Conversion Tracking

By Jai Khan, September 21st 2015 in Conversions
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Why Employ Conversion Tracking Methods?

Not tracking the conversions you get from Google Adwords campaigns is a cardinal sin in the PPC community. We have witnessed hundreds of business owners throw money down the drain spending vast amounts on the keywords they think generate sales and leads from them but once we put conversion tracking in place we often discover very different results.

Conversion Tracking Can Save You Money

Wouldn’t it be great if you could switch off every single keyword that didn’t generate a single lead or sale for you? Well you can! Conversion tracking shows you the keywords that drain your precious spend and give you nothing back in return. You can cut these budget sucking parasite words out of your campaign and switch them off, never having to waste another penny on them again.

Conversion Tracking Can Make You Money

Once you know which words lead to conversions you can generate more by allocating more budget to them. You can increase your keyword bids to ensure you are in top positions, increase your budgets to make sure you are shown throughout the day or test new ad copy to improve the click through rates of the adverts for these keywords. You could even look to improve your quality scores by ensuring words that convert can be seen prominently on the landing page.

What can you track

When it comes to ad conversion tracking there are a number of approaches that you can take. The approach/es that you decide to use will depend on the goals of your website. If your goals are related to actions on the website, then you can employ website conversion tracking for your ads. Some examples of what you can track are:

  • Product or Service Sales
  • Contact Forms
  • Mailing List Sign Ups
  • Newsletter Subscriptions
  • Downloads from the site e.g. brochures
  • Visits to key pages on the site

Track App-Related Conversions

If you offer apps for Android and iOS operating systems and if you have ads trying to get users to download these apps, then you can employ app-related conversion tracking. This includes, in addition to tracking actual app downloads, tracking of any in-app related activities that your ads are aimed at. Examples of an in-app activity may include a purchase of a product from within the app or upgrading a subscription package and so on.

Track Calls and Offline Activities Resulting From Ads

Conversion tracking also has features that help you to determine which of the calls that you receive are due to your ads. You can also track offline conversions (like a person visiting your office) that result from your ads, though you will be required to do a bit more work than for other conversion methods.

Jai Khan

Head of New Business - Push

Jai reviews several PPC campaigns every day and helps to shape businesses PPC strategy. He is also sings a bit, check him out on You Tube.

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