{"id":122498,"date":"2021-12-21T08:45:42","date_gmt":"2021-12-21T08:45:42","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=122498"},"modified":"2021-12-21T08:34:09","modified_gmt":"2021-12-21T08:34:09","slug":"how-to-optimize-your-google-ads-conversion-journey","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/paid-search-marketing-ppc\/paid-search-strategy\/how-to-optimize-your-google-ads-conversion-journey\/","title":{"rendered":"How to optimize your Google Ads conversion journey"},"content":{"rendered":"<h2>Do you understand your Google Ads conversion journey?<\/h2>\n<p>As Ralph Waldo Emerson supposedly said, \u2018Life is a journey, not a destination.\u2019 When it comes to arriving at the right revenue destination for your paid media campaigns, the journey can mean everything. All your <b>creative needs to be focused on your Google Ads conversion journey<\/b>, and the associated ad copy must be clear and actionable. Otherwise, you\u2019ll waste a good portion of your precious marketing budget.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-122512\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_conversion_journey1.png\" alt=\"optimising_googleads_conversion_journey\" width=\"760\" height=\"327\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_conversion_journey1.png 760w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_conversion_journey1-150x65.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_conversion_journey1-550x237.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_conversion_journey1-700x301.png 700w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_conversion_journey1-250x108.png 250w\" sizes=\"(max-width: 760px) 100vw, 760px\" \/><\/p>\n<p>In this post, I\u2019ll first share an example of a typical paid ad conversion journey that misses the mark. Then I\u2019ll share the steps you should follow to make sure your ad messaging and associated landing page have a more \u2018nirvana\u2019 flow - not edgy like the grunge rock band, but smooth like messages and calls to action (CTAs) that seem to read your mind every step along the way.<\/p>\n<p><span style=\"font-weight: 400;\"><div class='postauthor si-guide-block'>\n                <div class='col-md-2 col-sm-12 si-icon-holder'>\n                    <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/digital-marketing-plan-template\/'>\n                  <img src='https:\/\/www.smartinsights.com\/wp-content\/uploads\/2011\/05\/Digital-marketing-planning-template-guide-cover-creator-pdf-106x150.jpg' alt='Free digital marketing plan template'>\n                    <\/a>\n                <\/div>\n                <div class='col-md-10 col-sm-12'>\n                    <p><strong>Download FREE Resource \u2013 Digital marketing plan template<\/strong><\/p>\n                    <p>Our popular marketing planning template built on the Smart Insights RACE planning system.<\/p>\n                    <p>Access the <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/digital-marketing-plan-template\/'>Free digital marketing plan template<\/a><\/p>\n                <\/div>\n            <\/div><\/span><\/p>\n<p>I will also include some paid ad return on investment (ROI) math, and give you an example of an ROI-positive campaign, so you can keep this Google Ads conversion journey metric in mind. After all, <b>high ROIs are the bottom line for your paid campaigns<\/b> (at least they should be!).<\/p>\n<p>If you're looking to paid media to boost leads and sales, it's crucial to ensure that you are planning and optimizing your paid, owned, and earned media effectively. That's where our RACE Framework comes in. Our strategic marketing planning structure enables marketers and managers to identify customer journeys and prioritize spending that drives results.<\/p>\n<p><a href=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/02\/E-commerce-growth-customer-lifecycle.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-158911 size-full\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/02\/E-commerce-growth-customer-lifecycle.png\" alt=\"marketing lifecycle\" width=\"1224\" height=\"680\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/02\/E-commerce-growth-customer-lifecycle.png 1224w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/02\/E-commerce-growth-customer-lifecycle-550x306.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/02\/E-commerce-growth-customer-lifecycle-700x389.png 700w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/02\/E-commerce-growth-customer-lifecycle-150x83.