Instructor: The two main types of conversions
you can use.
So there's more than two different types of conversions
you can use in Google Ads.
However, 99% of the time,
these are the two you are going to use.
So the first type of conversion you can use
is what we call Website Conversions.
Now this can include anything from a purchase or a sale.
So someone buying a product from your e-commerce website,
we can have a Sign Up.
So someone signing up for a newsletter for example.
We can also have a Lead which would basically
be someone filling in a form on your website
and lastly, we can track a conversion
from a view of a key page.
Such as your pricing page for example.
You might have some data that says
you typically convert 25% of users
who view your pricing page.
So tracking views on that particular page
is going to be an important metric to your business.
So now we've gone through the first type of conversions.
Let's look at some things you need to bear in mind
when it comes to setting up these conversions,
which I'm going to show you how to do
later on in the course.
So the first thing to bear in mind
is pretty straightforward.
You need to have a website to set up these conversions
which is pretty obvious.
And you also need the ability
to edit the code on your website.
Now don't worry about this
as it's nowhere near as complicated as you think.
A lot of people actually get spooked out
when they hear the word code,
but if you're using any CMS such as WordPress, Squarespace,
Duda, Unbounds or literally any other CMS,
this is going to be pretty straightforward.
Now, CMS for those who don't know
stands for Content Management System,
which basically means you're not using a site
which has completely coded from scratch.
Now when it comes to editing the code on your website,
do not worry as I'm going to go through this
in a live walkthrough
like I'd done for every other section of this course.
So you can literally watch over my shoulder
and see exactly how you apply this code
to your website so you can track conversions.
The next thing to know is that the conversion tag
is placed on the individual page
that signifies a conversion.
Don't worry about what a tag is for now
as I'm going to cover that very shortly.
But the main thing to understand
is that the tag has to be placed on the page
that signifies a conversion.
For example, when you make a purchase online,
once you finish placing your order,
you are going to land on either a thank you page
or order confirmation page.
Now it's very likely that on this order confirmation page,
there is going to be a pixel which is going to fire,
which is going to let Google Ads know
that a sale has been made, i.e a conversion
and as a result
it will log that conversion down in your Google Ads account.
Now that is only if the click originated
from a Google Ad in the first place.
The conversion tag
would only be on the order confirmation page
and not the page that you was viewing the product
as that page does not signify a conversion.
For example,
if you had the conversion tag on your home page
on your website, then anytime someone visits your homepage,
this is going to be marked down as a conversion
in your ads account and completely scoot all your data
and make it really hard when it comes to boosting ROI.
If you are using forms for conversions,
then you need to make sure you redirect the user
to a thank you page.
It needs to be a unique page that only the users
who completed that action would see.
I can't stress enough how important that is.
It is super, super important.
Some firms use what we call inline submissions
where once a form is filled in,
the button that says submit or simply change to,
thank you for submitting an inquiry
or something along the lines of that.
These types of forms will not work
and will not be able to track conversions
in the way that we're going to show you in this course,
which is the easiest and the most reliable way.
You need to configure your forms to redirect users
to a confirmation or a thank you page
once the action has been completed.
That is super, super important.
And just as a pro tip,
if you have multiple forms on your website,
then I would highly recommend
you set up different thank you pages
to keep all your data organized in your Google Ads account.
This will allow you to see exactly what forms in particular
are generating the conversions from your website.
The second type of conversions
is what we call phone call conversions.
Now not all businesses operate on sales
and form submissions,
a lot of them generate and rely on phone calls.
And as a business, if we are running Google Ads,
we want to be able to track how many we are generating
from the ads we're running.
So there are a few different ways
we're able to track calls from ads.
The first is calls from ads,
which are actual calls from the ads themself.
If you remember what we covered in the last section
of the course in ad extensions,
you can actually add an ad extension to your ad.
So if someone sees your ad and does not click the ad,
but sees you number from the call extension
and then calls it, Google can track that.
So how does Google do that?
It's done by using a Google forwarding number,
which is basically a separate number that Google gives you,
which displays on the ad and when it's dialed,
it will forward the call on to your actual office number
or whatever number you choose.
You can also track calls when you use call only campaigns.
So this is when you set up Google search campaigns
specifically for mobile devices.
And the main conversion action
is when someone clicks your ad
which is going to trigger the phone call feature
on the mobile device the person is using.
With call only ads,
there is no option to send the user to a website.
It's literally just phone calls.
These typically work best
when bidding on emergency keywords
such as emergency plumber.
And don't worry,
I'll show you exactly how to set up
these call only campaigns
later on in this section of the course, okay.
The more complex way of tracking phone calls
are calls to a number on your site.
So what happens if someone clicks your ad,
lands on your website and then gives your number a call.
Well, as that's your personal number,
Google has no way whatsoever
of knowing how many calls you've generated.
So to track phone calls of this way,
you need to use what we call a DNI
which stands for Dynamic Number Insertion,
which basically means when someone lands on your website
or if they click on an ad,
they will see a different number to someone
who lands on your website through another channel
such as social media organically.
This number is also going to be a forwarded number
which will allow Google
to track the amount of phone calls generated.
Now setting this up is a little more complicated
and requires you adding a tag to your website
along with some JavaScript code which can be quite complex.
So for that purpose, we won't cover that in this course,
as this course is primarily aimed at beginners.
However, I still wanted to explain how it works
to give you a strong foundational understanding.
Now, not everyone is a fan of Dynamic Number Insertions.
As a lot of companies have branded numbers
and changing the number on their website
can really affect the brand awareness
and the brand identity.
For those particular companies,
people use more advanced solutions such as CallWell,
DialogTech and so on.
But DNI from Google is free and pretty much does a good job.
The last method you can use to track phone calls
is clicks on a number on your website.
Now this is only applicable to mobile devices.
A lot of the time a phone number
is going to be clickable on a mobile device
and once it's clicked, it will trigger the call feature
on your phone.
Google can track this click
just by adding a certain type of phone call conversion
to your site.
Now it's important to note
that it is not a forwarded number,
it's your standard number.
And to be honest, this one is not really common.
The most common types of conversions
you're going to use for phone calls
is going to be the first two types
which is calls from ads and calls a number on your website.
So now we've gone through the two main types of conversions
you can use on your website.
It's time to head over to our Google Ads account
and show you how to actually set these up.
I'll see you in the next video.