What is Macro and Micro Conversions?

Every website has been created with business objectives in mind, whether this is to provide information, create leads for your company, or sell products. Measuring the amount of visitors that complete a desired action on your site is referred to in the industry as a 'conversion'.

• Macro Conversion: A macro conversion is the primary conversion on a website, for example a completed sale on an ecommerce site or a completed lead generation form.
• Micro Conversion: A micro conversion relates to smaller engagements such as a newsletter sign up or a user watching a product video.

Macro Conversion	Micro Conversion
Revenue based conversions	Navigation based conversions
Lead member acquisition conversions	Interaction based conversions
Enquiry conversions	Engagement based conversions

Micro conversions can often precede the macro conversion

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Creating Campaigns with Keyword Planner

Keyword Planner makes the process of building a new Search Network campaign or refining an existing campaign more efficient. The tool gives you greater insight into which keywords, ad groups, bids, and budgets you may want to use.

• Research keywords. Need help finding keywords to add to a new campaign? Or, maybe you want to find additional keywords to add to an existing campaign. You can search for keyword and ad groups ideas based on terms that are relevant to your product or service, your landing page, or different product categories.
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• Get historical statistics and traffic estimates. Use statistics like search volume to help you decide which keywords to use for a new or existing campaign. Get estimates, like estimated clicks, to get an idea of how a list of keywords might perform for a given bid and budget. These estimates can also help guide your decision on which bids and budgets to set.

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