Set up conversion tracking on your website: Conversion tracking can give you insights to optimize your campaign performance. Conversions will show you what happens when a customer interacts with your ads – whether they purchase a product, sign up for your newsletter, call your business, or download your app. When a customer completes an action that you’ve defined as valuable, this action is counted as a conversion. To enable conversion tracking: Use Smart Bidding strategies: Automated bidding uses advanced machine learning to optimize the right bid for every ad auction. The majority of advertisers use some type of automated bidding because these bid strategies can boost performance, while saving time from manually adjusting bids. Smart Bidding is a subset of automated bid strategies that optimizes for conversions or conversion value. To access Smart Bidding, you’ll have to first set up conversion tracking. Once you’ve set up conversion tracking on your website, edit your campaign’s settings to use a conversion-based bidding strategy. Expand your targeting: Targeting your ads to a small city or a few keywords can prevent your campaign from serving to customers. Alternatively, targeting to an area that is too large may bring irrelevant traffic to your website. Target locations where your customers are, not just where your business is located. Let’s say you run an e-commerce website. You’d want to target all the locations that you ship to, not just where your business is physically located. Regardless of how great your ad is, it probably won’t perform as well if it doesn’t appear in the right places. Keep in mind, you can adjust your location targeting settings at any time.
Design your Display ads so that they directly relate to what your customers want to buy. Your display ad should mention exactly what your customer wants to buy. Here’s an ideal scenario: Someone searches for “24-hour flower delivery lilies.” They then they visit a site on the display network, and see an ad with the headline “Order lilies fast – 24-hour flower delivery.” They click the ad and go straight to the flower site, where they complete their order.