Consent Mode: A Key Tool to Improve the Measurement of Your Google Ads Campaigns

Consent Mode is a tool that can enhance the measurement of your Google Ads campaigns. Are you making the most of it?

Proper implementation of Consent Mode not only helps comply with privacy regulations but also significantly improves the ability to measure and understand campaign results, especially in a context where user consent is becoming increasingly complex.

What happens without Consent Mode?

Ad clicks that lack appropriate consent turn into lost data for platforms, leading to incomplete conversion reports. For instance, a campaign might appear less effective than it actually is, prompting decisions such as cutting budgets or changing strategies based on inaccurate data. This impacts the efficiency of advertising investment. With partial information, decisions are based on an incomplete reality.

How does Consent Mode help?

With Consent Mode, Google can model conversions that would otherwise remain invisible. This is achieved using statistical modelling techniques that analyse similar behavioural patterns to estimate how many conversions likely occurred, even when direct data is unavailable. Even without cookie consent, statistical modelling allows the estimation of conversions to provide a more realistic view.

The difference is clear: a 5% conversion rate without Consent Mode could rise to 5.9% with conversion modelling enabled, representing an 18% improvement in reporting accuracy.

Implementation is key

Ensuring that Consent Mode is properly configured is crucial. It’s not enough to rely on just any CMP (Consent Management Platform). A Google-certified CMP, such as Cookiebot, can automate this process, simplifying management and ensuring compliance with regulations.

In my experience, there are several ways to check if a website has implemented Consent Mode correctly. Some useful tools include Consent Mode Inspector and Google Tag Assistant (the latter is used to verify proper implementation of Google Tag Manager and Google Analytics on the site). You can even perform a more in-depth analysis through Google parameters, where "gcs: G111" would indicate that Google recognises Consent Mode.

Do you already have Consent Mode implemented on your website?

Strategic Decision-Making in Destination URLs: How It Impacts the Performance of Your Advertising Campaigns

The destination of an advertisement is an element that often goes unnoticed but has a significant impact on the performance of advertising campaigns. What happens when you change the destination URL or decide to send users to a different page? The answer depends on several factors, such as the relevance of the new page’s content, loading speed, mobile usability, and how well it aligns with the expectations created by the ad.

Changing an ad’s destination can profoundly affect conversion rates and user behaviour. Every time the landing page is modified, it impacts the user experience. For example, if the new page takes longer to load or is not mobile-friendly, users may leave before completing the desired action. If the new page does not align with the expectations set by the ad, performance may drop significantly. For instance, if the ad promises a specific offer and the landing page doesn’t clearly display it, users may feel frustrated and abandon the site. Consistency between the ad’s message and the landing page experience is crucial to maximising performance.

The new page must be optimised and aligned with the specific goals of the campaign. For example, if the focus is on lead generation, the landing page should facilitate conversion with simple forms, clear CTAs, and a seamless mobile experience. Additionally, technical aspects such as loading speed and proper structure for Google’s ad rank remain fundamental.

Another important point is that when you change an ad’s destination, advertising platforms often need time to readjust. The algorithm may need to recalibrate conversion patterns, which can temporarily affect performance. If the new page serves a similar purpose to the old one, this impact can be minimised. However, if it differs significantly, there might be a learning phase that negatively affects results for a period.

Such changes can also influence how users perceive the brand’s credibility. Each transition between ads and pages involves a fraction of a second in which the user evaluates whether the presented content remains relevant and whether it meets the expectation created. Maintaining the initial expectation can make the difference between a wasted click and a conversion.

This is why I always recommend approaching ad destination changes as a strategic decision. It is essential to analyse factors such as user intent, the technical aspects of the page (loading time, structure, metadata, keywords, mobile version), and historical performance data of the old page before making decisions. Before changing the URL, ensure that the new destination is optimised for the objective and enhances the user experience. If it does, it could lead to a considerable performance improvement. But if it’s just a change without a clear improvement in experience, it may harm the campaign’s efficiency without a valid reason.

What has been your experience when changing the destination URL in major campaigns? Has it affected your campaign performance? Let me know in the comments.

Key Factors of Ad Rank in Google Ads: How to Optimise Your Ad Visibility

In Google Ads, Ad Rank is key to determining your ad's visibility. Why do some ads stand out while others get lost among the competition? What factors truly define that ranking position, and how can we effectively optimise them to maximise results? Let’s break down the most important factors that influence Ad Rank and how each contributes to the success of your campaigns.

Ad Rank is primarily determined by three crucial elements: bid, ad quality, and the expected impact of ad assets. Each of these elements has multiple layers worth understanding, such as keyword relevance, landing page quality, and the bidding strategy used.

1. Bid: This is the maximum price you’re willing to pay for a click, but it’s not just about bidding higher. Bids often need to be aligned with an automated strategy that takes into account signals like time of day or user device. These factors influence the likelihood of conversion, as certain times of day may perform better, and different devices can affect user behaviour. Efficiency is key; bidding higher without control can increase costs without necessarily improving results.

2. Ad quality: Here, keyword relevance, ad copy, and landing page experience come into play. To stand out, keywords must align with the user’s intent, not just their search terms. The ad content needs to demonstrate to the user that they’re in the right place, building trust from the outset. Landing pages should also be fast, secure, and clearly aligned with the ad message and page experience.

3. Expected impact of ad assets: Assets like call extensions, promotions, or even the website play an important role in enhancing user experience, simplifying access to relevant information, and increasing the likelihood of engagement. This can improve CTR, and some of these elements provide extra information without leaving the SERP. Including as many assets as possible, as long as they’re relevant, can have a positive impact.

One thing to bear in mind is that not everything affects Ad Rank equally. Elements like assets (extensions) may seem secondary but, in reality, help increase CTR and improve ad relevance across different contexts, ultimately adding value to your Ad Rank.

The most common mistake is focusing solely on increasing bids to improve position. Google also evaluates relevance and user experience.

In terms of the order of importance of Ad Rank elements, ad quality takes first place. Second is bid, which determines your competitiveness in auctions. Finally, the expected impact of ad assets is the third factor; while it plays an important role, it doesn’t weigh as heavily as quality and bid in determining Ad Rank.

The factors affecting Ad Rank complement each other, and good synergy among them is what allows you to stand out in auctions.