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/02\/E-commerce-growth-customer-lifecycle-768x427.png 768w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/02\/E-commerce-growth-customer-lifecycle-250x139.png 250w\" sizes=\"(max-width: 1224px) 100vw, 1224px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\"><div class='postauthor si-guide-block'>\n                <div class='col-md-2 col-sm-12 si-icon-holder'>\n                    <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/digital-marketing-plan-template\/'>\n                  <img src='https:\/\/www.smartinsights.com\/wp-content\/uploads\/2011\/05\/Digital-marketing-planning-template-guide-cover-creator-pdf-106x150.jpg' alt='Free digital marketing plan template'>\n                    <\/a>\n                <\/div>\n                <div class='col-md-10 col-sm-12'>\n                    <p><strong>Download FREE Resource \u2013 Digital marketing plan template<\/strong><\/p>\n                    <p>Our popular marketing planning template built on the Smart Insights RACE planning system.<\/p>\n                    <p>Access the <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/digital-marketing-plan-template\/'>Free digital marketing plan template<\/a><\/p>\n                <\/div>\n            <\/div><\/span><\/p>\n<p>My intent here isn\u2019t to dive into the details of PPC account management or keyword research. Instead, I\u2019ll focus on the process by which you can arrive at higher-converting creative in a lead-generation context.<\/p>\n<h3>Critique: Shopping for laser eye surgery in San Diego<\/h3>\n<p>I\u2019ll start by critiquing how a laser eye surgery practice sells its services via Google\u2019s Adwords. Imagine that you search for \u2018laser eye surgery san diego, ca\u2019 and land on this search results page:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-122513\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_lasik10.png\" alt=\"Optimizing google ads\" width=\"785\" height=\"478\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_lasik10.png 785w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_lasik10-150x91.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_lasik10-550x335.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_lasik10-768x468.png 768w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_lasik10-700x426.png 700w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_lasik10-250x152.png 250w\" sizes=\"(max-width: 785px) 100vw, 785px\" \/><\/p>\n<p>Note that this ad has the following issues:<\/p>\n<ul>\n<li>The ad leads with a costs savings offer (usually not a good thing to lead with, unless you\u2019re selling a lower-priced commodity product, since it lowers your profit margins).<\/li>\n<li>The call to action (CTA) is \u2018Schedule a Free Evaluation\u2019, which is a \u2018big leap\u2019 for someone just starting to research laser surgery.<\/li>\n<li>Since none of the active links at the bottom - \u2018FAQs\u2019, \u2018Dr. Yaghouti\u2019 and \u2018About Us\u2019 - are the primary CTA, they don\u2019t drive visitors toward the conversion goal.<\/li>\n<\/ul>\n<p>Clicking on this link takes the visitor to this landing page:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-122514\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_lasik11.png\" alt=\"landing page\" width=\"1134\" height=\"603\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_lasik11.png 1134w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_lasik11-150x80.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_lasik11-550x292.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_lasik11-768x408.png 768w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_lasik11-700x372.png 700w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_lasik11-250x133.png 250w\" sizes=\"(max-width: 1134px) 100vw, 1134px\" \/><\/p>\n<p>Note at this next step in the experience that:<\/p>\n<ul>\n<li>The phone number is required, which may be a roadblock (a significant percentage of visitors will not want to provide this).<\/li>\n<li>The \u2018Claim Offer\u2019 action (orange button) makes this form \u2018all about the $1000 discount\u2019, when out of pocket costs may be a bigger concern for many prospects.<\/li>\n<li>There\u2019s a lot of \u2018fine print\u2019 below the form, which inevitably will raise suspicion.