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Conversion Tracking | Tag Implementation Setup Videos
Conversion Tracking | Tag Implementation Setup Videos
Google
2023
Conversion Tracking | Tag Implementation Setup Videos
Client: Google, Google Ads scaled support team
Project date: 2023
Industry: Technology
Services provided: Content strategy and curation, Project management, Video production, Automation implementation
Project Overview:
This project addresses a significant pain point for Google Ads users: conversion tracking setup. By partnering with EKP and CE, Google Ads Scaled Content team is developing educational videos specifically designed to guide users with a Content Management System (CMS) through the conversion tracking setup process.
Project Objectives:
- Improve Conversion Tracking Success Rate: Empower users to successfully implement conversion tracking, increasing the percentage of users who complete the setup process.
- Reduce Support Caseloads: Alleviate the burden on the “tag team” by providing scalable educational resources that enable self-resolution.
- Target High-Impact Audience: Focus on users with a CMS, who represent 60% of the audience facing conversion tracking challenges.
- Enhance User Experience: Provide clear, concise, and actionable video content that guides users through the setup process, improving their overall experience with Google Ads.
Challenge
In Q2 2023, the working group identified a critical need to improve the self-support resources available for Google Ads conversion tracking setup.
The existing resources were not effectively empowering users to complete the setup process independently, leading to a high volume of support cases and increased reliance on costly agent assistance. This situation underscored the need for more accessible and effective educational materials to facilitate self-resolution and reduce support costs.
Task
The task involved the development and implementation of two educational videos focused on improving conversion tracking setup for users with a CMS. This required:
- Content Creation: Collaborate with cross-functional teams (platform and tools teams) to gather accurate product knowledge and ensure alignment with Google Ads Scaled Content team educational strategies.
- Video Production: Produce two high-quality educational videos that effectively guide users through the conversion tracking setup process.
- Multi-Platform Distribution: Implement the videos across relevant support surfaces to maximize reach and accessibility for users.
The overall goal was to create impactful video content that empowers users to successfully set up conversion tracking, reducing reliance on agent support and improving the overall user experience.
