Why Should I Worry About Tracking AdWords Conversions?
So, you finally got your PPC campaign up and running. Keywords are generating search impressions, and ads are being clicked on.
It looks like things are going well as you drive traffic to your website and receive more exposure.
But if you’re like me, you question everything. Which of those website visits lead to sales? Are users signing up for my newsletter? Which ads are getting people to call my business directly? Is this media budget just going down the toilet?
Enter Conversion Tracking
Google AdWords conversion tracking is the answer to your endless questions! Conversion tracking is a powerful tool in AdWords that allows you to identify how your PPC campaign is improving your business. Moreover, you can see what occurs once someone clicks on your ad. Essentially, a conversion is when a customer does what you’re hoping for, once they are on your website.
This is the principle of ‘attribution’ – which piece of marketing produced which sale? Being able to identify this is the gold at the end of the marketing rainbow. Because you now can know exact Return on Investment (ROI).
There are a few ways to track conversions, and it all comes down to your business objectives. A conversion can be an online purchase, application download, phone calls from ads, and any other key actions.
So, let’s dive into some ways we can use conversion tracking to calculate the benefits of AdWords for your business, and pave that path to marketing greatness.
Clicks to Sales
Say you own an online store selling extreme athletic apparel, and you want to increase purchases made through your website. Conversions can be tracked by ‘tagging’ – entering a single snippet of JavaScript code to a purchase confirmation page. For example, the “Thank You for Your Order” page.
Once you can track purchases, you can see the purchase path, distinguish which products are generating the most sales, and allocate more budget to the ad group that produced the visitors who purchased. Improvements such as keyword tuning or bid adjustments can then be made in the campaign, with an eye to producing improved conversions and maximize profits.
Clicks to Calls
Now let’s pretend you own a pizzeria that serves top-notch hand made authentic pizza, just like Mama used to make. Also, you have a good understanding that most of your sales come from delivery orders over the phone.
Well, did you know you can set up conversion tracking to see how many phone calls you get from your search ads? Using Google’s free call forwarding numbers, you can see how many people called using the number on your website or called directly from mobile ads. How neat!
Clicks to Leads
One of the biggest keys to a successful business is the generation of new leads. New leads equal more sales opportunities. More sales opportunities mean potential for more profit, and profit simply put, is good. A good way to collect leads is through lead-generation forms on your websites.
Form submissions can be tracked the same way as tracking online purchases. You can set a dollar value to each lead submitted, based on potential value and likelihood of closing, to determine what your PPC marketing return on investment is.
Do you know what we think the greatest part about PPC Marketing is? It’s measurability.
The endless data available through paid search campaigns allows for quality insights – for optimization and strategic planning. Conversion tracking data is essential to understanding and refining the performance of your campaign.
Not only does OutReach setup and create optimized PPC campaigns for businesses, we measure the success and push for constant improvement aligned with your business success. Give us a call, let’s see how we can help.
