Chelsea Guida provides 10 tips for boosting Google and Facebook conversions. The tips include testing different ad formats, using audience exclusions, lookalike audiences, placements, observation audiences, automated bidding strategies, utilizing labels, taking advantage of ad extensions, segmented and dynamic remarketing, and promotion code remarketing. The key takeaways are to test to find what works, collect data to see the target audience, refine the audience to maximize budget, use ad enhancers, and utilize remarketing to stay front of mind.

1. 10 Off-The-Chart Tips to Boost
Your Google & Facebook
Conversions
Chelsea Guida, August 2020

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Amanda Oles
Marketing Manager
Webinar MC

3. | Confidential 3

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Chelsea Guida
Account Manager
Google & Facebook Expert

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What is a Conversion?
- A Conversion is a desired action that a user will take after clicking on an ad
- What a conversion looks like varies for each type of business
- Examples of conversions:
- Purchasing a product
- Subscribing to a newsletter
- Downloading a whitepaper
- Starting a free trial
- Placing a phone call

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What is a Conversion Rate? [CVR]
CVR =
Total Conversions
Total Clicks
Your conversion rate is the percentage of visitors that complete a
desired action out of the total amount of visitors to your website

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Why Does It All Matter?
- Conversions tell us how successful a campaign is
- It also allows us to see which keywords or audiences are
driving the account’s performance
- Conversion Rate shows us how effective a campaign is in relation to
the amount of users that have interacted with it
Campaign A
1,000 clicks
25 conversions
2.5% conversion rate
Campaign B
250 clicks
10 conversions
4.0% conversion rate

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Now let’s show you how to get your BEST
Conversion Rates yet...

11. Testing Different Ad Formats
Carousel Single Image Video

12. Audience Exclusions
- More clicks don’t
always mean more
conversions
- Audience Exclusions
allows you to remove
those who you know
are unqualified to see
your ad

13. Lookalike Audiences
- Great way to find new prospects
- Can layer in interests/other targets to refine your audience
- Can select your Audience Size (1 - 10%)
- 1% consists of those most similar, and then gets broader from
there

14. Placements
- Always start off an ad set running on all placements
- From there, we recommend figuring out which placements are driving
performance, as well as which ones are wasting spend

15. Observation Audiences
- With Observation Mode, who sees your ad will not change
- Any audiences you add in will collect information in the
background
- You have the option to switch to Targeting, or place a bid adjustment
on the audience

16. Automated Bidding Strategies
- Start with 1 - 2 low or mid
performing campaigns
- Give the campaign at least 3 - 4
weeks before comparing
performance
- Research what the bidding
strategy will help with to ensure it
is the right fit

17. Utilizing Labels
- Helps you to keep track of testing
and bidding
- Ex. label for new ads, label
for historial top-performing
keywords
- Often times we test, but never
compare performance / analyze
results
- Labels on top keywords ensure
that a certain percentage of your
budget is always being allocated
to the terms that drive
performance

18. Take Advantage of Ad Extensions
Callout Extension
Structured Snippet
Sitelink Extension

19. Remarketing
Segmented AND Dynamic Remarketing
- Break out remarketing audiences
based on ‘starter actions’ and
‘interest actions’
- Ex. Downloaded Whitepaper,
Started Free Trial, Added to
Cart, Visited Pricing Page
- Use Dynamic Remarketing to show
the exact products that an individual
interacted with, but did not purchase
Promotion Code Remarketing
- Use Promotion Codes to bring back
a potential lost lead/purchase
- Only use that specific code for
remarketing to help keep track
of success

20. Key Takeaways
Testing to Find What Works1
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Collect Data to See Who Your Target Audience Is
Refine Your Audience To Maximize Your Budget
Take Advantage of Ad Enhancers
Utilize Remarketing & Stay Front of Mind