Campaign-level conversion actions now live for Google search, display campaigns
While it might not have been the flashiest, the announcement from Google Marketing Live last month that I heard many marketers say they were most excited about was the ability to set conversion actions at the campaign level.
That’s now here. Google said Thursday that campaign-level conversion action settings are available for search and display campaigns. They’ll be supported for video campaigns later this year.
Why we should care. Until now, conversion action settings applied to an entire account. Sure, you could segment by conversion type at the campaign level, but all counted conversions were totaled up in the “Conversions” column. You could not choose which conversion actions to optimize against — whether manually or with Smart Bidding — at the campaign level. This forced many companies to set up separate accounts in order to apply budgets and optimize campaigns to separate conversion goals.
You can now choose which conversion actions to include in the “Conversions” column at the campaign level. This will allow you to analyze performance and optimize campaigns based on the most relevant conversion action types.