<\/li>\n<\/ul>\n<p>The below screenshot shows what appears lower on the page. The copy in the red box is great, but won\u2019t be seen by many visitors because it\u2019s outside the initial view. The call to action (\u2018Call for Free Evaluation\u2019) is there, but it\u2019s visually separate from the phone number. Besides, in this age of the self-service Web, can they really expect many people to make a phone call?<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-122516\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_lasik12.png\" alt=\"below the fold landing page\" width=\"985\" height=\"382\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_lasik12.png 985w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_lasik12-150x58.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_lasik12-550x213.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_lasik12-768x298.png 768w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_lasik12-700x271.png 700w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_lasik12-250x97.png 250w\" sizes=\"(max-width: 985px) 100vw, 985px\" \/><\/p>\n<p>I\u2019m not sure how much Dr. Yaghouti\u2019s practice is paying for this campaign, but it\u2019s clearly not as effective as it should be. Let\u2019s now talk about the steps needed to make it connect - and convert - better.<\/p>\n<h3>Steps to getting a higher PPC Google Ads conversion journey<\/h3>\n<p>Just like achieving a higher level of mindfulness takes practice, you\u2019ll have to put in some practice to optimize your PPC campaign experiences. In general, you should seek to improve the continuity or \u2018flow\u2019 of the user experience for your paid ads - that is, to make the ad - landing page - conversion action path as smooth as possible.<\/p>\n<p>Follow these steps to make this happen:<\/p>\n<ul>\n<li>Choose your conversion goal<\/li>\n<li>Craft a clear ad headline<\/li>\n<li>Deliver the promise on your landing page<\/li>\n<li>Check the creative for continuity<\/li>\n<li>Deploy the ad<\/li>\n<li>Continually test ad variations<\/li>\n<\/ul>\n<p>Bear in mind that the conversion goal for this particular ad <b>may not be your ultimate conversion goal<\/b> - but it should definitely be on the path to building higher levels of trust and commitment which are key funnel filling activities, as demonstrated below.<\/p>\n<p><a href=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/12\/RACE-icon-1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-158443 size-full\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/12\/RACE-icon-1.png\" alt=\"Omnichannel Marketing funnel\" width=\"1000\" height=\"600\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/12\/RACE-icon-1.png 1000w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/12\/RACE-icon-1-550x330.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/12\/RACE-icon-1-700x420.png 700w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/12\/RACE-icon-1-150x90.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/12\/RACE-icon-1-768x461.png 768w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/12\/RACE-icon-1-250x150.png 250w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\"><div class='postauthor si-guide-block'>\n                <div class='col-md-2 col-sm-12 si-icon-holder'>\n                    <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/digital-marketing-plan-template\/'>\n                  <img src='https:\/\/www.smartinsights.com\/wp-content\/uploads\/2011\/05\/Digital-marketing-planning-template-guide-cover-creator-pdf-106x150.jpg' alt='Free digital marketing plan template'>\n                    <\/a>\n                <\/div>\n                <div class='col-md-10 col-sm-12'>\n                    <p><strong>Download FREE Resource \u2013 Digital marketing plan template<\/strong><\/p>\n                    <p>Our popular marketing planning template built on the Smart Insights RACE planning system.<\/p>\n                    <p>Access the <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/digital-marketing-plan-template\/'>Free digital marketing plan template<\/a><\/p>\n                <\/div>\n            <\/div><\/span><\/p>\n<h3>Choose your conversion goal<\/h3>\n<p>Let\u2019s consider the Lasik surgery sales scenario again. What do your prospective customers really want from you? If I were considering laser surgery (which I actually have recently), I would want to:<\/p>\n<ul>\n<li>Know who Lasik surgery is most suitable for<\/li>\n<li>Know the credentials of the eye surgeon<\/li>\n<li>See the procedure\u2019s success rates (to ease my fears about risk)<\/li>\n<li>Understand if there\u2019s any pain or discomfort involved (again, to ease my fears)<\/li>\n<li>Know my out-of-pocket costs (and if and how insurance will help offset it)<\/li>\n<\/ul>\n<p>Since Lasik isn\u2019t a cheap procedure, let\u2019s further assume that the goal of the PPC campaign is to generate leads. So you\u2019re more interested in getting qualified prospects to submit a form so that you can follow up with them than you are in scheduling appointments. Why? Because you know that, especially at this price point, <b>your conversion funnel is a multi-step process, not a one-shot action<\/b>.