Micro Conversions | Small Wins = Big Results

In today’s video, I break down the importance of micro conversions in your Google AdWords account when beginning a campaign.

Micro-conversions are the small steps a website visitor takes that lead them toward a final conversion.

If you only pay attention to those who complete your funnel, then you’re missing out on the power of your micro converters.

Ultimately, micro conversions can help you understand your buyer’s behavior and help optimize your site. This data will help you create more targeted campaigns down the road that lead to better conversions.

Ultimately, little steps can equal big wins.🤩

Video Transcript

Hey everyone, it's Dan Wardrope here from Flexxable.

And today I'm gonna talk about micro conversions within your AdWords account and why they're so powerful especially when you're beginning a campaign, okay.

So we've learnt this the hard way. Okay. We run a Pay Per Lead agency.
 
 We charge leads, you know, our clients, say $100 a lead and we try and generate those leads for $50 or less.
 
That's our business model. Okay.
 
What happens when you're launching a new campaign in say YouTube, for example, what you'll find is you don't get a lot of leads out of the gate because the algorithms, the machine learning is really trying to, you know, find those leads for you. And it takes time to learn. 
 
 Okay. And find those people that are going to convert . Similar to what happens over at Facebook. 
 
Very good at this. 
 
It just takes time and it takes money, unfortunately, and lots of testing with different types of creatives.

So we learnt the hard way when we didn't track smaller, little, what we call micro conversions within the funnel.

So a lot of our funnels add to quiz a quiz to results.

Okay? So someone might be interested in getting a mortgage or a loan, and they put their details in, and it spits out a number, an interest rate, and how much their repayments might be or something like that, and what we call a Results page.

So this is significant because people have clicked on an ad they're interested, they've come all the way through the funnel, and they've got to the page where we've told them they qualify, this is how much it costs, but they haven't put their details in.

What you need to be doing is measuring that when you're starting out, because for every one full lead you generat.

There might be seven or eight, you know, kind of Results Page leads on micro conversions.

And why it really helps is because when you're setting things up and you're saying that some campaigns are working, some targeting options are working or not working.

If you don't have that micro conversion there, you might be switching off something which is very close to working.

For example, you might have spent 1000 bucks and had three leads in.

So you've got, you know, $333 a lead, but you might have had loads and loads of micro conversions.

All right.

So that would tell me that that campaign is not far off really working because people are getting through to the funnel and there could be a problem with your Results page.

There might be some tweaking too there.

Rather than what Adwords and what that campaign is giving you at the time.

All right.

So if you are struggling with this, and you're struggling to get leads in when you're starting a campaign, make sure you set up the micro conversion goals.

It could be a Results page thing, it could be starting a quiz, it could be clicking a call to action on a website or whatever that is.

Make sure you get it going.

It's not new.

I've known about this for many years.

Mike Rhodes, AgencySavvy was the one that first told me about this, but it's something that we don't do enough.

I'm sure most lead gens, most PPC people probably don't do enough themselves.

All right.

So I hope you've enjoyed this video, again, if you want to learn more about what we do and get more tips like this, we have videos on two or three times a week on these type of topics.

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I'll speak to you soon.

Take care.