With the new user-led privacy policies, such as GDPR, and the imminent phasing-out of third-party cookies, it will be harder for consumers to track their activity across multiple touchpoints on many unique devices.
Google, however, has joined the race with Amazon and Facebook, 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.
This new technology will bridge the gap between privacy concerns, and a growing concern regarding the lack 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 an option for who are already immersed in PPC management. Although the new technology is still in beta and only available on a few platforms, it’s anticipated 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.
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.
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 –An important benefit you can expect after using Enhanced Conversions is that you will now know if the money spent on your ads is really worth it.
Enhanced Conversions helps you make better decisions based upon your ad spend. It allows you to know which ads have 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.
Google Ads Authorities: PPC Geeks
First-party data is one the most valuable commodities on the planet. This is why Facebook and Google are working hard to make sure they remain at the forefront of the privacy-first revolution. Enhanced Conversions could be a significant advantage for Google.