Switching to a new conversion action in Google Ads can feel daunting, especially if you’ve invested years in building up valuable data. However, with the right approach, you can minimize disruption and continue to optimize your campaigns effectively.
Understanding the Impact of New Conversion Actions
When you introduce a new conversion action, Google Ads treats it as a fresh dataset. This means the platform has to re-learn the patterns and behaviors associated with your conversions. While this can be unsettling, it’s a necessary step for ensuring that your campaigns remain effective and relevant.
Key Considerations
Re-Learning Phase: Yes, Google Ads will need to go through a re-learning phase. During this period, the algorithm will gather new data to refine its targeting and bidding strategies. Expect some fluctuations in performance as the system adjusts.
Historical Data: While the new conversion action doesn’t directly inherit your historical data, the overall account history and other conversion actions can still influence performance. The platform uses a holistic view of your account to make decisions.
Best Practices for a Smooth Transition
To ensure a smooth transition and maintain campaign performance, follow these practical steps:
1. Monitor Closely
Keep a close eye on your new conversion action’s performance. Check metrics like conversion rate, cost per conversion, and return on ad spend (ROAS) daily during the initial weeks. This will help you identify any issues early and make adjustments as needed.
2. Adjust Bidding Strategies
Initially, you may need to adjust your bidding strategies. If you’re using automated bidding, consider starting with a slightly higher target CPA to give the system room to learn. As performance stabilizes, you can fine-tune your bids to optimize for cost efficiency.
3. Maintain Historical Data
While the new conversion action won’t inherit your historical data, you can still leverage your existing insights. Use your past performance data to inform your new campaigns. For example, if certain ad groups or keywords have historically performed well, prioritize them in your new setup.
4. Test and Iterate
Experiment with different settings and configurations. Run A/B tests to compare the performance of your new conversion action against your old one. This will help you identify the most effective strategies and make data-driven decisions.
5. Communicate with Your Team
If you’re working with a team or an external consultant, ensure everyone is on the same page. Clear communication can prevent missteps and ensure a coordinated approach to the transition.
Actionable Tips
- Set realistic expectations: Understand that there will be a learning phase and performance may fluctuate initially.
- Monitor key metrics: Keep a close watch on conversion rate, cost per conversion, and ROAS.
- Adjust bidding strategies: Start with a slightly higher target CPA and fine-tune as performance stabilizes.
- Leverage historical data: Use past performance insights to inform your new campaigns.
- Test and iterate: Run A/B tests to identify the most effective strategies.
- Communicate effectively: Ensure your team is aligned and working together seamlessly.
Final Thoughts
Transitioning to a new conversion action in Google Ads is a significant change, but with careful planning and monitoring, you can navigate it successfully. By following these best practices, you can minimize disruptions and continue to drive meaningful results for your business.