One of the most exciting things that marketers heard about during an announcement made by Google last month during Google Marketing Live was the the ability to set conversion actions at the campaign level.
On June 6, Google said that campaign-level conversion action settings are now available for search and display campaigns. They’ll be supported for video campaigns later this year.
Previously, conversion action settings applied to an entire account. Even though you were able to segment by conversion type at the campaign level, all counted conversions were totaled up in the “Conversions” column. You weren’t able to choose what conversion to optimize against (either Smart Bidding or doing it manually) at the campaign level. This means that companies had to set up separate accounts in order to apply budges and optimize campaigns to separate conversion goals.
Now, you can choose which conversion actions to include in the “Conversions” column at the campaign level. This will allow you to analyze performance and optimize campaigns based on the most relevant conversion action types.
The “All conversions” column will still show all the conversions actions you have selected for inclusion at the account level.
There might be several times where you may have campaigns that you want to be able to optimize for more than one conversion action. The new conversion action sets feature allows you to bucket conversion actions and apply them across campaigns for reporting in the Conversion column.
You can find a new Conversion Action Sets tab in the Conversion section under Tools in your accounts.
By using Smart Bidding in those campaigns, the strategies will optimize for the conversions in the entire set.
Google says, “This feature should be used when your campaigns are aiming to capture different conversion types. If you have proper values setup for different conversion types that are valuable to your business across all campaigns in your account, you should simply use Target ROAS.”
This can even solve the need to set up multiple accounts to manage separate marketing budges.
According Google, they gave this situation: “For example, suppose you’re a hotel group with separate marketing budgets for the different chains of hotels, and different campaigns targeting online bookings for separate chains. Now you can simply choose the corresponding conversion action(s) for each chain and ensure their budgets are delivering the valuable actions they were intended to drive.”