How to Add Google Ads Conversion Tracking [Do it, or Lose Out]

How to Add Google Ads Conversion Tracking [Do it, or Lose Out]

Want to launch and manage your Google Ads campaigns like a pro? Learn how to add Google Ads Conversion tracking below 👇

Google Ads Conversion Tracking is a great way to know what percentage of your traffic is actually converting.

This knowledge allows you to make informed decisions about the best way to market your business online, which ultimately leads to more conversions and revenue.

But the goodness doesn’t just end there. Just by putting conversion tracking up, you can go far beyond the usual “trial-and-error” approach most businesses make while running campaigns on Google Ads.

  • Your conversions data helps Google collect and process more information about the kind of people who are likely to convert for your business.
  • Google Smart campaigns (that leverage the power of artificial intelligence and machine learning to harness all that data Google has to show your ads to just the right target audiences.
  • Check out this step-by-step guide on how to add Google Conversion Tracking code or tags into your website.

What is Google Ads Conversion Tracking?

By adding a piece of code (the Google Ads Tracking Code) to the final pages of your website (which look more or less like /thank-you or /thanks), you let Google know that a conversion has happened, thanks to the ad campaigns you are running.

That’s basically what Google Ads Conversion tracking is all about, on the surface. Of course, there’s a lot more that it helps with than just that.

Why you should use conversion tracking?

Conversion tracking helps you find out which ads are the most effective and how much money you’re spending on advertising. It also provides a benchmark for future conversions so that you can optimize your ad spend to get more sales.

Not only that, Google also uses the data on your “conversions” and helps:

  • Track your ad campaigns spend and returns more accurately. This way, you’ll also be able to use several other bidding strategies available to you such as tCPA (Target CPA) and tROAS (Target Return on Ad Spend)
  • Launch ultra-smart smart ad campaigns that’ll use all the data, machine learning, and artificial intelligence prowess that Google has.
  • Helps you tap into and unleash the reach that all the Google properties available (such as Google Display partners, YouTube, Gmail, and more).

What Do you Need For Google Ads Tracking?

You will need:

  • A Google Ads account (if not, sign up)
  • Add the code provided to your website without using a tag manager
  • Use the Google Tag Manager to setup Google Ads Tracking for Conversions.
  • Place the code on your site by hand (for advanced users)
  • A way to add the Google Ads conversion tracking code to your website and/or your landing pages

Looking for the best ways to building landing pages? Check out these three tools below:

Unbounce (Get special offer)



How to Add Google Ads Tracking Code

Wondering how to set up Google Ads Conversion tracking code? There are three ways to do it.

First, there’s always the option of adding the tracking code to your site manually. Just pick the two pieces of code and add it to the head section of your website (both the codes, one below the other).

Second, have your developer or your digital marketing person do it for you.

Third, use the Google Tag Manager.

Here’s a video on how to add the Google Ads Tracking code to add the code by using the Google Tag Manager.

Test and monitor to see if Google Ads is Tracking conversions

If you use the URL tracking method (a conversion is tracked when your leads or customers reach a specific URL (like, you can immediately visit that page to speed up the process of “verifying” if your conversions are being setup right.

Alternatively, wait for some leads to sign up or purchases to happen on your site to check if your conversion setup for Google Ads is working.


  • You’d have to set up separate conversion events for each of the different types of campaigns you run.(one conversion event for calls, another one for lead generation, and another one for sales).
  • If you use landing page software such as Unbounce, Instapage, LeadPages, or Clickfunnels, you’d have to add the main tracking codes and the accompanying codes to each of the landing pages you create (most of these landing page tools allow you to set up the code once so that you don’t have to repeat the process).
How to Retarget On Facebook (& Grow Your Business)

How to Retarget On Facebook (& Grow Your Business)

Wondering what the heck retargeting is? Want to Learn how to target on Facebook, and bring visitors back to turn them into customers? Learn more 👇

Retargeting is a powerful tool that allows you to reach potential customers who have visited your website but haven’t made a purchase. It’s a cost-effective way to increase conversions on your website, while also generating more revenue for your business.

In this blog post, we will discuss the following:

Benefits of Retargeting

How Facebook Retargeting Works

Steps for Retargeting Campaigns on Facebook

Let’s go:

Benefits of Retargeting

More than 80% of your customers visit your website and leave without taking any action. They just read.

They come. They leave. Most never come back.

Given that you work so hard to try to get traffic to your website, this is almost being careless with your business.

Retargeting helps you:

  • It’s even more effective than classic advertising or PPC campaigns when it comes to conversion rates.
  • You can show someone a product on your website and then follow them around the web with ads until they buy it from you or another retailer. Retargeting is like old-fashioned in-person salesmanship but, instead of being limited by geographic location, the seller has a global audience at their fingertips.
  • Make your website (and hence business) more accountable
  • Build a database of valuable leads and prospects that you can follow up with in the future
  • Find new customers through social media campaigns. By retargeting, you have access to people who might not know about your product or service but are interested in what they see. Once these potential customers visit your website, you can then retarget to them.
  • Retargeting success stories show that retargeting outperforms traditional marketing strategies and is a must for all businesses who want to succeed in this digital age.

