If you track your Google Ads performance month to month, you’ve probably noticed that your conversion data never seems to stabilize. You may look at last week's conversion value today and see one figure, and look again next week and see that it’s higher than before, and so on. There are many reasons you might experience discrepancies in your conversion data, but most of the time the answer is simple. What you’re probably seeing is a side effect of how Google Ads tracks conversions. There are always lags in reporting and data processing, but also, Google doesn’t track all conversions on the day they occur.
People seem to be obsessed with how to “close the mobile conversion gap”. It’s been a frequent topic for many years at ecommerce and digital marketing conferences. Payment providers pushing their new mobile payment schemes, merchants seeking to improve their mobile conversion rates… it’s a hot topic with just about everyone in ecommerce. But here’s the thing: the idea that there’s even a gap at all is pretty misguided.
Google Merchant Center has historically been used only by advertisers. But after changes Google made in 2020, it is important for all ecommerce sites to set up a Google Merchant Center account and configure it correctly. Why? Because Google is now pulling product information from Merchant Center...
No, no that kind of bouncer.
When someone comes to your website and views just a single page before bouncing, it's tempting to think that is throwaway traffic and you wouldn't want any more of it. In fact, we've had a number of clients request that we don't spend any money targeting those people in the future. "Remove them from all remarketing lists!" But here's the thing… bouncers are often highly valuable. The data show that they typically come back and purchase in the future at a much higher rate than the general population of searchers if they see ads in the future.
We get this question a lot from online merchants. Before we can answer, we need to get one thing straight: ROI is a term from finance that a lot of marketers use to mean something a little different. Read our blog post on How Digital Marketers Misunderstand ROI for more on that. I usually try to use other terms that are more precise. In advertising, when most people say “ROI”, they actually mean “Return on Ad Spend”, which is the total revenue divided by the total ad spend.