Thomas Eccel’s Post

🔥 How to get a bulletproof Measurement Foundation and how the mechanisms actually work together. Summarized in simple words 👇 Backing your Google Ads campaign with high-quality data is more important than ever. Start by implementing Enhanced Conversion (EC) for web and Consent Mode. This step is the base for capturing correct conversion data, especially in the EU, EEA and UK where user consent is necessary. As an official Google Consent Mode Platform I recommend Cookiebot Web CMP by Usercentrics. A Google signed-in user clicks on your ad and Consent Mode collects and models first-party cookies for conversion tracking. Then it models conversion data for non-consented data. Enhanced Conversion for web collects consented-only user data and tries to recover conversions that were blocked by browser restrictions. Thanks to both Consent Mode and Enhanced Conversion for Web in place, the reported conversions will see an uplift that would have been unreported otherwise. Unreported conversions will harm your Smart Bidding algorithm since precious conversion data points are lost. I have heard from Google that Consent Mode recovers 50-65% of ad-click-to-conversions-journeys lost due to user cookie-consent choices. For more Google Ads content you can follow me ->Thomas Eccel and hit the 🛎 to not miss anything new. #PPC #GoogleAds #Privacy #Measurement

News! 🚨 After tROAS Insight Box for Pmax and Standard Shopping now also 𝐃𝐞𝐦𝐚𝐧𝐝 𝐆𝐞𝐧 𝐠𝐨𝐭 its 𝐭𝐂𝐏𝐀 𝐢𝐧𝐬𝐢𝐠𝐡𝐭𝐬 addition! All you need to know: This insight box is basically showing you if your Actual CPA is within the expected range. The Graph shows weekly CPA averages including projected conversions. Google calculates the typical variation based on your campaign's historical data. You're on track to meet your goals when your target is within this typical variation. Google says that some conversion may cost more than your target, and some may cost less than your target, but overall Google Ads will aim to keep your conversion per cost equal to the target CPA that you set. Have you noticed it too? For more Google Ads insights you can follow me -> Thomas Eccel and hit the 🛎 to not miss anything new. #ppc #googleads #sem #marketing

Let's analyze the differences between the advanced Automated Google Ads Ads Bidding Strategies tROAS and the hardliner mCPC. 🚀 📊 Flexibility: tROAS is less flexible as it strictly bids to achieve a set Return On Ad Spend, relying heavily on algorithms to adjust bids. In contrast, Manual CPC offers more control, allowing you to manually adjust bids according to their strategic needs. 🚀 Budget Spent: tROAS aims for cost efficiency by optimizing cost with revenue return, potentially maximizing each euro spent towards achieving a better return. It can happen, that the tROAS you set is too high and the campaign won't spent the daily budget. Manual CPC, offers precise control over bid amounts and once you know how much a cost will click you you can easily adjust the bids to spent the daily budget. 🔧 Difficulty: tROAS is considered more complex due to its dependence on a good conversion tracking and the need for conversion data to optimize effectively. Manual CPC, being less reliant on data, is easier to manage and adjust, making it more accessible, especially for new accounts in the beginning. 💸 Profitability: tROAS can be highly profitable, especially for campaigns where maximizing revenue from ad spend is the aim. This strategy works best when you have consistent conversion value data. Manual CPC can be a good alternative but does not have the automated optimization features of tROAS, potentially reducing overall profitability if not managed carefully. Works well for Branded Campaigns. 🔄 Short-Term vs. Long-Term Performance: In the short term, Manual CPC may provide faster adjustments to changing CPCs due to its direct control. However, for long-term performance, tROAS, with its advanced smart optimization, might lead to a better scaling and efficiency for E-com or even Lead-Gen with different conversion action values. For more Google Ads content you can follow me -> Thomas Eccel Eccel and hit the 🛎 to not miss anything new. #ppc #googleads #sem

Ready, Set, Pmax Launch. 🚀 Lets go through the steps and pitfalls that should be avoided when launching a Google Ads Ads Pmax campaign. Part 1 1) Launch Pmax: This is the initial step where the campaign is set live. Make sure to have a robust Conversion Tracking in place, relevant Audience Signals, Search Themes and made use of available assets. (unless its a feed-only campaign). 2) Learning Period: Lasting for 1-2 weeks, during this time, Google's algorithm is learning from the performance of the campaign based on the data it gathers. In this stage don't switch bidding strategies, don't increase or reduce the budget heavily and try not to make major changes to your audience signal. Also, don't stress out if the campaign is not spending its daily budget and if you see 0 conversions. 3) Campaign Optimization: After the learning period, the next 3-5 weeks should be dedicated to optimizing the campaign. This involves making adjustments based on the data and insights you saw during the learning period. Here you can start implementing/increasing/decreasing CPAs or ROAS. Check insights, use scripts to de-code data and check website behaviour (high relevant traffic, bots, bouncer etc.) 4) Conversion Lag Time: It accounts for the time between when a user interacts with your ad and when they complete a conversion action. This period can vary (you see '1 to x days'), and it's important to understand it for correct measurement. More expensive products/services tend to have a higher conversion lag time. 5) Evaluation: The final step is to evaluate the overall performance of the Pmax campaign. If the results are fitting expectations you can start scaling the campaign. As in point 3) make sure to analyze all possible data-points you can observe in order to decide on your next steps. What other insights are worth sharing here? To not miss it, make sure to follow -> Thomas Eccel and hit the 🛎 to get notified. #ppc #googleads #sem

No updates today, enjoying time at home in the Dolomites. 🏔️🥾 Always beautiful in Südtirol | Alto Adige | South Tyrol .

Good one 😂