Learn How To Retarget On Facebook

Retargeting works thanks to the Facebook Pixel. Once you place the Facebook pixel (the base code) and event codes (highly recommended), Facebook tracks, maintains, and builds audiences on the Facebook platform.

When you do retargeting ads, you are specifically targeting to these audiences (and not everyone on Facebook).

While you create the audiences, Facebook builds them according to the parameters you set.

Facebook Retargeting is an effective way to reach your target audience because it’s personalized and has a strong return on investment.

The Facebook Ads Manager platform allows you to create ads that are optimized for one of four audiences: people who like our page; people who have interacted with your website in the past, such as by visiting another website or watching a video; people who live in a certain location, such as a zip code or country; and everybody else (called “custom audiences”).

There are four ways to retarget on Facebook.

  • Simple or Complex audiences: You can create an ad that only shows up for users who have visited your website but never bought anything from you. You can target everyone who visits your website or those that follow certain URL paths (such as those who read your blog posts, check out your pricing page, and then exit).
  • Lookalike audiences: Create “sets” of completely new people similar to the “audiences” you create (such as website visitors, email subscribers, customers, and more). This is called a “lookalike audience” and will include people who are similar to your website visitors (Facebook finds these audiences for you, based on the mind-blowing data they have available).
  • Other audiences: You can also build specific audience sets such as email subscribers, past customers, people who watch your videos, your Facebook fan page followers, Instagram followers, and more.

Basic Steps For Retargeting On Facebook

Time needed: 1 day.

The first step is to build your audiences on Facebook. While Facebook builds these audiences for you, planning ahead and thinking about these audiences is extremely important to get your campaigns right. Learn how to build audiences, creating retargeting campaigns, build creative ad content that just works, and learn how to measure the effectiveness of your retargeting campaigns on Facebook.

  1. Build your audience

    The first step for retargeting is to build your audience. After you add the Facebook pixel to your website, Facebook automatically starts building an audience for you.

    Once your audience size is big enough (doesn’t have to be too big), you can start using these audiences for retargeting campaigns

  2. Create your campaign

    Your retargeting campaigns shouldn’t be the “same” as your regular paid ad campaigns (although retargeting campaigns are also paid ads).

    As for campaign creation, you’ll follow the exact steps that you’d take to create normal PPC campaigns (except that the audiences you choose are specific and the ads (design, copy, and landing pages) are more targeted as well.

  3. Build creative ad content

    For your ad content, address your potential visitors, customers, or audiences directly (depending on what they do on your site and the types of audiences you build).

    Assume that you have a lead magnet that you normally give away (and this marks the start of your funnel). People visit, read your blog, but don’t sign up.

    Create specific ads to have your visitors come back and sign up for the free lead magnet (could be an online course, a discount coupon, an eBook, a white paper, a PDF checklist, or whatever it is that you give away).

    Let’s say that your ads are created to bring back visitors to your product pages who “viewed” didn’t add to cart or purchase.

    You’d then create ads to specific have people come back to complete the purchase. Now, you’ll have to “entice” those people who just left. For eCommerce (includes services, digital products, paid videos, online courses, and memberships), use a discount coupon (use it strategically) to have people take interest in your offer.

  4. Test your campaigns

    Since you never know which of the combinations above actually work (just being creative or confident isn’t enough), split testing (or A/B testing) is a good way to measure the efficacy of your campaigns.

    Facebook has a built-in tool (right where you create ad campaigns) for A/B testing your ad variations.
    Build out ad sets (with ads in pairs within each ad set) to start testing your campaigns as they run.
    Collect data, analyze your campaigns, and tweak (or make changes) as needed.

    Note: For taking any decisions based on A/B testing, you’ll need considerable data. You can’t make decisions based on 100 visits or 3 sales. Please keep your tests going for long enough for the data to gain enough statistical significance.

Interested in learning more?

Sign up for the complete course on [Pre-launch] Retargeting course (covering retargeting tactics, campaign creation, and the exact steps to take on major platforms such as Facebook and Google).

Bonus: Also learn how to use Adroll for Retargeting campaigns.

Quora Advertising: Do This Before You Launch

Quora Advertising: Do This Before You Launch

Audiences are everything when it comes to your PPC campaigns (it holds good for your Facebook Campaigns, Google Ad Campaigns, LinkedIn Campaigns, and also for Quora Advertising Campaigns).

Without audiences, you are literally shooting in the dark. You don’t know who you are targeting, you have no control on your PPC campaigns, and you’ll only drain your ad budget before concluding that it won’t work for you.

