Topic: conversion tracking
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PPC Experts Explain Digital Marketing Learning Periods
A learning period is when an ad platform's algorithm analyzes performance data to calibrate automated bidding and creative testing, which is essential for campaign stability and achieving goals like target CPA or ROAS. Marketers can unintentionally restart learning periods by making significant c...
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Google Ads Recommendations: Truth vs. Auto-Apply
Google Ads Recommendations are automated suggestions that lack business context and often prioritize platform goals, like increasing ad spend, over an advertiser's specific strategy or budget constraints. The platform's Optimization Score is not a performance metric but a checklist for reviewing ...
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Accelerate B2B Optimization with Proxy Metrics
Lengthy B2B sales cycles create a measurement gap, which marketers bridge by using proxy metrics—early indicators like engagement rates—to gauge campaign momentum and make real-time optimizations before final revenue data is available. These metrics are crucial for algorithmic bidding on platform...
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Ignore Google Emails? It Could Cost You
A Google Ads expert's failure to properly onboard a new client account and monitor official communications led to a critical breakdown in conversion tracking, as vital warnings about a consent management platform were missed. The loss of conversion data caused Google's smart bidding algorithms to...
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4 PPC Takeaways That Transform Ecommerce Campaigns
Performance Max campaigns are highly effective for ecommerce due to their reliance on high conversion data, requiring optimization of product feeds, strategic segmentation, and accurate conversion tracking for best results. Amazon Ads excels in driving direct sales with high conversion rates and ...
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Google Automatically Links YouTube & Ads Accounts
Google is automatically linking YouTube channels with Google Ads accounts when a strong data connection is detected, simplifying setup and enhancing audience insights for advertisers. Advertisers gain new targeting and measurement capabilities, such as directing ads to engaged viewers and trackin...
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Dale Olorenshaw: The £15,000 Landing Page Mistake
A £15,000 PPC test campaign failed because it was mistakenly linked to the wrong landing page, wasting the budget for a month without generating any conversions. The error occurred due to bypassing quality assurance checks and ignoring initial doubts, but the agency resolved it by refunding part ...
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Stop Competitors From Wasting Your Ad Budget
Competitor-branded searches drain PPC budgets with low conversion rates, requiring negative keywords and platform tools to focus spending on high-intent traffic. Use negative keyword lists and AI campaign brand exclusions to block competitor searches, while monitoring search reports to update exc...
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Consolidate Legacy SKAGs: Why & How to Upgrade
The outdated single keyword ad group (SKAG) structure is no longer effective, as Google's automation now rewards consolidated, data-rich ad groups for better performance and efficiency. Marketers should shift focus to strategic areas like enhanced conversions, offline conversion tracking, and int...
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When PPC Automation Needs a Human Touch
PPC automation requires strategic human oversight to achieve optimal results, as algorithms lack contextual understanding and need direction during critical business moments. Overdependence on automation introduces risks like poor lead quality and strategic misalignment, making skilled human inte...
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Google Ads Tactics to Abandon in 2026
Google Ads is shifting towards automation, reducing the effectiveness of detailed manual control and making certain long-standing PPC tactics less relevant. Strategies like relying heavily on phrase match keywords and using GA4 as the primary conversion action for Smart Bidding are becoming obsol...
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PPC 2026: AI, Automation, and the Battle for Clicks
AI is reshaping PPC advertising by automating campaign management and creative tasks, requiring advertisers to adapt strategically despite reduced transparency and control. Professionals are leveraging AI tools to save time on tasks like keyword research and ad copy, but human oversight remains e...
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Prep Your Ad Campaigns for Black Friday Now
Review last year's performance thoroughly to identify successes, shortcomings, and changes in the advertising environment, using tools like attribution and auction insights reports. Build and prepare campaigns ahead of time with clear labeling and automated rules to ensure timely activation and c...
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Unlock Google Ads PMax: Audience Signals & Search Themes Explained
Performance Max campaigns are goal-based systems where Google's AI autonomously targets users likely to convert, rather than allowing manual audience or keyword selection. Audience signals and search themes serve as optional hints to guide the AI but are not strict targeting rules, as the system ...
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Unlock Deeper Insights with Google Ads Performance Max Reporting
Google has enhanced Performance Max reporting with greater transparency, including asset segmentation by device, time, and networks, plus a new channel performance report for detailed insights. Advertisers should note that asset-level metrics can be inflated due to separate tracking and are appro...
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Google's AI Max: 30-Day Search Test Results Revealed
Google's AI Max is an optional tool for Search campaigns that uses advanced machine learning to target users based on signals like search behavior, demographics, and website content, expanding beyond traditional keyword matching. AI Max differs from Performance Max and Dynamic Search Ads by offer...
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Mastering AI & Human Control in Google Ads
Google Ads has shifted to an AI-driven platform, offering efficiency but requiring strategic oversight to align automation with true business goals. Effective automation depends on accurate measurement and training algorithms on meaningful outcomes, not just superficial metrics. Human strategy re...
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Can Small Businesses Still Win with Google Ads?
Google Ads remains a viable option for small and medium-sized enterprises, despite increasing competition and rising costs, by focusing on strategic and intelligent approaches rather than large budgets. Smaller businesses face challenges such as high cost-per-click, limited data for automation, a...
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5 Google Ads Mistakes That Drain SMB Budgets
Google Ads requires a clear strategy with defined goals and conversion tracking to avoid wasting money and measure performance effectively. Proper account structure, including focused targeting and specific keywords, is essential to maximize campaign impact and prevent budget overspending. Aligni...
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Google Ads AI: When to Trust It and When to Be Cautious
Google Ads has evolved into an AI-driven ecosystem that improves efficiency but requires strategic oversight to balance automation with human judgment. Automated bidding strategies and custom rules can be reliable with sufficient data and clear parameters, while features like Recommendations and ...
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Sprout’s Guide to Measuring Owned Media Value & Key ROI Metrics
To demonstrate social media's business value, marketers must shift from vanity metrics to measurable outcomes that align with revenue and growth priorities. Owned media channels (websites, blogs, social profiles) offer significant untapped potential when analyzed using financial frameworks like p...
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Google Unveils First-Party Data Tools & iOS Conversion Tracking
Google launched new advertising tools to enhance first-party data use and improve iOS conversion tracking amid tightening privacy regulations. Key updates include Google Tag Gateway for server-side tagging, Data Quality Diagnostics for troubleshooting, and On-Device iOS Conversion Tracking for pr...
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