Custom Goals, previously known as Conversion Action Groups in Google Ads, revolutionize campaign optimization by allowing advertisers to bundle multiple conversion actions - including purchases, sign-ups, form submissions, app installs, and page visits - into a single trackable objective. By leveraging these conversion groups, businesses can harness Google's smart bidding algorithms to optimize campaigns toward their most valuable customer actions while gaining comprehensive performance insights through unified conversion tracking. Creating Custom Goals enables marketers to move beyond single-metric optimization and align their Google Ads campaigns with complex business objectives, ultimately driving more meaningful results through sophisticated conversion tracking and automated bidding strategies.
How to Create Custom Goals (Conversion Action Groups) for Google Ads Campaigns
Login to Google Ads
Navigate to Goals (left-hand-side menu)
Navigate to Shared Library
Under Summary, scroll down and open Custom Goals
Select Add custom goal
Select the conversion actions you would like to include under the custom conversion goal
Give your custom goal a name and Save
How to Apply Custom Goals for Google Ads Campaigns
Navigate to Campaigns
Select the campaign you’d like to modify
Click on Edit
Select update conversion goals
Under Change goal settings, change from Account default to Campaign-specific
Click on Choose campaign goals
Select the Custom goal that you just created
Click Save and Apply
Frequently Asked Questions on Custom Goals for Google Ads Campaigns
How many conversion actions can I include in a Custom Goal?
You can include up to 20 conversion actions in a single Custom Goal. This limit allows for comprehensive grouping while maintaining manageable optimization strategies.
Can I use Custom Goals for automated bid strategies?
Yes, you can use Custom Goals for automated bid strategies in Google Ads. Custom Goals are compatible with various automated bidding strategies, including Target CPA (Cost Per Acquisition), Target ROAS (Return on Ad Spend), Maximize Conversions, and Maximize Conversion Value.
What is the benefit of using Custom Goal over single conversion actions?
Custom Goals in Google Ads offer several advantages over single conversion actions:
Enable comprehensive optimization towards all conversion actions
Enable focus on high-value conversion paths in the customer journey
Improve bidding strategies (Automated bidding algorithms can work with a larger data set when using Custom Goals)
Simplified campaign management and goal tracking
Implement value-based optimization (within a Custom Goal, you can assign different values to various conversion actions)
For businesses with multi-step conversion processes, Custom Goals can better represent the full conversion journey
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