Google AdWords: With New Updates Are Changing the Business
Google always surprises its users with new changes they bring to their products. This time as going from past few years Google made changes again in AdWords in this spring. There are some major and minor updates but they surely going to make impact on your business. The one that caught in eyes is “Measure view-through conversions (VTCs) for your Gmail ads campaigns.” This update came this month. So the question is what VTCs is and how it is going to affect the Business.
So the VTCs is all about the user behavior after he clicks on your ad. Where does it goes after that, buy you product or install you app, anything to track them. And the best thing it is very useful and a free tool. But as user completes a task that is defined valuable by you, this thing is called conversation.
Google uses this data for making reports of your campaign and sent it to your account. This performance report consist all the data that can benefit you and your business for running long. This VTCs is over technical and complex term for the most of the Google advertisers.
If we conclude all this technical terms in some simple words then conversation is all the product purchase from your campaign and view is about its data reports. The main thing that separate VTCs from normal conversation is the ‘Click Action’. For example if people search something, sees your ad but did not click on it, but still buy your product is now counted. In other words normal conversations require people to click ad to count in campaign. But VTCs give priority to the valuable task, not to the clicks. So this makes a big difference here.
The thing that updated in the April, 2017 is the time window of the report. VTCs is not a new member in Google AdWords family but it is been here for a long time. In old time VTCs used to give you report of the conversation with window of 30 days. From now on it is reduced to the 1 day. To understand that lets say I Google “Denim Shirt”, I see an ad but don’t feel like I need shirt right now and leave it. Then from another remarketing site I see same shirt, made my mind to buy it. And now made purchase through their website, this is conversation here.
But in alternate world another thing took place. Instead of buying the thing on same day after seeing the ad, I purchased shirt after one or two weeks but within 30 days time-period and it is counted as VTC up until March. Because whole event took place within 30 days but from now it will not be the same as before. From now as I see the ad the purchase should be within 24 hours of seeing the ad. This defines your campaign success more effectively.
There are some reasons on how this update is going to help.
1. Accurate ROI Calculation: With one day report you don’t have to wait for long to change your campaign strategy. This help in making more conversation at end of the day. Cost per conversation also going to be less than before.
2. Because of 1 day window, now it will reflect the result of your work soon so you can eliminate irrelevant keyword and tasks from your work list.
3. Device conversation helps in tracking when someone visit ad on mobile and make purchase from desktop or vise-versa.
4. Keyword planning will improve by making experiment on them every day because of 1 day report.
5. By placement running for long time instead you get less direct conversation will help in increasing VTC and will increase overall amount of sale.
As this ends here, VTC is a new small but powerful weapon that Google have offered to advertisers. The thing is how effectively you can use it now and make some big impact on your business.
Courtesy: Google AdWords Help, Entrepreneur India
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