How To Use The New AdWords Estimated Cross-Device Conversions

A couple of months after the paid search world had to transition to AdWords Enhanced Campaigns in the name of simplified and more relevant cross-device ad management, we are finally getting some initial food for thought with regard to cross-device performance. I called it the “next frontier for online marketers” in a previous post, and we are now officially getting […]

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A couple of months after the paid search world had to transition to AdWords Enhanced Campaigns in the name of simplified and more relevant cross-device ad management, we are finally getting some initial food for thought with regard to cross-device performance.

column-set-600x497I called it the “next frontier for online marketers” in a previous post, and we are now officially getting there!

In AdWords, a new column called “Est. total conv.” (aka Estimated Total Conversions) was made available for some beta accounts recently. 

How should marketers be looking at this newly-available data? Find out what I think in my latest Marketing Land column.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About the author

Ben Vigneron
Contributor
Ben Vigneron is a seasoned marketing analyst and product analytics leader with a startup culture. Ben was listed as one of the best eCommerce PPC Experts by PPC Hero in September 2014, and spoke multiple times at the Search Marketing Expo (SMX) in Europe and the USA. With a vision to change the way marketers think and operate, Ben and his team work with leaders and organizations to bring data to the center stage, and help make more informed decisions. After more technical training at Adobe, and years of experience with advertisers in the Bay Area at Blackbird PPC, Ben has uncovered remarkable patterns about the incremental effectiveness of paid advertising through search, programmatic, and social initiatives.

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