What’s that new column in Adwords?

by | Mar 20, 2014

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Google Adwords is always changing and updating – almost in a weekly basis – and we have started to see some changes in the way that Google offers us the information. 

This is why AdWords has recently activated the “Estimated total conversion” – a new column that you can use to measure the full value you are getting from Adwords.

Measuring conversions in a multi-screen world

Users frequently switch from one device to another based on different tasks, and previously we would lose track of them. So this new column gives you the information about the total conversions that a given campaign has reached when users have been changing from one device to another or from one browser to another. This is really useful because users know and visit your company through various devices, so it’s important to try to assign each conversion to the corresponding campaign or Ad Group.
This cross-device and cross-browser conversion estimation is calculated through the total data of all the people who signed into Google. With all the data, Google creates an anonymous global estimation of the amount of conversions attributed to AdWords. Those multi-device conversions use the “last paid click” attribution. This means that the conversions are attributed to the last clicked ad before people made the conversion.

There are two main ways to use the Estimated Total Conversions. One is to adjust desktop bids, and the other one to adjust mobile bids

Computer bids: Estimated Total Conversions can be used to set computer bids. So for example if you compare the Cost/Est. Total Conv. to the Cost/Conversion that you see now, and the Cost/Est. Total Conv. is 10% lower, you can increase your computer bids for those campaigns by about 10% without adjusting your ROI targets.

Mobile bids: For Mobile, this works a little differently. You can change and adjust your mobile bids based on the value that the ads itself provides. What you can do is look at the ratio between Estimated Total Conversions coming from mobile versus computer and tablet, then choose your best option to adjust the bid.

To get the most from your mobile advertising you can always use this formula to set your campaign-level mobile bid adjustment:
Mobile bid adjustment = 100 * [(value per mobile ad click/value per desktop and tablet click) -1 ]

There are four main types of conversions that can be estimated:

  • Conversions across devices: This helps to count people that click on the ad on one device, but then convert from another one. (For example, clicking the ad on mobile, but purchasing from their tablet or laptop.)
  • Conversion across browsers: This kind of conversion usually happens in the same device but in a different Internet browser.
  • Calls: Calls are counted as regular conversions. Calls that are placed after viewing ads on tablets and computers are included in the estimated conversion columns.
  • Store visits: Google is currently working on finding a way of how ads online could be driving people to off line sales.

All of these changes allow us to better understand the user journey. This also gives us a better idea of where users will see ads, versus where they make their purchases.

What do you think will be Google’s next step?

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