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The creation and use of micro-conversions is intended to optimize the playout, the click rate and the number of leads generated for companies in the B2B sector. Furthermore, costly keywords without user interactions are to be identified in order to optimize the campaign at keyword level in the long term.
In order to gain more precise insights into user behavior on the website after an ad click, so-called micro-conversions can be used. These are sub-steps of the customer journey that could lead to the actual conversion goal. Various types of micro-conversions were implemented and tested for this case study. These include:
The integration of these conversions can take place via Google Ads Tracking, Google Analytics or other tools. It is particularly important that the micro-conversions are set as secondary actions at the beginning of the test and that the actual (lead) conversion is still used as the primary conversion. This ensures that the lead action is still used by Google as an optimization target, while the secondary actions are recorded but not directly included in the conversion column. Once the micro-conversions have been integrated, they can be used, for example, to identify costly keywords with low user interaction and adjust CPCs accordingly. There are also good analysis possibilities for B2C: If micro-conversions are used here for the steps of the ordering process, it is easier to analyze how far users get within the ordering process after clicking on an ad. If, for example, the action for calling up the payment option page is only called up very rarely, there is a possibility that users will abandon the previous step. This can be used to further optimize the website itself. If enough meaningful micro-conversion data is available, it is also possible to use this for automatic bidding strategies. To do this, however, appropriate values should be determined in advance for the individual actions in order to weight higher-value actions, such as a long stay on the website, accordingly. In addition, the conversion actions must then be switched from secondary to primary actions so that Google can include them directly in the optimization of the campaigns.
Within a period of several months after the micro-conversions were installed and the corresponding optimization based on them, the following could be observed. The click rate improved as a result of optimizing the keyword CPCs, while the average click price was reduced at the same time. As a result, more website views were generated while costs remained the same. Non-targeted traffic was identified and reduced. The number of leads received was improved. In summary, it can be said that micro-conversions can help to target Google Ads campaigns as effectively as possible, especially in the B2B sector, even with a low lead volume.
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| STARS | PERCENTAGE | DISTRIBUTION |
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| 5 Stars | 95.5% |
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| 4 Stars | 2.3% |
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| 3 Stars | 0% |
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| 2 Stars | 0% |
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| 1 Star | 2.3% |
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Ten years of collaboration speak for themselves. What truly sets Finnwaa apart are the people behind it. Celine and Sven have been with us for years, and it’s clear that they care deeply about their work. Quick response times, clear communication, and reliable results. If you’re looking for an agency to partner with long-term, this is the place for you.
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We have been working successfully with finnwaa in the area of social media advertising for several years. Our partnership is professional, straightforward, and reliable. We particularly appreciate their expert guidance on the ongoing development and optimization of our campaigns.
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I highly recommend Andreas and his team!
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I have been advertising on Google nationwide for around 20 years. Over the years, however, the requirements for a "non-professional" have changed significantly, making it necessary to seek the help of an agency. When searching for a suitable agency, you inevitably come into contact with many agencies that promise you the "moon" without being able to deliver. I came to FINWAA on recommendation and was convinced by the calm and competent discussions, as well as the employees themselves. After 6 months, I can confirm that I was not mistaken. The specifications were met 1:1 and I am very satisfied with the results after the learning phase of the Google algorithms.
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We have been working with Finnwaa for some time now and are very satisfied. The team is professional, reliable and proactively supports us in optimizing our SEA campaigns. The collaboration is transparent, efficient and pleasant. Highly recommended!
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We have been working with Finnwaa GmbH for many years and are very satisfied. The processes are very professional, the contact uncomplicated and competent
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Finnwaa primarily supports us with our Google Ads and Microsoft Ads campaigns. The cooperation is very professional, transparent and brings noticeably better results. An absolute recommendation!
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We have been working with Finnwaa for a very long time. I have only had positive experiences so far. Especially when it comes to the technical advice and the necessary know-how. Very fast response times, very good suggestions. And you can tell that Finnwaa really wants to help its customers improve their performance (and it does :-) ).
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