AdWords Conversion Tracking

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AdWords Conversion Tracking

Your AdWords campaign is finally running and driving more clicks to your landing pages. But how do you know which of those clicks are resulting in sales?

A conversion is defined as any profitable action that a visitor takes on your page whether by making a purchase, filling out a lead form or downloading a whitepaper. Conversion tracking is a powerful tool that lets you easily track how well your campaign is performing based on metrics that you designate.

Why Track Conversions?

Information is power. And the more you have about your campaign, the better decisions you can make. Here are several reasons why you should implement conversion tracking:

Gain insight: Measuring conversions allows you to see exactly what campaigns and even keywords are receiving the most conversions. If you notice that an ad group is poorly performing, you can remove it altogether and allocate more resources to those that are delivering sales.

More customers: Being able to see actual conversion data gives you a much clearer picture of what changes you need to make to underperforming campaigns. Once you make those changes you can expect a dramatic increase to your bottom line.

Improve ROI: Some keywords ultimately perform better than others. By eliminating underperforming keywords for your campaign, you can improve your overall return on investment.

Armed with this information you can better optimise your campaign and increase sales. Here we look at how to setup conversion tracking for your PPC campaign.

1. Setup Conversion Tracking

Getting started with conversion tracking is relatively straightforward and is accessible from the dashboard. Log into your AdWords account and click the Tools tab at the top. Then select Conversions from the dropdown menu.

2. Choose a Conversion Source

Click on the red Conversion button to select a source. This is where a visitor will complete a conversion such as on your website.

Click the Select button under Website. Note that you can also use conversion tracking for app downloads or even calls to your business. On the next page you will be asked to provide basic information about the conversion action including its value (such as the price of the product or service price you sell). After filling out all the fields, click the Save and continue button.

3. Install the Tracking Code

To track conversions you will need to copy and paste some code into your website.

Note that you will need to paste the code into the page that you want to track the conversion for such as the “Thank You” or order confirmation page. If someone else manages your website, you can email the instructions and code for the conversion tracking. Now when someone lands on your landing page from a text ad and makes a purchase, you can determine the exact keyword that led to that conversion.

4. Add Conversion Tracking to Columns

You can see in-depth information about your conversions at the ad group, ads, and keyword level. Select the Campaigns tab then Columns tab and Conversions to customise which columns appear.

Now you can see conversion data for each ad group right down to the keywords.

Once the conversion tracking has been set up, let it run for several weeks so you can gather comprehensive information about your campaign. Analysing the data provides invaluable insights such as which keywords convert the best and even how consumers behave on your site.

In the next section we look at how to manage your PPC budget.

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