Create and apply a conversion goal to a campaign

In the previous Search Ads 360, advertisers can configure campaigns to optimize with adaptive
and bid adjustments features using a conversion goal. This feature is no longer available in the new
Search Ads 360 and therefore is being deprecated starting February 1, 2023.

A conversion goal also serves as a reporting column. This enables you to use existing custom columns as conversion goals or create new columns to use as conversion goals.

You can apply a conversion goal to a manual campaign or a shopping campaign only if the advertiser's currency and the engine account's currency match.

Create a new goal in campaign settings 

1. Navigate to a Google Ads or Microsoft Advertising campaign.

   Steps for navigating to a campaign

   1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

   2. Click the navigation bar to display navigation options.

   3. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

   4. In the "Advertiser" list, click on the advertiser that contains the engine account.

   5. In the "Account" list, click on the engine account that contains the campaign.

   6. In the "Campaign" list, click on the campaign.

   7. Click Apply or press the Enter key.

   Search Ads 360 displays the campaign page.

2. Under the name of the campaign, click the campaign settings icon . 
3. In the Bid strategy section, click the arrow ▼ to display the list, and select Manual bidding.
4. Under Campaign goal, click the arrow ▼, and then select Create new conversion goal.
5. Complete the steps to select an existing column as a goal or create a new column for the goal.

Use an existing column in a new conversion goal

1. Complete the steps to navigate to the New conversion goal window in a campaign's settings. 
2. In the New conversion goal window, click Select a column.

3. Under Column, click the arrow ▼, and then select a column. 

   Columns that use all types of attribution models are listed.

4. If the column's metric is Conversions, Search Ads 360 will use CPA (cost per action) for optimization.
   If the column's metric is Revenue, choose either ERS (effective revenue share) or ROAS (return on advertising spend).
   Search Ads 360 will optimize conversions or revenue using the column's metric.

5. Click Save. 

   On save, the goal is applied to the campaign.

Add a new column to use as a goal

1. Complete the steps to navigate to the New conversion goal window in a campaign's settings. 
2. In the New conversion goal window, click Create a column.
3. Enter a name for the column. 
   The name of the column is also the name of the conversion goal.
4. Select Conversions or Revenue.
5. If you select Conversions, Search Ads 360 will use CPA (cost per action) to track your goal.
   If you select Revenue, choose either ERS (effective revenue share) or ROAS (return on advertising spend). 
6. Under Conversion source, click the arrow ▼ to select the type of conversion, and then complete the steps:

   Floodlight

   1. Optional. Next to Attribution model, click the arrow ▼ to select a different attribution model.

      The last click attribution model is selected by default.

   2. If available, select the Cross-environment conversions check box. 

      If Floodlight tags are the source of the conversions, select the Cross-environment conversions checkbox  to attribute credit for the various types customer interactions that lead to conversions. 

       

   3. Under Select the conversion type, choose one of the available options that is based on a conversions or revenue metric.

      • Conversions KPI

        1. Select the conversion type:
           • Select actions
           • Select transactions
        2. Do any of the following to select tags:

           • Type the name of a Floodlight tag to search for the tag, or in the Floodlight tags list on the left, click the move right arrows >>  next to each Floodlight tag or Floodlight activity group folder that you want to include in the goal. Select a Floodlight activity group folder to select all of the tags in the group.

           • To select all of the Floodlight tags, click Select all.

        3. Do any of the following to remove tags.

           • To remove a Floodlight tag, in the Selected tags list, click the remove icon  in the row. 

           • To remove all of the selected Floodlight tags, in the Selected tags list, click Remove all.  

      • Revenue KPI

        1. Click Select transactions.

        2. Do any of the following to select tags:

           • Type the name of a Floodlight tag to search for the tag, or in the Floodlight tags list on the left, click the move right arrows >>  next to each Floodlight tag or Floodlight activity folder that you want to include in the conversion goal. Select a Floodlight activity group folder to select all of the tags in the group.

           • To select all of the Floodlight tags, click Select all.

        3. Do any of the following to remove tags:

           • To remove a Floodlight tag, in the Selected tags list, click the remove icon  in the row. 

           • To remove all of the selected Floodlight tags, in the Selected tags list, click Remove all.  

   Google Analytics

   Conversions KPI

   Under Select conversion type, choose one of the following:

   • All transactions

   • Selected conversions

     1. Do any of the following to select goals:

        • Type the name of a Google Analytics goal to search for the goal, or in the Google Analytics goals list on the left, click the move right arrows >>  next to each Google Analytics goal or Google Analytics folder that you want to include. Select a Google Analytics folder to select all of the goals in the group.

        • To select all of the Google Analytics goals, click Select all.

     2. Do any of the following to remove goals:

        • To remove a Google Analytics goal, in the Selected goals list, click the remove icon  in the row. 

        • To remove all of the selected Google Analytics goals, in the Selected goals list, click Remove all.  

   Revenue KPI

   Under Select conversion type, choose one of the following:

   • Revenue from all transactions

   • Money from selected goals

     1. Do any of the following to select goals:

        • Type the name of a Google Analytics goal to search for the goal, or in the Google Analytics goals list on the left, click the move right arrows >> next to each Google Analytics goal or Google Analytics folder that you want to include. Select a Google Analytics folder to select all of the goals in the group.

        • To select all of the Google Analytics goals, click Select all.

     2. Do any of the following to remove goals:

        • To remove a Google Analytics goal, in the Selected goals list, click the remove icon  in the row. 

        • To remove all of the selected Google Analytics goals, in the Selected goals list, click Remove all.  

   Formula columns

   Under Select conversion type, click the arrow ▼ to display the list of formula columns, and then select the formula.

   Note that you can use a formula column that sums the number of all Floodlight and Google Analytics conversions. A goal with a conversions KPI can't use a formula column that calculates revenue or number of clicks. A goal with a revenue KPI can't use a formula column that calculates the number of conversions.

   A conversion goal's formula column can't include Google Ads conversions.

   Floodlight activity columns

   Under Select conversion type, click the arrow ▼ to display the list of custom Floodlight activity columns, and then select the custom Floodlight column.

   The list includes Floodlight activity columns that use all types of attribution models.

   Google Analytics columns

   Under Select conversion type, click the arrow ▼ to display the list of custom Google Analytics columns, and then select the Google Analytics column.

    

7. Click Save.
   On save, the goal is applied to the campaign.

If you want to apply conversion goals to several campaigns, try using a bulksheet to apply the goals.

Next steps

• Select the bid adjustments that you want to optimize using a conversion goal.

• Select the campaign's adaptive location target and product group options.