Google Ads introduced several new features around conversion goals on Monday. The conversion goal feature groups actions into categories based on a specific type of conversion. Marketers can use the feature to optimize bidding at the account or campaign level.
The idea is to drive performance with conversion goals. It aims to simplify conversion management and improve campaign performance by giving Google’s machine learning more data to work with. Marketers can create new campaigns and tell Google Ads the specific business goals campaigns should optimize for.
An online clothing retailer, for example, can set a purchase as an account default goal so that all of the campaigns can optimize for that outcome. “Within this purchase goal, you’ll also be able to define which specific conversion actions, such as ‘completed sale,’ should be used for bidding,” according to Google.
The feature will roll out during the next few weeks. Existing conversion, conversion optimization, and bidding settings will not change.
Google also added support for Tag Assistant, a tool that will help marketers confirm that conversion tags work as intended. This will help marketers diagnose any issues with conversion actions, and if there is an error such as unverified conversion actions, inactive tags, or no recent conversions. Marketers gain a view into the data to see which, if any, conversion actions are properly being measured.
Explanations can help advertisers learn why account performance has changed without having to cross-reference reports.
Explanations are available for search campaigns using manual CPC, enhanced CPC, enhanced CPC for value, target CPA, maximize conversions, maximize clicks bidding, maximize conversion value and target ROAS, and campaigns using target CPA.
Marketers will not see explanations for Search+, Display, Video, Shopping, or Dynamic Search Ads campaigns.