Today, the number of consumers who are constantly on the go and using multiple devices to access the Internet continues to grow exponentially. In fact, a study made in September found out that more than 90% of users move sequentially from one screen to another for everyday activities, including posting pictures and statuses in social networks, shopping, staying entertained, etc. How does this affect online marketing then?
This makes all forms of mobile advertising a great platform to increase brand awareness and strengthen customer relations. However, because of this trend, marketers are eager to see an accurate picture of how their online advertising strategies are driving conversions, which come in many forms: phone calls, visits to shops, app downloads, and online sales made after consumers have consulted their numerous devices. Having a clear insight into these varied purchase paths help marketers optimize online advertising techniques and allocate marketing budget more efficiently.
Google Introduces Estimated Total Conversions
To answer the call of the marketers for a more accurate report, Estimated Total Conversions was introduced for search ads on Google.com.
In order to give companies a clearer picture of how AdWords drives conversions, this feature shows the conversions you see today and provides an estimate of all the conversions completed through multiple screens. The conversions considered in this feature, for now, include online sales. In the future, conversions from phone calls, site visits, and ads on search and display networks will be added.
In other words, the Estimated Total Conversions device will provide a holistic approach on all the conversions driven by your advertisements, which can then be used when making important decisions, like assigning budget across all marketing channels.
As part of Estimated Total Conversions, the estimated cross-device has been introduced. This starts as a click on a search ad on Google.com on one device and then, ends as a conversion on another device.
When someone searches for “pink laptop” on her mobile phone while commuting to work, clicks on a mobile ad for pink laptop, and purchases said item using a PC somewhere; this is a good example of a cross-device conversion. Google algorithm calculates cross-device conversions using sample data from users who access multiple screens on a daily basis.
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