When it comes to Quora Advertising, it’s important to get traffic to your website first so that you have an opportunity to create laser targeted, smart, and effective campaigns that’ll work for your business.

As Joe Martinez of WordStream writes, you’ll have an opportunity to know the population of your own audiences who are also on Quora. Plus, you’ll have an opportunity to build custom audiences (based on traffic or by loading the Quora Pixel on specific pages).

You’ll also be able to “list match” your audiences, build lookalike audiences on top of existing audiences, and so much more by just uploading the Quora Pixel properly.

On top of everything else, it’s important to note that Quora advertising is contextual advertising. Your ads show up on pages that have people discussing burning questions that relate to your business.

Of course, you also have the option of actually writing out thoughtful answers on Quora first and then use the “Quora Promoted Answers” ad unit to promote your answer (instead of an ad).

Quora Advertising holds promise. But then, it won’t work if you don’t put in the effort first. ( Learn more about Quora ads from my online course on Udemy now)

Watch this video to learn more about what you need to do before you jump into Quora Advertising:

Quora Ads

Retargeting Stats 2020 You Can’t Just Ignore

If these retargeting stats 2019 are anything to go by, you’d find it impossible to ignore retargeting as an essential part of the overall marketing mix for your business.

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If you are already doing PPC advertising such as Google Ads, Facebook Ads, Quora Ads, LinkedIn Ads, and Pinterest Ads to get traffic from targeted audiences for your business, retargeting is something that you just can’t ignore.

Since more than 90% of all your visitors actually leave without doing anything on your site (for whatever reason), the onus is on you (or your marketing team) to get these visitors back to:

There are various ways you can do retargeting and there are several platforms such as Google Ads (Including the Google Display Network and with features such as using Remarketing Lists For Search Ads). Or you could do retargeting on Facebook, On LinkedIn, and by using Quora Ads too.

Even if you aren’t planning to use Retargeting right away, you’d have to still build & manage audiences for retargeting (on any or all of the platforms available to you) since you’d essentially need these audiences (created within platforms such as Google Ads, Facebook Ads, and Quora Ads) to use whenever you are ready.

Remember that you’d need dedicated campaigns for retargeting — such as using dedicated landing pages for retargeting offers, separate sets of ads (and creative), and more.

To launch successful retargeting campaigns, you’d have to do more than just throw money at the wall and then spray and pray.

Also Read:

How to Start Retargeting Like a Champ

7 Cardinal Rules For Retargeting You Should Follow

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39 Best Facebook Ads Resources That’ll Make You a Pro

39 Best Facebook Ads Resources That’ll Make You a Pro

Facebook Ads aren’t as straightforward as it might look like. That’s why you need a constantly updated list for Facebook Ads Resources covering everything you need to know. For several business owners, advertising on Facebook still feels like donating untold sums of money to charity or maybe even gambling. 

That’s because to do Facebook ads right, you’d need: 

  • A good online presence (what happens when your prospects want to take a peek behind your ads? What if they set out to see who you really are? Do you have blog posts? Do you have a social presence (besides Facebook, of course)? 
  • Great offers as a starting point for your landing pages & sales funnels (and that is assuming you have sales funnels in the first place). 
  • A certain plan, a structure, and a method to how you do your Facebook Advertising (No, setting up and launching campaigns willy-nilly doesn’t count). 
  • Time, resources, and money: No one succeeds with Facebook ads by launching a campaign for a few hours, a few days, or even a few weeks. Facebook needs time to make your campaigns work (and anyone who told you otherwise is an idiot). 

Earlier, I wrote about why you should focus on Facebook ads, that it’s not a magic wand (and you’d do better if you set your expectations right), several examples of Facebook Ads done right, and more. 

But learning never really ends, does it? There are so many awesome resources out there for you if you set your mind to learn the nitty-gritty of Facebook ads, as it were. Here are several resources you can make use of to master the art of Facebook Ads.

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Facebook Ads

Just starting out with Facebook? It helps to dig into basics right away before spending your pretty penny on Facebook (because you’ll crash and burn, that’s why). Understand how Facebook advertising works, what you need to get started and more: 

Read: A Step-by-Step Guide to Facebook Advertising For Beginners  By Shopify

No, Facebook advertising won’t make you rich right away (or maybe it will, but that’s not for me to say). Set your expectations right when you are about to get started with Facebook Ads. Not setting the right expectations will lead you onto a road where there’s no end, tons of despair, and only oodles of disappointment. 

Read: What to Expect From Facebook Ads (Is FB Ads Right For You?) By fetchprofits

This “always current” blog post from Adespresso gives you a complete picture on just how much Facebook Advertising costs (across geographic regions, types of ads, targeting, placements, and more).

