Offline Conversions
Choosing primary conversions for bidding
Choose Google Ads conversions for bidding by checking business value, data quality, campaign goals and overlap between lead stages.
Desk
Bidding Desk
Explains budget controls and bidding approaches for different sales cycles.
Match Types
Choosing search campaigns by commercial objective
Match Search campaign goals, bidding focus and reporting to orders, qualified enquiries, traffic or visibility.
Match Types
Comparing bidding goals under similar campaign conditions
Test a different search bidding goal while keeping conversion signals and campaign conditions comparable. Allow for adaptation and conversion delay.
Match Types
Comparing manual control with automated bidding goals
Compare manual CPC and automated Google Ads Search bidding by bid control, platform goal and the quality of available outcome data.
Offline Conversions
Evaluating bid changes after allowing for conversion lag
Use historical conversion delay and comparable mature periods to assess Google Ads Search bid changes without treating pending outcomes as final.
Shopping
Local paid search campaigns
Plan local paid search around the areas you serve, Google Ads location settings, useful enquiries and the capacity to fulfil work.
Offline Conversions
Reviewing conversion settings before changing bids
Check campaign goals, action settings, counting, values and conversion delay before using reported results to change Google Ads Search bids.
Offline Conversions
Setting a daily budget from business economics
Use customer contribution, cash and capacity limits to set a Google Ads average daily budget, with spending-limit and rounding caveats.
Offline Conversions
Tracking qualified enquiries rather than every form submission
Define an accepted enquiry, connect it to the original form and keep pending requests, duplicates and sales distinct.
Shopping
Writing useful search advertisements
Write search ads that answer a buying question, make supportable claims and lead to a page that fulfils the promise.