How to get better leads and conversions with Google’s AI


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If you’re looking for a way to modernize your PPC optimization, you’ve come across Value-Based Bidding (VBB). The technology focuses on teaching AI systems the most valuable types of conversions at Google and Microsoft. Together with ad formats such as automated bidding and responsive search ads (RSA), ad platforms can prioritize getting more and best conversions and significantly improve the results of your ad budget.

VBB can make successful advertisers better, and can also be a solution for advertisers who have tried PPC and failed because of poor lead quality or dissatisfied with the quality of conversions when buyers are earning too much.

In this article, you will learn how to deploy VBB for three types of advertisers: pure e-commerce, hybrid retail, and prospects.

Principle of VBB

The concept of value-based bidding is that automated bidding should be based on the value added to your business through clicks and conversions. This is not much different from the concept of general bid management. However, this is achieved by teaching machines the true value of conversion rather than manipulating goals such as CPC or tROAS or tCPA to achieve this goal.

What makes VBB so important for the 2022 PPC is that automation is now the standard way new campaigns operate, and giving automation a bad or incomplete goal runs the risk of creating a vicious cycle that leads to poor results for that campaign.

One problematic scenario is when an advertiser gives the ad engine an incomplete picture of what the goal is. Are the conversions they report to Google really what the company’s CFO is interested in, or are they just intermediate goals that are easier to set?

It’s similar to the problems you might face with people. When you hire someone for your PPC team, you can only expect them to deliver great results when you tell them what the results you want them to be. If you tell new team members to get as many leads as possible on your landing page, don’t be surprised if those leads aren’t from the most reputable sources.

On the other hand, if you tell your co-workers that leads from your landing page go to your sales team and you expect those leads to be well-qualified, you’re more likely to change your lead generation method and improve quality. . If you say you judge based on the volume of leads as well as how many paying customers you convert, the results will be much better.

The same goes for machine learning. Only when you teach what you really pursue will the machine do a great job!

Now let’s take a look at how to teach the machine what a conversion really is and what types of conversions you want to get more of.

Optimize your PPC with better conversion data

There are two levels of sophistication when it comes to teaching machines the value of conversion. Let’s start with a more sophisticated and precise method. For every click or order, it tells the machine what happened several weeks after the original conversion event.

For potential advertisers:

The most sophisticated way to add value to an ad engine relies on Offline Conversion Import (OCI), a method that captures the gclid or msclkid, passes it through CRM and then feeds it back to the ad engine within 90 days as follows: The value of ‘conversion’ becomes clearer.

Google recently introduced Improved conversions for leadsIt has many of the same benefits, but is a simpler method that doesn’t require you to store the click ID on your own system.

Retailers:

Ecommerce advertisers do not need to fetch the click ID from the engine, but can instead send a unique order ID with the conversion. Once the true value of a sale becomes clear, advertisers have 55 days to re-display the value in the ad engine. Find Conversion Value Adjustment to see how it works.

If you do not implement any of the following three ways Above, probably not because you weren’t aware of it, but rather because of technical limitations that made it difficult to implement within your team. Now let’s take a look at a new and simpler alternative to optimizing PPC with conversion data.

These are called conversion value rules and can tell Google how to evaluate different conversions based on common attributes such as location, device, or audience. It’s not quite as accurate as the other methods, but it’s a much easier way to teach the machine to be able to prioritize the types of transformations that are more important to the user.

Questions to help determine the true value of a transition

With conversion value rules, advertisers create rules to adjust conversion value based on attributes such as location, device, and audience.

When setting up conversion value rules, advertisers should focus on conversion factors that Google cannot observe, such as lifetime value, average transaction size, conversion rate leading to sales, and returns. Google is in a different location, but what they may not know is what happens to conversions in other locations after they start engaging your business.

Let’s look at some example questions to guide you through our initial set of conversion value rules.

Conversion Value Rule Questions for Lead Advertisers:

  • If you are generating leads for HVAC installers, do prospects in a specific zip code own larger homes and pay more for generic installations?
  • When generating leads for education, do prospects in cities close to campus tend to stay with the program longer?
  • If you generate leads for plastic surgery, do prospects who read articles about rhinoplasty tend to become repeat customers and have a higher lifetime value?