Read: Understanding Facebook Ads Cost: 2018 (& 2019 Benchmarks) By Adespresso

While you are on the topic of Facebook Ads costs, it might make sense to quickly go through a few tips to spend less and make more from your Facebook advertising campaigns: 

Read: Facebook Ads Expensive? Top Tips to Spend Less & Make More  by fetchprofits

Still wondering about Facebook Ad costs? 

Alfred Lua of Buffer has gone into more detail about How much Facebook Ads cost (per country and more), and about how Facebook’s auction system works, all in a bid to help you understand how Facebook charges you for campaigns.

Read: How Much Does Facebook Advertising Cost? The Complete Guide to Facebook Advertising Pricing

Chances are that you might have already launched Facebook ad campaigns. There are also chances that your ads might not be working the way they should.

The team at Falcon sat down with David Lorentzen to delve deep into a few aspects of Facebook ads you shouldn’t have missed in the first place such as to read deep into Facebook data (& Analytics), making strategic choices, mastering the art of targeting on Facebook, and more. 

Read: The Evergreen Guide to Launching a Facebook Advertising Strategy by Falcon (@FalconIO) 

Thanks to the over expectations of small business owners (agencies and freelancers have a large role to play in this), Facebook ads (and also Google Ads and Quora Ads) are expected to be some magic wand. Like, launch a campaign and get rich in a week flat.

That’s not going to happen. So, as far as Facebook ads strategy is concerned, don’t ask for too much. 

Read: Facebook Ads Strategy: Don’t Ask For Too Much by fetchprofits 

As the team at Adespresso puts it,

“Running ads on Facebook can make your entrepreneurial dreams come true or can be a nightmare. It all depends on your Facebook Advertising Strategies.”

To succeed with Facebook ads, you need a business and marketing strategy. Oh, you also want tons of ideas constantly shifting in your head. To start with, there are at least 12 ideas to make your Pay Per Click campaigns on Facebook work harder. 

Read: Facebook Advertising Strategies: 12 Facebook Pay Per Click Ideas for High-ROI Campaign  by Adespresso

There’s nothing like a little inspiration for your Facebook Ads every now and then.

Plus, you’ll also learn a lot about how to use visuals (images), carousels, videos, and write killer copy for your ads. Heck, you could just steal this stuff and make it your own (for your brand, your offers, and for your campaigns). 

Here’s some inspiration going for you: 

Read: Facebook Ad Examples That Hit the Ball out Of The Park 

If you are aching for even more inspiration than just a few blog posts (such as those listed here), you can also check out Adespresso’s Facebook Ad Examples and Facebook Ad Gallery

Reaching out to your ideal audience on Facebook is possible. But to do that, you’d need to not only manage your audiences better but also manage your budget. 

Your budget could evaporate, however, if you don’t pay attention to a few things such as not targeting too big a target audience, not excluding audiences you should have excluded, forgetting all about lookalike audiences, or not paying attention to the powerful strategy that retargeting is. 

Maria Toft from Falcon has a crispy post on avoiding Facebook ad mistakes below. 

Read: 5 Typical Facebook Ad Mistakes That Are Hurting Your Budget by Falcon (@FalconIO)  

Not all Facebook ads are built equal. Depending on your business, use cases, objectives, and the stages of the funnel your prospects are, you’d have to use different ad types available on Facebook. Here’s some insider input on Facebook creatives & when to use them: 

Read: Facebook Creative That Converts (How & When To Use Different Ad Types) by Shopify

At some point, provided you kept working on your Facebook ads, a time will come when your problem will be to scale up your campaigns. Here’s a post on Shopify that helps you learn how to expand your target audiences, building your funnels, segmenting your audience, and more. 

Read: How to Scale Your Facebook Ads (While Maintaining a Healthy ROAS) 

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Facebook Lead Ads

Looking for basics on Facebook Lead Ads? Too much information online about Facebook lead ad basics bothering you? Read up on this comprehensive post by the teams at HubSpot and Buffer and get started with Facebook Lead Ads Already 

Read: How to Setup Facebook Lead Ads by HubSpot 

Running Facebook Lead Ad campaigns is not enough. Facebook connects with a few popular CRM tools and email service providers. If you are not lucky, however, you’d need to import your leads manually.

Thankfully, you have smart ways to dynamically import leads to your email marketing services providers such as Drip, ConvertKit, or MailChimp. 

Read: Top Options to Connect Facebook Lead Ad Campaigns To Your CRM 

Facebook Video Ads

It makes sense to learn about Facebook Video Ads from a team that has created software to build Facebook Video ads (among others).

The team at BannerSnack took the trouble to go deep into how to create and launch your Facebook Video Ad campaigns including information such as how to create campaigns, the video formats you should be using, and more. 

Read: Step-by-Step Guide to Create & Launch Facebook Video Ads By BannerSnack 

Looking for a complete guide on Facebook ads by people who practically live, eat, and breathe Facebook video ads? The expert team at Adespresso created this guide (everyone needs this stuff) for Facebook ads (for marketers and entrepreneurs alike). 

