Whether it be the introduction of new user-led privacy policies like GDPR or the upcoming phasing out of third-party cookies, it is now harder than ever to track consumers’ activity and harness their data across a varied range of touchpoints on a number of unique devices.
However, Google has now entered the race with the likes of Facebook and Amazon, for example, and launched its own revolutionary software: Enhanced Conversions.
Google Ads Consultants and PPC experts alike are now starting to catch up with and counteract these new policies, concentrating more on ads that aim to capture a consumers’ mind first before their data, notwithstanding the fact that they may be using a certain device or displaying a particular type of buyer trait.
Facebook has been ahead of this new-wave for quite some time and has positioned itself at the forefront of the privacy-led revolution online, however, thanks to Enhanced Conversions, Google and Google Ads experts, in particular, have now thrown their hat into the ring.
As the launch of this new technology promises to bridge the gap between privacy concerns and a growing fear regarding the lack of data-led conversions, it’s important to understand everything there is to know about Google’s new Enhanced Conversions software.
For those who are immersed in the intricacies of PPC management, Enhanced Conversions is Google’s answer to Facebook’s ‘Advanced Matching’ software. Though Google’s new technology is in its beta stage and only available across a select few platforms, it’s expected to be warmly welcomed by those at every level in the marketing industry.
Similar to Facebook’s ‘Advanced Matching’ technology, Google’s Enhanced Conversions enables Google Ads to enter customer data from conversion and then match that data with ads that have been viewed or interacted with on certain devices.
When launched, Google initially said: “Enhanced Conversions is a feature that can improve the accuracy of your conversion measurement. It supplements your existing conversion tags by sending hashed first-party conversion data from your website to Google in a privacy-safe way.”
First-party data is one of the most valuable commodities in the world; consequently, moreover, everyone from big tech companies to your local Google Ads agency is therefore now pursuing ways to integrate new data privacy tools into their strategies, and Google’s Enhanced Conversions is no exception.
Google Enhanced Conversions works using a secure one-way algorithm that enhances any pre-existing tags with non-personal, protected data from your device.
This revolutionary technology then feeds data into a number of custom-built tracking tags, promising much-improved visibility without compromising user privacy.
By capturing first-party data – mainly names, email addresses, home addresses and phone numbers – Google can then transform this once overt data into a unique, fixed-length collection of characters.
Consequently, this way of working protects a user’s privacy and helps to improve the reporting and analysis of online conversions whilst having minimal impact on your data capturing exploits.
Furthermore, businesses can benefit from the beta launch of Enhanced Conversions to improve the accuracy of your conversion metrics and even boost the process by which your website feeds data back into the creation of your adverts.
Google is now vehemently encouraging you to feed your captured data back into your ads, and thus back into their AI so they can secure it, but also use it so they can improve their advanced customer matching techniques.
In doing so, this provides Google Ads specialists with the opportunity to improve their accuracy when prospecting clients.
By using Enhanced Conversions, you can expect to benefit from a number of key improvements and healthy touchpoints. They include:
- Return on Investment – One of the key improvements you should expect to see after using Enhanced Conversions, whether you work for a Google Shopping agency or you’re a successful freelancer, is that you should now understand if the money you’re spending on your ads is, in fact, truly worth it.
Helping you make more informed decisions based on your ad spend, Enhanced Conversions can help you when building future campaigns due to knowing which ads have the best potential ROI.
- Smart Bidding – Enhanced Conversions can help you to utilize smart bidding even more than ever before, providing marketers with unmatched flexibility when it comes to optimizing campaigns in alignment with important conversion metrics. Be it transparent reporting to detailed status updates, Smart Bidding, in tandem with Enhanced Conversions, promises to comprehensively upgrade your bidding strategy.
- Customer Journey Mapping – Google expects Enhanced Conversions to bring about a clearer and more detailed image of the customer journey. Google understands more than most search engines that knowing how your customers behave at every touchpoint on every device they use is absolutely vital when building your next campaign.
It’s quite clear just how beneficial Enhanced Conversions is set to be, yet accuracy, transparency, and user privacy are set to be key when applying this new technology to the wider privacy landscape.
First-party data is one of the most valuable commodities in the world, hence why the likes of Google and Facebook are doing everything they can to improve the way they use people’s data, positioning themselves at the forefront of the privacy-first revolution; and, Enhanced Conversions could give Google the significant edge.
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