bounce rates are high, this indicates that users are leaving immediately after reaching your website, which means that your landing page likely has a poor design. Tracking conversion rates with Google Ads is highly recommended if you want to gain insight into how potential customers view your business and if they are purchasing products at a high rate. The Google Ads conversion tracking setup in Shopify can be done in four steps, which are as follows:
The following tells you everything you need to know about tracking conversion in Shopify and why it’s important.
As mentioned previously, Google Ads is considered to be a paid advertising platform. If you purchase ads on this platform, you’ll be tasked with paying whenever someone clicks on the ad in question. Before delving further into Google Ads, you should understand what search and display ads are.
Search ads are a form of pay-per-click advertising that allows ads to be displayed directly above or below search engine results in the event that a user enters a relevant keyword. In comparison, display ads will appear on larger targeting parameters, which means that they won’t only be displayed in a single location in relevant search results. These ads can also be shown on websites that are part of the Google Display Network and can even pop up on social media platforms.
Google Ads has proven to be a highly effective platform for businesses that want to bring more traffic to their websites. Since the only people who click on these ads are ones who would have at least some interest in your product or brand, the traffic that reaches your website from Google Ads is qualified and high-quality traffic. Along with increasing site traffic, you should also notice an increase with in-store visits as well as more phone calls.
Google Ads makes it easy for site owners to create well-designed ads that will reach a target audience. The ads you place on Google can also appear on other Google-related channels, which include YouTube and the Google Display Network. As you continue using the Google Ads platform, you’ll be given tools and reports to help you analyze your ads and how they’ve performed. To understand how effective Google Ads can be, keep in mind that:
There are many reasons why it’s important to track your conversions, the primary of which is that you’ll be able to more organically identify how to use your ad spend. The results you receive from tracking conversions should help you determine which areas need improvement with your current focus. By tracking conversions, you can:
More than five billion search queries occur on a daily basis, which is why it’s essential that you measure performance to determine if your money is being spent wisely. Keep in mind that Google Ads has existed for almost 20 years, which ensures that it has authority when it comes to paid advertising.
It’s also important that you track Google Ads conversions since your competition will likely be doing so as well. If you want to remain ahead of the competition, making business decisions based on measurable data is essential.
It’s possible to track conversions in Shopify with the tracking tool that Google offers. With this tool, it’s possible to measure how well your Google ads are performing. The four-step process involves:
The first step in tracking conversions involves creating a conversion action within the Google Ads tool. It’s important to understand that the conversions you choose to track can differ depending on what your business goals are. Examples of measurable conversions include form submissions, purchases, and sign-ups. The process for creating a conversion action is as follows:
The quickest way to create a conversion action is to track a specific page load as a conversion, which will be shown to you as an option when you click the “Scan” button. Customers don’t always reach a conversion in a straight path. These individuals can click on several ads before landing on yours. With attribution models, it becomes possible to allot credit for every type of ad interaction, which means that you can assign worth to each interaction. When you want to optimize the effectiveness of your ads, you can use attribution models like:
Once the conversion action has been made, you’ll be tasked with installing a global site tag, which must be placed in the code for your Shopify theme. You can accomplish this goal by:
<!-- Global site tag (gtag.js) - Google Ads: CONVERSION_ID -->
<script async src="https://www.googletagmanager.com/gtag/js?id=AW-CONVERSION_ID"></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('js', new Date());
gtag('config','AW-CONVERSION_ID');
</script>
Now that global site tag has been installed in your website, you must add your event snippet to the checkout page. This snippet will track conversions when a user clicks an ad and eventually enters your store’s checkout page. To install the event snippet, make sure that you:
You can see what the event snippet should look like at this event snippet guide.
<!-- Event snippet for Example conversion page -->
<script>
gtag('event', 'conversion', {'send_to': 'AW-CONVERSION_ID/CONVERSION_LABEL',
'value': 1.0,
'currency': 'USD'
});
</script>
The fourth and final step involves making the conversion value dynamic. In the event that the conversion action you wish to track involves purchases that occur through your online storefront, each conversion value will be different based on the price of each item and what the ad is marketing. If you want to track different values for every conversion, the event snippet must be edited. The steps needed to make an event snipped dynamic include:
Google Ads conversion tracking gives you the opportunity to identify the percentage of users who click on your search/display ads before eventually making a purchase or signing up for a newsletter. If you have a Shopify website and online storefront, tracking conversions can be done in four simple steps, which are detailed above.
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