Read: Facebook Video Ads: The Guide Marketers are Looking For (Strategies Included)

If you are launching Facebook ad campaigns, using video ads for Facebook is a no-brainer.

Hey, if you don’t have big Hollywood budgets and roving teams with tripods and cameras to do videos for your business? You don’t need that. 

There are video creation tools that you could use to create regular videos (for Youtube, For your online courses, or for creating videos as lead magnets), here are some specific Facebook video ad creating tools you could use right away

Read: How to Create Facebook Video Ads (& Not Break The Bank) by fetchprofits

You don’t wade into the Facebook Video Ad waters without hearing from the experts on Facebook Video Ads best practices first.

The team at Falcon has a few tips on Facebook video ads best practices for you first such as the need to grab attention earlier, to make a good impression with your brand, focusing on sound-off views, and more. 

Read: Facebook Video Ads: 15 Essential Best Practices for 2019 By Falcon 

Need some inspiration for Facebook video ads? Karola Karlson has painstakingly put together several Facebook video ad examples for you to be inspired from. If that’s not enough, Karola also has another 142 best facebook ad examples.  

Don’t ever complain that you don’t have resources for inspiration now, will you? 

Read: 21 Facebook Video Ad Examples (2019 Guide) by Karola Karlson 

Facebook videos get over 8 billion views, on a daily basis collectively. Now, let that sink in for a moment.

Instead of scratching your head about what kind of videos to create for your Facebook Video ads, the team at has made it easier for you by showing you not just examples of Facebook Video Ads but also several reasons why those Facebook ads worked. 

Read: 10 Great Facebook Video Examples (+17 Reasons Why They Worked) By 

Instagram Ads, Instagram Videos, Instagram Stories (Ads, Tools, & More)

Shopify has some of the best guides for “almost everything” when it comes to e-commerce. But staying on the point of Instagram advertising, their beginner’s guide to advertising on Instagram has a nice ring to it if you are trying to promote an e-commerce store. 

Read: Beginner’s Guide To Advertising On Instagram, By Shopify  

The more you learn, the more you earn (that’s the adage). This 6-step guide on how to advertise on Instagram is as crisp and short as it can get when it comes to Instagram advertising. Coming from a social media behemoth of a tool, you can take it with eyes closed. 

Read: How to Advertise on Instagram: A 6-Step Guide to Using Instagram Ads by HootSuite 

You don’t just want to launch Instagram ads and leave it at that. With more than 1.7 billion accounts using Instagram stories and with more than 500 million users latching on to Instagram stories every day, you want to be sure to improve your results while you are at it. 

Read: Instagram Stories Ads: How To Improve Your Results By Social Media Examiner  

Using Instagram for your business isn’t just about using an app — there’s an entire ecosystem out there — from Instagram regular feeds to Instagram stories; from posts with captions to IGTV. How do you make sense of all of this while you are out and about? Shopify has a post on it. 

Read: How to Make the Most of Instagram Video, With Posts, Stories, & IGTV by Shopify 

With so much to do with Instagram (and then to run your own business, you’ll need the help of some amazing tools to create your Instagram stories and to power up your Instagram game in general with snazzy videos, Instagram updates, and more. 

Read: 17 Instagram Stories Design Tools To Power Up Your Instagram Game 

Facebook Ads for eCommerce

You could do all the tootsie stuff like writing blogs, getting on social media, answering questions on Quora, trying to work on your SEO, and whatever. It makes sense to do this for a blog or an online publication. 

What do you do when you sell products on an e-commerce store? All this work can take you time, but you just don’t have enough of it.

You’d stand on top of a building and shout, but I don’t think you are going to do it anyway.

Read: Facebook Ads For Shopify Stores: How to Sell Smart, Forever 

Dynamic Product Ads on Facebook are hot. They were built specifically to promote your eCommerce stores and it’d be a shame not to use the power of simple automation and Facebook’s targeted reach along with smart linking to your eCommerce Store (such as Shopify).

The team at Adespresso has a succinct guide on how to use Facebook Dynamic Product Ads for eCommerce. 

Read: A Beginner’s Guide to Facebook Dynamic Product Ads For eCommerce 

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Facebook Messenger, Chatbots

More than 66% of Facebook users use Facebook messenger daily. From a marketing perspective, it’s a rush of gold for you to make use of leading to a higher-engagement selling scenario. 

Read: 27 Mobile Messenger Statistics That’ll Change The Way You Think about Marketing By MobileMonkey 

With more than 1 billion+ users and counting — and given that almost everyone is on the messenger platform — your Facebook messenger chatbot invariably becomes a valuable tool for you to consider for a wide variety of use cases — starting from customer support all the way to help you make sales. Looking for specific use cases for Facebook Messenger Chatbots? 