Conversion Value Rule Questions for Pure Ecommerce Advertisers:

  • If I make a rush purchase on my mobile device, will more items be returned for a refund?
  • Do people reading blogs with runner tips tend to repurchase your brand’s running shoes more often?
  • Does buying from people engaging on social media platforms tend to lead to greater brand influence when they share their image of a purchase with friends?

Additional Conversion Value Rule Questions for Hybrid Retailers:

Hybrid retailers can ask the same questions as pure ecommerce retailers, but with these additional questions they can further refine their conversion value rules.

  • Are California customers more valuable because California is the only state with physical stores?
  • Are customers who share an email address when shopping in your store worth more because fewer returns are made?

Now that you know what types of questions to ask to get an idea of ​​what conversion signals Google can’t detect on its own, it’s time to create rules for the segments of your traffic that matter most.

Segments to be scored against conversion value rules

The sample questions above will give you some idea of ​​the conversion value rules you’re going to create, but you’ll quickly find it hard to decide where or who to answer these questions. A good PPC management tool is right here. opt maize can help

New tools in Optmyzr Conversion Value Rule Optimization You start by asking advertisers to rank the highest-volume locations and other segments detected for their site, with typical values ​​for each.

This tool also helps you solve the problem of determining the appropriate value for each rule. It helps with questions like: If customers in California are worth more than average, how much more exactly are they worth? The good news is that VBB works even if the answers aren’t exact. Creating a conversion value rule that states that conversions in California are worth slightly more than usual will help steer AI automation in the engine in the right direction. All else being equal, it’s like saying you should try to get more conversions in California.

To make this scoring process easier, Optmyzr asks advertisers to rank all segments on a scale of 1 to 5. The advantage of “don’t let the perfect interfere with the good” is that this type of optimization works well as an iterative process rather than seeking immediate perfection.

Optmyzr value rules scorer in optmyzr
Evaluate which attributes are better or worse than average conversions to help build your conversion value rule.
Screenshots from Optmyzr.com.

After ranking about 30 segments, the tool will have enough data to generate an initial batch of conversion value rules that will teach Google’s AI how to get better conversions for the company.

Determining the Right Conversion Value Rule

After thinking about the relative value of the various transformations for your business, the next step is to turn these insights into rules. A conversion value rule can be for a single attribute, such as location, or a combination of segments, such as location + audience or location + device.

These combinations can be complex to figure out and maintenance-intensive, but Optmyzr’s tools can also help with this. We use the wisdom of the crowd principle to come up with a reasonable set of conversion value rules using your and your team’s scores. For example, advertisers who value conversions that originate in California highly and see more value in mobile conversions may see a +20% value adjustment for that combination.

When Google sets up conversion value rules like this, smart bidding strategies like Maximize Conversion Value with Selective tROAS can work to find more high-quality conversions.

conclusion

In modern PPC, where bids, ads, and more are automated, advertisers can still gain an edge over their competitors. This requires taking real and tried principles such as robust bid management and learning new ways to optimize these measures. Value-based bidding is a modern way to improve bidding. And thanks to innovations from Google and Optmyzr that make optimizing conversion value rules easier than ever before, better performing campaigns are now readily available to all advertisers. If you are interested, you can Try Optmyzr free for two weeks..


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About the author

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Optmyzr’s PPC management platform provides intelligent optimization suggestions to help advertisers worldwide better manage their online advertising. Optmyzr connects with Google Ads, Microsoft Ads, Amazon Ads, Facebook Ads, Google Analytics, Google Merchant Center, Google Sheets and SA360. The company was founded by former Google AdWords executives. The Optmyzr PPC suite includes over 30 tools for improving your Quality Score, managing manual and automated bids, finding new keywords, A/B testing ads, building new campaigns, managing placements, automating budgets and automating reports. Optmyzr was named Best PPC Management Software at the 2020 US, UK and Global Search Awards.

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