Google shares AdWords tool best practices for marketers

Faith Ocampo Published on June 23, 2015

smiling-businessman-with-tablet-on-GOogle-Adwords
The simultaneous proliferation of multiple devices, from smartphones to tablets and desktops, has been influencing consumer behavior. In the marketing field, the whole conversion process possibly doesn t happen in only one device. For instance, customers may browse through item catalogs on their mobile phones and make a purchase later using their tablets. Common conversion monitoring tools might overlook this and miss the actual conversion rates for a particular business.

google-Adwords-screenshot

To account for the rapidly changing consumer behavior, Google’s AdWords tool has been delivering cross-device reporting to marketers. This allows monitoring and detection of conversions across multiple devices for a more accurate reflection of this measure. Using cross-device data, marketers can better understand consumer behavior across different channels. This will allow them to strengthen their digital marketing strategies.

AdWords recently reported benchmarks and best practices, as significant increases were seen in conversions that included cross-device data during the marketing stage. Last week, Google released their best practices checklist for multi-device conversions, the contents of which are described below.

1. Monitoring all possible conversions

Capturing all possible conversions is a key to maximize not only your AdWords campaign but also your entire marketing effort. This involves looking at longer conversion windows, as multi-device users typically take a longer time to convert. These are the type of users who maximize information before actually taking an action. Also, you should consider cross-account conversions and those that take place in mobile apps.

2. Understanding cross-device conversions

A tip when assessing cross-device conversion through the Adwords tool is to use the Est. cross-device conv. column in reports at the campaign level. Google has avoided redundancies in counting, with conversions happening across devices separated from regular AdWords conversions.

As a digital marketer, it’s also important to take note of the difference between performance uplifts in mobile devices versus desktop computers. This will help you form an AdWords campaign strategy accordingly.

3. Adjusting bids according to users cross-device behavior

Managing cross-device conversions also means making adjustments on bids across devices. A good tip is to change your bids according to your desktop uplift and also adjust mobile bids based on the performance differences between the two. This ensures that the differences in performance are reflected in your bids.

Monitoring and evaluating cross-device conversions is becoming relevant today more than ever, as customers go online using multiple channels and devices. This optimizes digital marketing strategies by understanding the unique potential of individual tech gadgets while gaining insight on consumer behavior.

 

Faith is a digital media enthusiast aiming to become an active part of the tech world by sharing her insights. She likes to blog about everything digimarketing, technology, and social media.
Join us on facebook
Open Access BPO 7 hours ago
#CallCenters need to build a consistent and memorable #CustomerExperience covering all channels, both digital and non-digital.

You need a high-performing #multichannel team that can successfully implement your #CustomerService strategy.

Here's how: https://buff.ly/43WMwe9

----------
Let us create the multichannel program and team for your brand: https://buff.ly/442IjFI

#WeSpeakYourLanguage
Open Access BPO Yesterday
Logistics, technical issues, and human error can impact #CustomerExperience.

𝗧𝗶𝗺𝗲 𝘁𝗼 𝗮𝗱𝗱𝗿𝗲𝘀𝘀 𝘀𝘂𝗰𝗵 𝗽𝗿𝗼𝗯𝗹𝗲𝗺𝘀 𝗶𝗺𝗺𝗲𝗱𝗶𝗮𝘁𝗲𝗹𝘆 𝘂𝘀𝗶𝗻𝗴 𝘁𝗵𝗲𝘀𝗲 𝟰 𝗯𝗮𝘀𝗶𝗰 𝘀𝘁𝗲𝗽𝘀.

----------
Make a difference in your customers' lives.
We'll take the lead: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#CX #CustomerSupport #CustomerRetention
Open Access BPO Yesterday
Even if you've set your brand to constantly delight your customers, there are times when you have to say no to their requests.

Master the art of saying "no" with compassion.!

Here are 5 tips for letting down your customers gently without ruining their entire #BrandExperience: https://www.openaccessbpo.com/blog/customer-service-tip-5-tactics-saying-no-compassion/

----------
Choose an #outsourcing company that values #CustomerService and brand retention: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#CustomerSupport #CallCenterTips
#CustomerSatisfaction #CustomerExperience
Open Access BPO Yesterday
Open Access BPO's CEO Benjamin Davidowitz spearheaded the recent Easter community initiative in Poblacion, Makati City: https://www.openaccessbpo.com/blog/open-access-bpo-ceo-leads-easter-community-initiative/

This annual tradition aims to provide nutritious meals to those in need while spreading joy to children with balloon giveaways. This year marks the 7th consecutive year of the initiative, made possible with the dedication of volunteers from Open Access BPO. Together, they distributed 1,000 meals and 700 balloons to the community.

----------
Learn more about our outreach programs and employee engagement activities: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#OABPOcares #CorpSocialResp
Open Access BPO 5 days ago
Of course, #CallCenter leaders want only the best talents for their teams, but the best talents are also looking for the best experiences from their prospective workplaces.

High performers would consider these factors as they choose the right #ContactCenter to work for: https://buff.ly/3TQnokB

-----------
Get only a diligent , highly-skilled team working on your brand's #CX when you outsource with us: https://buff.ly/3vXYK9z

#WeSpeakYourLanguage
#outsourcing #CallCenters
#CustomerSupport #recruitment
#EmployeeManagement
Open Access BPO 5 days ago
#CallCenter agents thrive with strong leadership. Great team leaders provide direction and motivation, which fuels agent success and exceptional #CustomerExperience.

But what holds leaders back?

Here are the pitfalls that can sabotage your leadership (and get expert tips to become an exceptional leader!) https://buff.ly/3vO1Blo.

----------
Upgrade to a better #CustomerSupport.

Contact Open Access BPO today to build your dream #CX program with our expert team and visionary leaders: https://buff.ly/3JeSHRe

#WeSpeakYourLanguage
#CallCenterLeadership #CallCenterManager
#ContactCenterLeader #CallCenterSuccess
#EmployeeEngagement #TeamLeadership
Open Access BPO