8 Tips to Optimise Your Pay for Conversions Campaign - TransFunnel Consulting

The pay for conversions campaign, announced by Google in 2018, changed the digital advertising landscape by giving advertisers the ability to choose to pay for conversion bidding. This has enabled advertisers, performance marketers and digital marketing agency in India to choose the bidding options in Google as they desire.

Pay For Conversions (PFC) is specifically meant for Google Ads Advertisers, who are interested in enhancing performance, conversions and using display campaigns. This bid strategy offers the benefit of paying only for a specific action. Moreover, advertisers also have the opportunity to run tests and experiment with PFC.

The benefits of PFC have made conversion optimisation vital for business advertisers. However, considering it is a new strategy, we have curated some tips on how you can perform PFC optimisation, as part of your digital marketing strategy.

How to optimise the ‘Pay for Conversions’ campaign

Here are 12 tips that help you to create and run a successful ‘pay for conversions’ display campaign.

1. Select the right conversion optimisation action

For advertisers who have multiple conversion actions, it becomes important to take a pause and think about the kind of conversion they would require for the display campaign. Depending upon this choice, you will optimise the ones that you would pay.

2. Make use of all the fields available

When running a smart display campaign for yourself or another brand, an advertiser would be required to hand Google some assets. These assets can be descriptions, videos or images. Upon receiving, Google will optimise the assets and target audience with the help of its algorithms. However, while making this decision, advertisers are recommended to use all the fields provided and add different messages in each field. This method will ensure that the system would split a test and find the right combination, which will perform the best with the target audience.

3. Add videos

Adding videos to the pay for conversion campaign, a Google ads advertiser enables enhancing campaign reach by displaying the ad on numerous placements.

4. Add multiple different images

Using more than one image helps the system to test every single image’s performance and identify which image or images bring about the best result. With an option of adding a maximum of 15 images, an advertiser has a vast avenue to pay for conversion optimisation, while experimenting with the choice of images and gaining insights for similar campaigns. Google ads also offer a stock of images for the advertisers, to conveniently pick them from the image upload area.

5. Customise how you target your audience

As a digital marketing agency in India, if you use a smart display campaign, then Google will automatically use its algorithm to identify your target audience. This means you do not have the power to control who sees your ad campaign. However, what you do have is the power to guide the Google algorithm. This can be done by creating multiple ad groups with different messages and landing pages, which will customise the traction.

6. Replace poor performing ad messages

While optimising your pay for conversions, it is vital to replace the ad messages that do not perform well. This factor is assisted by Google ads, which provide an interface displaying the reach and performance of your ad messages. The score is indicated in Low, Good and Best. You can start by replacing the ad messages, which indicate the performance as Low with another message and then review its performance.

 

7. Set a realistic cost per action (CPA)

For some advertisers, it can be an ambitious and overly optimistic element to set a low CPA, to obtain a low cost per acquisition. However, if the Google algorithm thinks it cannot gain a conversion at the defined CPA, then you might start witnessing the impressions plunge. Therefore, it is important to set a realistic CPA and allow the Google algorithm to test and gain insights into the kind of audience you should target.

8. Consider your content exclusion options

Depending upon your product and service, advertisers need to use the content exclusions section. This will help them to opt-out of showing your ads, alongside the content displayed. This technique saves the brand's reputation while addressing the right target audience.

Having laser-focused paid campaigns and campaign budget optimisation that are configured for delivering high ROI is a dream for most businesses. This is because if they are not careful, buying advertising space can be like a ravine with no bottom. Businesses, in this case, will keep investing money, without getting returns. This is why brands in the digital age need the help of extraordinarily, insightful paid marketers and PR professionals, who have a knack for making every paid marketing penny count.

TransFunnel is a marketing consulting or digital marketing agency in India, its paid marketing and PR experts have extensive experience in numerous paid campaigns for a diverse client portfolio. We have given them the confidence to navigate all kinds of paid media challenges. We go one step ahead and analyse, evaluate and zero in on the expected deliverables before campaign execution. Our experts also adhere to comprehensive reporting to ensure all stakeholders can monitor campaign deliverables. We keep refining the campaign to deliver results as per plan.