Read: Top Facebook Messenger Chatbot Use Cases That Rock 

Facebook Messenger has 80% engagement rates and 4-10 times higher CTRs than email marketing. With more than half of the entire Facebook’s user base lounging for more than 4+ hours on the platform, the Facebook messenger is literally a money maker for your business.

Read: Facebook Messenger: It’s The Moneymaker you are Ignoring

Facebook Ads A/B Testing

Split testing your Facebook ads gives you a way to make smarter decisions minus your own judgments or preconceived notions. In effect, you’ll make data-driven decisions thanks to split testing or A/B testing as it’s called. Adespresso has the simplest guide on Facebook Ads Split Testing so far. 

Read: Facebook Ads Split Testing 101 By AdEspresso 

A/B testing makes sense at the gist of it, but then it’s not for everyone and there is a certain time and place for it. Split testing is part science and part art and you just have to know when it use it and when not to.

The team at Wordstream has put together a helpful post on when to (& when not to) do split testing for your Facebook ads. 

Read: When (& When Not) To Use Split Testing For maximum Impact

It’d be nice if we were living in a fairy tale and all that you had to do was to click on a button and your campaigns will roll out to make you rich.

That’s not the case and Johnathan Dane of KlientBoost knows that better than anyone else. So he created this mammoth of a 121-point split testing guide for Facebook ads so that you don’t make any mistakes when it comes to split testing your Facebook Campaigns. 

Read: Facebook Ad Testing: The 121- Point Master Guide

Want a truly authoritative spin on A/B testing Facebook Ad Campaigns? ConversionXL is where you should be headed for something like that. Andrew Hubbard went on to write a definitive guide on how you should structure your Facebook ad campaigns for A/B testing, how to organize your split tests, and more. 

Read: A Crash Course on A/B testing Facebook Ad Campaigns

Knowing that you have to do split tests or A/B tests is one thing; actually knowing where to start is a little harder than that.

The team at provides about 23 different split test ideas you can steal from and make it your own so that you launch your A/B split tests with confidence. 

Read: 23 Simple Split Tests To Optimize Your Facebook Ads

Following the post above by Andrew, Alex Birkett wrote another humongous post including everything you ever needed to know to do your A/B testing well. Whether you are a beginner or a pro, Alex goes all the way to ensure that you know how to do A/B tests, the tools you’ll need for A/B testing, reading results from your A/B tests, and more. 

Read: A/B Testing Mastery: From Beginner to Pro, In a Blog Post

Facebook Bidding, Audience Management, & More

I mentioned earlier that Facebook ads is not some magic wand. You can’t expect to get results without putting in the work.

Wondering what kind of work? Andrea Vahl has a post on how to use Facebook ad bidding to help you reach your campaign goals for less money. 

Read: How to Use Facebook Ads Bidding 

Facebook Ads work only leads to more work. Facebook campaign bidding management and budget optimization is a herculean task and the team at Naytev has a compact, easy-to-understand, and possibly a fun way to learn all about Facebook campaign budget optimization along with best practices. 

Read: Facebook Campaign Budget Optimization Made Simple: A Step-by-Step Guide & Best Practices

You can always learn the basics. You’ll only do better when you go beyond and hack into “hacks” if you know what I mean. Understand how Facebook bidding works, learn to manage your Facebook ad campaigns like a pro, and by the time you are done with Karola’s post on Facebook bidding management, you are sure to be a pro. 

Read: Facebook Ads Bidding: 54 Tips, Hacks, and Methods to Know by KlientBoost

Do you know of any more resources for Facebook Ads, Facebook Stories, Instagram Ads, Instagram Stories, Facebook video ads, Facebook bidding management, Facebook retargeting and more? Comment below and let me know.

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How To Make Google Ad Campaigns Work (& Get Results)

How To Make Google Ad Campaigns Work (& Get Results)

If you just wrote up a headline and a bunch of text for your Google Ads, you might get impressions and clicks but that won’t do anything good for your business.

Writing Google Ads in a way that works for your business is part-art, part-science, and a whole lot of strategy (not including the monstrosity that Google Ads is as a platform).

Here’s the thing with Google Ads (or Facebook Ads or any paid ad platform for that matter). While you do your fair share of mistakes or don’t take any action at all), you’ll continue to spend on your ads. That’s money lost. It’s also a huge opportunity cost.

As a business, it doesn’t make sense to throw away money and opportunity down the drain now, does it?

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Here are a few solid ways to make your Google Ads work harder.

Be Strategic About It (No Spray and Pray)

You know what most advertisers do with Google Ads? They set up their Google Ad campaigns, launch these campaigns, and wait for potential customers to click through those ads to make a purchase right away.

When was the last time you sat with a credit card in your hand ready to purchase anything that you’ll find through an ad?


