Get More Google Ads Conversions with 1st Party Data
Dec 11, 2024Do you need more conversions from your Google Ads campaigns? Discover how to optimize your campaigns for high-quality leads and real revenue.
When scaling a Google Ads campaign effectively, there are two primary strategies to consider:
-
Increase your search impression share.
-
Reach new, colder audiences.
Let’s break these options down and explore how first-party data can help you achieve higher-quality results.
Google Ads Strategies for Scaling Through Search Impression Share
Increasing your search impression share is straightforward: raise the budgets for your existing campaigns. However, problems can arise if the increase in cost-per-click (CPC) outpaces your budget growth. For example, a 10% increase in budget leading to a 25% increase in CPC can make it unprofitable to scale further.
Reaching New Colder Traffic
The alternative is reaching out to new, colder audiences who might not yet be searching for your products or services. While this approach can increase conversions, it often comes at the cost of lower quality leads.
This is where first-party data comes into play.
Best Practices for Leveraging First-Party Data in Google Ads
First-party data involves collecting and feeding back into Google Ads information about users who have completed significant actions—not just filling out a form but making a purchase, even if it’s 30, 60, or 90 days after their initial interaction.
By using this data, you can:
-
Target colder audiences with more precision.
-
Avoid an influx of low-quality leads.
-
Improve the efficiency of your campaigns.
👉Google Ads Optimisation for 2025: Top Tips to Boost Search Campaign Performance
Case Study: Google Ads Success with First-Party Data
Here’s how we used first-party data to scale a real campaign:
-
Performance Max Campaign Setup: We added a Performance Max campaign as a complement to our existing search campaigns. Performance Max is designed to find more conversions based on your existing data.
-
Providing the Right Data: Feeding accurate first-party data into the campaign ensured that Performance Max targeted higher-quality leads.
-
Long-Term Results: Over time, conversion rates improved as the campaign refined its targeting using the shared data.
Optimizing for Success
If you want to master this approach, access my updated optimization checklist. This guide details all the steps you need to take to optimize your Google Ads campaigns, including how often to perform each action.
