While working with your agency client, you learn they want to both drive conversions and track how those conversions are prompting users to enroll in their weekly newsletter distribution list. What should you set up in Search Ads 360, apart from your client’s data-driven attribution model?

While working with your agency client, you learn they want to both drive conversions and track how those conversions are prompting users to enroll in their weekly newsletter distribution list. What should you set up in Search Ads 360, apart from your client’s data-driven attribution model?

• You should set up custom channel groupings.
• You should set up keyword groupings.
• You should set up multichannel groupings.
• You should set up automated channel groupings.

 

Explanation:

To track conversions and understand how those conversions prompt users to enroll in a weekly newsletter distribution list in Search Ads 360, you can implement additional tracking and attribution features beyond the data-driven attribution model. Here are steps to help you achieve this:

1. Set Up Conversion Tracking:
   • Ensure that conversion tracking is properly set up for the desired actions on your client’s website, such as form submissions for newsletter sign-ups. Use the Floodlight feature in Search Ads 360 to define and track these conversions.
2. Implement Cross-Device Conversion Tracking:
   • Enable cross-device conversion tracking to understand how users move across devices before completing the desired actions. This helps attribute conversions accurately in a multi-device user journey.
3. Utilize Custom Floodlight Variables:
   • If there are specific attributes related to newsletter sign-ups that your client wants to track, consider using custom Floodlight variables. These variables can capture additional information, such as the type of subscription or any specific parameters associated with the newsletter enrollment.
4. Set Up Attribution Models for Newsletter Sign-Ups:
   • Configure attribution models specifically for the newsletter sign-ups. While your client may already be using a data-driven attribution model for conversions, you can set up separate attribution models or rules to analyze the contribution of various touchpoints to newsletter enrollments.
5. Implement UTM Parameters for Newsletter Links:
   • Add UTM parameters to the URLs associated with the newsletter sign-up links. This helps track the source, medium, and campaign details for users who enroll in the newsletter, providing additional insights into the effectiveness of different marketing channels.
6. Create Segments for Newsletter Subscribers:
   • Create custom segments within Search Ads 360 to isolate and analyze the behavior of users who not only converted but also enrolled in the newsletter. This allows for a focused analysis of this specific audience segment.
7. Integrate with Google Analytics:
   • If your client is using Google Analytics in conjunction with Search Ads 360, ensure that the two platforms are integrated. Google Analytics can provide additional insights into user behavior, and you can set up goals and events to track newsletter sign-ups.
8. Regularly Review Reports and Insights:
   • Regularly review Search Ads 360 reports and insights related to both conversions and newsletter sign-ups. Monitor the performance of campaigns, keywords, and ad groups to identify trends and areas for optimization.

By implementing these measures, your agency client can gain a more comprehensive understanding of how conversions in Search Ads 360 contribute to users enrolling in the weekly newsletter distribution list. This enhanced tracking and analysis will enable informed decision-making and optimization strategies to maximize the impact of their advertising efforts.