That’s now how people make purchases (and those random purchases that might happen don’t count). Customers have a journey they take when it comes to making purchases.

First, they are made aware of your brand (and your p[roducts) through your ads. Then, they’ll think about it. They’ll sit, ruminate, discuss, plan, compare, read up, do some research, and then think some more. Then, they might buy.

What do you about it until they are ready to buy?

The only way to make sure they buy from you is to build sales funnels. If you are an ecommerce store, for instance, give away a discount coupon (delivered as a welcome email by using an email autoresponder).

So before jumping in with hands, feet, and a wad of cash, do this: Think about:

  • What are you going to offer (your customers need that nudge. Something to persuade them to take action).
  • How do you plan to communicate your offer? (Ads & landing pages)
  • How you are going to deliver what you are going to offer (email message? Onboarding series?)

When you do manage to get the attention of your potential customers and then have them signed up, nurture your potential customers with email autoresponders (use Drip or Mailchimp) and wait for the magic to happen.

Build the Right Workflows (Ads, Landing Pages, Email Autoresponders)

As mentioned above, you’ll need sales funnels (er, to make sales happen). Don’t expect people to buy the moment they land on your store.

The exact kind of workflows you’ll build will depend on your business type, the offers you’ll make, whether or not you have other products to upsell or cross-sell, and more.

Here’s how a typical workflow might look like, for an ecommerce store:

  • Create an ad that announces your product with a “Grab the discount” call to action.
  • When users click on this ad, they arrive on a landing page that helps showcase your product along with a button that users can click to sign up for the discount.
  • Once they sign up, an automatic email (delivered by Mailchimp or Drip or others) welcomes them to your store and delivers the coupon.
  • Several more emails will follow the first email to nurture your potential customer until they are ready to buy.

Watch this Video If you are wondering how to setup email autoresponders using Mailchimp.

According to Jonathan Dave of Unbounce, once your Google Ads account has been set up properly 90% of your improvements will come from only from your landing pages.

Make Google Ads Relevant

When users search on Google, there’s an itch they want to scratch. They have a problem and they are looking for solutions. On your part, it’s not enough to “outrank” your competition or bid higher for keywords.

What you really need is a way for your ads to be highly-relevant for what your users are searching for (as long as it’s your business to solve their problem).

According to Google,

“In Google Ads, “relevance” refers to how useful your information is to your customer’s search. When determining relevance, we look at several things within your account, including your keywords, ads, and landing page, and we consider how closely related they are to someone’s search term.

  1. Your keywords are phrases that you think people might use to describe your product or service.
  2. Search terms are phrases that people search for.
  3. Your ad is the advertisement that can appear on a search results page.
  4. Your landing page is the web page that you want people to land on after clicking your ad”

Remember that with Google Ads, you don’t have to get clever or smart; you’d just have to be relevant.

Your customers are looking for “Accounting experts”. Be sure to add “accounting experts” in your ads.

Are they looking for black socks? Then, include black socks. Like this ad by Blacksocks

Go easy on Locations (Don’t Pick Countries)

What do you normally do when you start a Google Ad campaign? You’d choose the type of campaign and the location, won’t you?

For most businesses, choose a “country” is an overkill, as far as Google Ad Campaigns are concerned.

Instead of choosing a full country, you are better off if you choose:

  • A single city or town (especially if you are a local business).
  • A marked area defined by local pin codes or a radius of a few miles.
  • The top 5 biggest states, towns, or cities (when you choose a country)

More often than not, you won’t need to start your Google Ad campaigns with an entire country (or more than one country), especially when you are just starting out.

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Be Choosy With Audiences

You should always have a broad and dedicated campaign with the objective of getting traffic to your landing pages. You can target your potential customers in a particular location (you can still dial it down as explained above).

What works even better (on top of the general campaign above) is a campaign that’s a lot more specific and targeted. Using Google Ads features such as:

  • Audiences
  • Custom Affinity audiences
  • Lists of audiences similar to your existing customers
  • Lists of specific audiences that visited your website (or specific pages of your website).
  • In-market audiences (for specific categories)
  • Shopping cart abandoners

Keep one or two campaigns broad and generic. Make sure the rest of your Google Ad campaigns are more targeted and specific by using audiences and lists above.

Use Your Competition (Competitor Targeting)

Chances are that your business isn’t a monopoly. If so, you have your competition to deal with. Instead of sitting there and worrying about competition, use your own competition to your advantage,

Take the case of email marketing providers, for instance. There are several players in the market such as Mailchimp, Drip, and others. The chances are that users are going to type in a specific brand or email marketing tool into the search bar.

If you type “constant contact” into the search bar, here’s how other brands (such as Percolate, Campaign Monitor, and Zoho) who’ve used competitor targeting strategy on Google Ads will show up:

Image Credits:

But then, it makes sense to be a little careful with your competitor strategy on Google Ads. Stay mindful of legalese, trademark infringements, and more. Brad Smith of Adespresso has a lot more to share about Google Ads Competitor Strategy.

