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Google Ads Enhanced Conversions Explained

16 May
2022

With the new user-led privacy policies, such as GDPR, and the imminent phasing-out of third-party cookies, it will be harder than ever for consumers to track their activity across multiple touchpoints on many unique devices.

Google, however, has joined the race with Amazon and Facebook, for instance, and launched its revolutionary software, Enhanced Conversions.

Google Ads Consultants, as well as PPC experts, are starting to catch-up with. These new policies also counteract. They now focus more on ads that capture consumers’ minds first before their data.

Facebook has been at the forefront of this new wave for a while and has held its position as the leader in privacy-led online revolution. However, Google and experts in Google Ads have now joined the fray thanks to Enhanced Conversions.

This new technology will bridge the gap between privacy concerns, and a growing concern regarding the lack of data-led conversions. It’s crucial to learn everything you can about Google’s new Enhanced Conversions software.

What are Google Enhanced Conversions and how can I use them?

Enhanced Conversions, Google’s answer for Facebook’s Advanced Matching’ software, is for those who are deeply involved in PPC management. Although the new technology is still in beta and only available on a few platforms, it is expected to be welcomed by all levels of the marketing industry.

Google’s enhanced conversions technology is similar to Facebook’s advanced matching technology. It allows Google Ads to convert customer data and match it with ads that have been viewed on specific devices.

Google’s initial statement was that “Enhanced Conversions” could improve conversion accuracy. It adds to your existing conversion tags by sending encrypted first-party data from your website directly to Google in a privacy-safe manner.

First-party data is one the most valuable commodities worldwide. Therefore, everyone from large tech companies to your local Google Ads Agency is now looking for ways to incorporate new data privacy tools in their strategies. Google’s Enhanced conversions is no exception.

What is Google Enhanced Conversions?

Google Enhanced Conversions uses a secure, one-way algorithm to enhance any pre-existing tags using non-personal, protected information from your device.

This technology feeds data to a variety of custom-built tracking tags. It promises much better visibility without compromising the user’s privacy.

Google can transform the once-overt data into a unique collection of fixed-length characters by capturing first-party information, such as names, email addresses, and phone numbers.

This way of working is privacy-friendly and allows for better reporting and analysis of online transactions. It also minimizes the risk of data capturing attacks.

Businesses can also benefit from the beta launch Enhanced Conversions. This will increase the accuracy of your conversion metrics, and boost the process through which your website feeds back data into the creation of your ads.

What are the benefits of Google Enhanced Conversions?

Google now strongly encourages you to feed your captured data into your ads and into their AI, so that they can secure it but also improve their advanced customer matching techniques.

This gives Google Ads specialists the chance to increase their accuracy in prospecting clients.

You can expect to receive a variety of key improvements and positive touchpoints by using Enhanced Conversions. These include:

  • Return On Investment –You should see significant improvements in your business after using Enhanced Conversions.

Enhanced Conversions helps you make better decisions based upon your ad spend. It allows you to know which ads have the highest potential ROI.

  • Smart bidding –Enhanced conversions will allow you to use smart bidding more effectively than ever before. This gives marketers unrivalled flexibility in optimizing campaigns to align with key conversion metrics. Smart Bidding in conjunction with Enhanced Conversions promises to vastly improve your bidding strategy.
  • Customer Journey Mapping –Google expects Enhanced Conversions will give a clearer picture of the customer journey. Google is more knowledgeable than other search engines and can help you understand your customers at every touchpoint, on every device.

It is clear how useful Enhanced Conversions are, but accuracy, transparency and privacy will be crucial when applying this technology to the wider privacy landscape.

Esteban
author

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