Clicks are dead, long live conversions!
What are conversions?
Conversions are goals set up in Google Analytics and can be anything you want. They act as indicators of the quality of the clicks obtained. For example, visiting the “Contact Us” page or viewing more than three pages can be considered conversion goals.
Why maximize conversions instead of clicks?
In Google Ads, it’s possible to select multiple objectives for a campaign. In this example, let’s say there’s “Maximize Clicks” and “Maximize Conversions.” When you select “Maximize Conversions”, Google will do everything to find users who are likely to complete your goals. A click that results in a conversion is therefore more valuable than a click from someone who accidentally clicked on your ad.
Breaking an old stereotype
Just because you have a lot of clicks doesn’t mean your campaign is working or that the leads are high quality! Maximizing conversions allows you to target high-quality potential customers, not just window shoppers (or screen shoppers, in our case). The great thing about online advertising is that the results can be directly measured, unlike a billboard that may get more impressions but is seen by people who might not be interested at all.
Need help optimizing your online advertising? Contact us!
