Google Ads – Primary and Secondary
A critical part of campaign optimisation is ensuring that the platform algorithms are optimised for the right business objectives. Google seems to love to add or change features and terminology in Google Ads – especially in the conversions section. Sometimes we can see new conversion goals at we are pretty sure we didn’t create.
With the migration to GA4 it’s a good time to do an audit on your Google Ads campaigns and ensure that GA4 is connect and the right events have been setup and marked as conversions in GA4 and then imported into Google Ads Conversions.
SUPER IMPORTANT!
You only want your Google Ads to be optimising to the goals that count and not low engagement goals which can waste budget.
This primary conversion action is crucial for optimising your bidding strategy and campaign performance. The primary action’s data is reported in the ‘Conversions’ column and is used for bidding in all campaigns that share this goal.
Secondary goals are additional actions that users can take on your website, but they are not the main focus of your campaign. These secondary conversion actions are used for observation purposes only.
Having the wrong goals as primary – can reduce campaign performance.
Google Ads – PMAX mobile app wastage
IMO – Google loves to test and learn on client’s money – or in other words waste clients’ money. At PayPerClick we are constantly pushing to reduce waste in client campaigns. One area that we have been jumping up and down on our soapbox about is the ongoing waste on mobile apps.
App clicks are too often non-intentional clicks and taps – ads popping up at inappropriate times during games. Or what we call the “Peppa Pig Syndrome” when little Johnny is playing with his parent’s phone or iPad and clicks on ads over and over not knowing how to get rid of them.
Mobile Apps are the scourge of digital wastage – and can only now be turned off by going to Tools and Settings, Content Suitability / Excluded Placements / App Categories – and then manually selecting 140 App type clicks. Yes, that is 140 manual clicks per account. Thanks for that Google.
Well, if you got this far in the newsletter – bravo to you for staying awake!
Go forth and conquer the digital landscape – until next time.