How to Use Google Ads Conversion Action Sets to Optimize For Multiple Conversions in Google Ads

Learn how to create Google Ads Conversion Action Sets and use them in your search campaigns and display campaigns. One of the newer features of Google AdWords at this time is conversion action sets, which allows you to optimize for multiple conversions in one of your Google Ads campaigns. At this time, they are available in search campaigns and display campaigns, but they are likely to be added to more types of campaigns in the future. One of the issues that advertisers have faced in the past is how to deal with different conversions that provide different values to their business. That's where conversion action sets can be very useful.

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To get started, you first want to import or create at least 2 conversions in Google Ads. If you only have one key performance indicator like sales, then you do not need to worry about setting up and creating conversion action sets in Google AdWords.

Once you import or create several conversion actions, like sales, leads, and/or phone calls, then you can go ahead and create a conversion action set, which will allow you to optimize for multiple conversions in a single campaign.

Rather than optimizing for conversions at the account level by including conversions in the "Conversions" column for your campaign, you can apply action sets to individual campaigns. This can be useful for advertisers who are running multiple campaigns for different objectives. In addition, you can run the same action sets across multiple campaigns, so you can make sure you are optimizing for the same conversions in your Search and Display campaigns.

In order to use conversion action sets, you obviously need multiple conversions in your account. Once you have multiple conversions or key performance indicators in your account, then you can create your first action set. From there, you want to apply it to your search campaigns and display campaigns through the Settings tab. Last but not least, you need to be utilizing smart bidding strategies in order to take advantage of conversion action sets. It will not work with Manual CPC, but it will work with bidding strategies like Enhanced CPC, Target CPA, Maximize Conversions, and Target ROAS.

Google Article: https://support.google.com/google-ads...

"You can only create or edit conversion action sets for those actions enabled in your conversion tracking account. For example, if using Google Ads manager account (MCC) tracking you can only create sets with MCC conversion actions because only those are active."