What action should you take when optimising a campaign to drive conversions faster?
Set up the campaign to only engage with audience segments that have converted before.
Track only end actions to provide more accurate signals to our machine learning algorithms.
Track lighter actions to provide more signals to Google's machine learning algorithms.
Set up the campaign to engage with audience segments that have searched for your brand before.
Explanation
Analysis of Correct Answer(s)
The best strategy to help a campaign drive conversions faster is to track lighter actions, also known as micro-conversions. Google's automated bidding strategies rely on machine learning, which needs a sufficient volume of conversion data to learn and optimize effectively.
- More Signals: Lighter actions, such as "add to cart," "newsletter sign-up," or "key page view," occur more frequently than final purchases (macro-conversions).
- Faster Learning: By providing the algorithm with a higher volume of these conversion signals, you accelerate its learning phase. This allows the system to more quickly identify patterns and user characteristics that lead to the final desired action, thus optimizing performance faster.
Analysis of Incorrect Options
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Track only end actions: While end actions (e.g., a purchase) are high-value, they are often infrequent. Relying solely on these can starve the algorithm of data, leading to a much slower learning period and delayed optimization.
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Engage with segments that have converted before: This describes a remarketing strategy. While valuable, it severely limits your campaign's reach to only existing customers and prevents the algorithm from finding new converting users, which is essential for growth and scaling.
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Engage with segments that have searched for your brand: This is a valid targeting strategy using custom segments. However, it is a method for audience selection, not a direct action to increase the volume of conversion signals needed to speed up machine learning optimization.