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Google introduces multi-platform AdWords conversion tracking insights with Estimated Total Conversions

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By Stephen Lepitak, -

October 2, 2013 | 4 min read

Google has introduced a new conversion strategy to its search adverts, as it aims to help offer marketers more insight into how AdWords can drive multi-platform conversions.

The search giant has announced the introduction of Estimated Total Conversions, which it has said will display online sales and estimate conversions across multiple devices, and will also aim to add resulting phone calls and store visits, as well as conversions from adverts on its search and display network.

Sridhar Ramaswamy, senior vice president of, ads and commerce for Google, explained: “Estimated Total Conversions will provide you with a holistic view of all of the conversions driven by your Google search advertising that can be used to make important decisions like how much to bid and how to assign budget across your various marketing channels. For the last few years, many sophisticated advertisers have been using their own analysis to get to these insights. Today, we are beginning to bring this level of insight and measurement to all advertisers.”

Ramaswamy highlighted ‘Estimated Cross-Device Conversions, which he said was the first new conversion type to be launched as part of Estimated Total Conversions. He explained that the process would begin with a click on an ad on Google’s website on one device, and end as a conversion on another device or another browser on the same device.

The roll-out of cross-device conversions, he said, would begin immediately to all AdWord advertisers, with statistics becoming visible through AdWords conversion tracking.

He also revealed that following analyses, advertisers using AdWords to promote travel brands were able to measure 8 per cent more cross-device conversations than before, and could measure a third (33 per cent) more conversions that originated on a mobile phone, before being converted through another device, helping sales attribution.

Entertainment and retail brands were also able to measure 12 and seven per cent more conversions than before through Estimated Total Conversions, he claimed.

American Apparel marketing manager, Sean Singleton, was also quoted as having said: "We always knew our online ad investment was influencing conversions across devices, but we didn't know how to begin estimating these numbers. Once we saw that 5.3 per cent more conversions could be attributed to cross-device conversions in AdWords, we knew we could more accurately calculate the value we were receiving from each ad click. We also learned that mobile ads are driving 16 per cent more conversions than we thought, so we are now investing more into this channel to gain more sales.”

Ramaswamy, concluded by stating that Google was “committed” to helping its advertisers gain insight into new conversion types in a multi-screen world in order to aid their advertising decisions, and claimed that more than 40 million calls to business a month, from directly using Google ads.

Google Ad words infographic

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