Use Branded Keywords (Stay on top)

If your brand is popular, it doesn’t mean you sip pina colada on a remote island. Use your brands popularity to your advantage. When customers are using your actual brand name while searching on Google, you don’t want to show up somewhere on the 7th listing on search results. Instead, you want to show up right on top.

Here’s what you get when you type “Unbounce” or “Unbounce landing pages”.

It’s usually cheaper to bid on your own brand name. You also get to stake a flag in the ground and mark your territory for good (Hint: use your brand name as a keyword and use top of the page bids).

Plus, the search volume is usually low compared to more generic keywords that your business relates to. For instance, people searching for “unbounce” will be far less compared to “landing page builder” or “landing pages” — which are both slightly expensive keywords to bid on.

Leverage Google Ads Dynamic Text Features

You could use several different ways to make your Google Ad text dynamic (and hence more relevant). These are smart ways to change your Google Ad Copy text with variables depending on user input.

Within Google Ads, you have several ways to use Dynamic Text by inserting a special character ({) where you want the dynamic text to appear (for most cases below).

For Instance, you could:

  • Use Countdown feature (to bring in FOMO and trigger user action). The countdown feature in Google Ads allows you to use both the COUNTDOWN (Counts down to a set time, adjusted to the timezone of the person searching) and GLOBAL_COUNTDOWN (Counts down to a “global” time consistent with your account’s time zone. If the ad says “ends in 4 hours” in California, it will also say “ends in 4 hours” in New York) feature
  • Deploy Ad Customizers: Specific parameters that’ll change within your ads ( such as products, prices, inventory count, features, etc.).  To do this, you’d first need to create attributes and ad attribute data
  • Dynamically Inserted Keywords: Automatically update your ads with the keywords in your ad group that caused your ads to show (as in the example below) by inserting the target keyword in the following format: {KeyWord: Chocolate}

Image Credits: Google Ads

Use Google Ad Extensions (all of them)

It’s horrendous to see a Google Ad campaign without those Ad extensions. When you use Google Ad extensions, you get:

  • A chance to add a little more content (and context) to your Google Ads.
  • Free, expanded real estate for your ad when it shows up on search.
  • Give users a lot more information to bite on.

It takes all of five minutes to add your Google ad extensions (either on the campaign level or on the ad group level) and it helps users with more information and context while they see your ad. Plus, you get to occupy a lot more real estate when your ad shows up on search results.

Use CTA (within your Ad Copy)

You do know the AIDA model of advertising, don’t you?

AIDA → Attention. Interest. Desire. Action

Image Credits: SmartInsights

Most businesses and advertisers forget the “Action” part of the AIDA model while they write Google Ads.

Awareness does happen. There’s some interest there (since Google Ads are triggered on intent-based search anyway). Hopefully, your ads invoke desire. But where’s the action?

“Get 10% Off”’

“Sign Up Now”

“Grab The Limited-time Deal”

Not that hard to write, right?

Michelle Morgan of Wordstream has a handy little graphic that gives away some of the best calls to action snippets that you could use within your Google Ad copy to lend a sense of urgency, to invoke some action, and to boost your Google Ad CTR (Click through rate)

Go ahead. Copy that. Use these Calls to Action at the end of each ad you create.

Choose Bidding methods Wisely

Before you get anywhere near Google Ads bidding strategies, it’s critical that you consider your objectives. What do you plan to achieve with your Google Ad Campaigns?

  • Are you interested in reach and branding?
  • Do you want to generate traffic to your website?
  • Do you want potential visitors to take action on your site? [ Sign up for a lead magnet, a newsletter, a free trial, etc?]
  • How about making potential customers call you?

If your business depends on Inbound calls from potential customers:

Learn more about why Call tracking is crucial and how you lose if you don’t use it.

Find out why Call Tracking is Absolutely Necessary

8 Call Tracking Tools You Should Know About

When you get down to it, manual CPC gives you complete control over bidding management. All other bidding strategies

Google Ads allows you all sorts of bidding methods starting from Manual CPC (Manual Cost Per Click).

There are especially two bidding strategies (manual) that are focused on getting you more clicks from your ads: Maximize Clicks and Manual CPC.

Other types of bidding strategies are mostly automated such as enhanced CPC, Target CPA (Cost per Acquisition), Target ROAS (Return on Ad Spend), and Maximize Conversions.

Depending on your strategic goals, you also have other bidding strategies such as Target outranking share, target search page location, and more.

Read more about Google Ad Bidding strategies

Brad Smith of Adespresso has a helpful and detailed guide on Google Ads Bidding Strategies.

It’s complex to choose the right strategy. For that reason, it really helps when you are clear about your goals and what you intend to do with Google Ads.

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