<\/p>\n<p>And since your prospects are more likely to engage and convert when they are informed and their emotional concerns have been addressed, you decide that you want this campaign to steer visitors towards a 60-second \u2018Lasik Basics\u2019 video.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-122517\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_video_ad1.png\" alt=\"lasik eye surgery video ad\" width=\"760\" height=\"383\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_video_ad1.png 760w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_video_ad1-150x76.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_video_ad1-550x277.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_video_ad1-700x353.png 700w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/08\/optimising_adwords_markhall_video_ad1-250x126.png 250w\" sizes=\"(max-width: 760px) 100vw, 760px\" \/><\/p>\n<h3>Craft a clear ad headline<\/h3>\n<p>As with all marketing, your ad should highlight a unique selling proposition (USP) and call to action for your eye surgery solution.<\/p>\n<p>In this case, rather than just rattle off one or more USPs, you decide to answer some of the top questions you hear every day when someone calls your office or posts questions to your Facebook page. You create an ad that simply says:<\/p>\n<p><b><i>Is Lasik right for you? Watch our 60-second video.<\/i><\/b><\/p>\n<p>This copy states your promise clearly and succinctly. And it stands out relative to the other headlines on the search results page.<\/p>\n<p>Clicking this ad takes the visitor to your ad-specific landing page.<\/p>\n<h4><strong>Deliver the promise on your landing page<\/strong><\/h4>\n<p>You\u2019ve created an expectation in the mind of your visitor. Now it\u2019s time to deliver on that promise. Create a lead-generation type landing page that includes:<\/p>\n<ul>\n<li>A form with a minimum number of entries (full name, email)<\/li>\n<li>A \u2018Watch the video now\u2019 call to action<\/li>\n<li>Trust reassurances - for example, Global Laser Vision was a \u2018Patient\u2019s choice Winner\u2019 in 2015<\/li>\n<li>Mention that Dr. Yaghouti has performed over 75,00 successful procedures<\/li>\n<li>Testimonials from several happy customers<\/li>\n<li>Assurances that you won\u2019t spam your prospect\u2019s Inbox<\/li>\n<\/ul>\n<p>For desktop visitors, the most effective layout is typically placing copy on the left and the form on the right, with background shading behind the form. For mobile visitors, it\u2019s best to place the copy above the form, since building value and trust will increase the form fill rate.<\/p>\n<p>If you\u2019re unsure how to construct a good landing page, platforms like Unbounce are a great place to start since their customer partners have tested and optimized hundreds of such pages. And they have a large number of templates to choose from, so you can find one that best fits your business model and goals.<\/p>\n<h3>Continually test and optimize<\/h3>\n<p>A great thing about Google Adwords is it has a <a href=\"https:\/\/support.google.com\/google-ads\/answer\/6261395?hl=en-GB\" target=\"_blank\" rel=\"noopener\">built-in split-testing tool<\/a>. So after you let this new ad run for a couple of weeks (or longer, depending on your traffic levels and click-through rates), test this headline and description against a couple of alternatives.<\/p>\n<p>Within a month or so in most cases you\u2019ll know which version performed best, and thus will generate the highest Google Ads conversion journey.<\/p>\n<h3>Get some bonus ad exposure<\/h3>\n<p>If you decide to produce a video for your lead-generation purposes, you\u2019ll get some nice bonus benefits for your other marketing channels. For example, you can:<\/p>\n<ul>\n<li>Post the video on YouTube, and create a video campaign around it, with a similar call to action and keywords.