We’re excited to announce the launch of our new sister website: Financial Services Marketing.
The time to commit to online transformation and digitization for financial advisors is now. We’re here to help.
We work with over a dozen financial services companies.
They range from independent financial advisors with smaller assets under management (AUM) to large MGAs with 1000s of advisors in BC and Canada.
This article summarises the insights from our digital marketing campaigns.
Why button clicks?
They’re a common element used in CTAs (lead call-to-action) as well as form submissions (think, “apply now”, “learn more”, “get a quote today!”)
But before you read any further you might be asking yourself, “what the heck are conversion events and why should I care about setting them up?”
Good question ma’ams and sirs. Here’s the answer:
Conversions are your bottom line.
They’re the end result you’re trying to produce with your marketing campaign.
These are the events that you’re paying the big bucks for.
While Google Ads automatically generates metrics for your Ads like impressions, clicks, click-through rates and cost-per-click, they won’t tell you which Ads are generating leads. This requires a custom setup and is absolutely essential for creating and measuring a successful campaign.
You need to set conversions up (or have a professional do it for you).
There are 2 very important reasons you need to configure conversions:
#1 – The first is more obvious than the second. To measure campaign effectiveness (What’s your ROI & ROAS) and on a more granular level, how effective each specific Ad Group, Ad and even keyword is.
Without conversion events set up you might (scratch that…probably WILL) be misled.
You’ll have to rely on impressions, clicks and click-through-rates.
Sometimes these metrics can be a decent proxy for actual leads and sales, but often they’re not (you ever hear anyone say, “I’m getting tons of clicks to my website but no leads!”)
#2 – The second reason might be less obvious but it’s just as important.
When you initially set up a Google Ads campaign it is auto-configured to adjust bids for clicks.
In other words, it automatically changes bids and places ads that maximize clicks to your site.
This isn’t ideal (although sometimes it can be a good place to start a campaign while you collect initial intel)
You want to bid for conversions.
If you don’t have conversion events configured in Google Ads you won’t be able to do this.
If you’re not bidding for conversions you’re paying good money for clicks that could very well be irrelevant, unengaged or otherwise have a very low chance of converting to leads.
So without further ado, a step-by-step process for deploying the magic of Google Tag Manager to help you set up and measure conversion events in both Google Analytics & Google Ads.
A) Make sure you have a Google Tag Manager (GTM) account and container set up for your website. (it may also be helpful to have Chrome Tag Assistant installed)
B) Make sure you have Google Analytics & Google Ads accounts set up
A) Configure Variables
B) Set up a generic click trigger
C) Click the “Preview” button on the top right hand corner
A) Test that the generic click trigger is working
B) Find the Click Variables for the button you want to track
A) Turn generic trigger into specific trigger
**If you want to measure as event in Google Analytics:
B) Set up a Tag
C) Connect Your Tag to a Trigger
A) Check to see that specific trigger fires
A) Check to see that your event is being measured
**If you want to set up as Google Ads Conversion
A) Get Google Ads Conversion ID & Conversion Label
A) Set up Trigger
B) Set up Tag
C) Finally, Publish Version to Google Tag Manager!
*To Make sure this Tag is also firing properly head over to your website and click on your outbound link button.
Ira is North Shore Digital’s Co-Founder & Director of Product. Ira takes a data-driven approach to your website experience and campaign management.
In this video that is less than 2 minutes long, I tell you why you should give Google ads a try and which kind of websites or campaigns they work best with…
I’m going to start with another question…
What percentage of all online experiences begin with a search engine?
The answer is 93% (at least according to Brainstation)
But what if you don’t appear on page one of Google for your keywords? Perhaps your SEO sucks?
Well… this is where Google Ads can help.
At North Shore Digital we typically use Google ads in 3 ways:
We do account setup, design brief, optimization and monthly analytics/reporting.
For e-commerce, we don’t get paid unless you sell products and your return on ad spend is at least 100%. It’s virtually risk free!
If you know anybody interested in Google ads, let me know or visit this page for full details on our Google ad plans:
Andrew Jackson lives on the North Shore and does SEO and digital marketing for a living. He is passionate about footy, DJing, craft beer, and of course, his family. He is married with 3 lovely daughters.