<\/li>\n<li>Post the video to your Facebook, Twitter, or other social media page for wider reach.<\/li>\n<li>Feature your video prominently on your website\u2019s home and entry pages.<\/li>\n<li>In this way, you\u2019ll get a bigger return on your PPC ad investment.<\/li>\n<\/ul>\n<h3>Example: Paid ad conversion ROI math<\/h3>\n<p>When it comes to PPC campaigns, the ultimate question is: How much does the ad click-through move the needle for your primary conversion goal?<\/p>\n<p>For the seller of Lasik surgery let\u2019s assume that:<\/p>\n<p>The cost per click (CPC) on the ad is $18<br \/>\nThe value per lead submitted (VPL) is $50 (because you\u2019ve found that one out of ten of these leads eventually becomes a customer who pays $5000 for laser surgery and associated services).<\/p>\n<p><strong>ROI = (VPL - CPC) \/ CPC [expressed as a ratio]<\/strong><\/p>\n<p><strong>ROI = ($50 - $18) \/ $18 = 1.78X<\/strong><\/p>\n<p>In many organizations, the minimum acceptable ROI ratio was 1.5 for one-time purchases, because that provided a sufficient profit margin when accounting for PPC team overhead costs. For repeat-purchase products (e.g. subscriptions, consumables), ROI ratios of 1.2 or higher may be acceptable, since you\u2019re likely to earn more revenue from these customers over time.<\/p>\n<p>Plug in your numbers to quickly see how your revenues will grow with modest traffic levels and conversion lifts.<\/p>\n<p><span style=\"font-weight: 400;\"><div class='postauthor si-guide-block'>\n                <div class='col-md-2 col-sm-12 si-icon-holder'>\n                    <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/digital-marketing-plan-template\/'>\n                  <img src='https:\/\/www.smartinsights.com\/wp-content\/uploads\/2011\/05\/Digital-marketing-planning-template-guide-cover-creator-pdf-106x150.jpg' alt='Free digital marketing plan template'>\n                    <\/a>\n                <\/div>\n                <div class='col-md-10 col-sm-12'>\n                    <p><strong>Download FREE Resource \u2013 Digital marketing plan template<\/strong><\/p>\n                    <p>Our popular marketing planning template built on the Smart Insights RACE planning system.<\/p>\n                    <p>Access the <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/digital-marketing-plan-template\/'>Free digital marketing plan template<\/a><\/p>\n                <\/div>\n            <\/div><\/span><\/p>\n<h3>Summing Up<\/h3>\n<p>If paid advertising is one of your core marketing channels - and it increasingly is due to frequent algorithm changes at Google and Facebook - it\u2019s time to craft your paid ads and user experiences more carefully. Rather than just track cost per click (CPC) or cost per acquisition (CPA), you should focus on the more relevant metric: the return on investment (ROI) of your paid campaigns.<\/p>\n<p>By following these steps, and tailoring your message to addressing top questions and concerns, you will improve your Google Ads conversion journey and capture more leads for your follow-up email and video marketing efforts. Unless you\u2019re a direct response marketer, don\u2019t be greedy and ask for the sale too soon. Instead, strive to <b>capture fewer but more qualified leads<\/b> that will convert at a much higher rate further down your funnel.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Do you understand your Google Ads conversion journey? As Ralph Waldo Emerson supposedly said, \u2018Life is a journey, not a destination.\u2019 When it comes to arriving at the right revenue destination for your paid media campaigns, the journey can mean &hellip;..<\/p>\n","protected":false},"author":330233,"featured_media":122512,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[312],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to optimize your Google Ads conversion journey | Smart Insights<\/title>\n<meta name=\"description\" content=\"Do you understand your Google Ads conversion journey? Optimize your customer journeys to increase your ROI get started today.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.smartinsights.com\/paid-search-marketing-ppc\/paid-search-strategy\/how-to-optimize-your-google-ads-conversion-journey\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to optimize your Google Ads conversion journey | Smart Insights\" \/>\n<meta property=\"og:description\" content=\"Do you understand your Google Ads conversion journey? 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