Setting up a new advertising campaign on Google AdWords has never been easier. A targeted campaign connects your brand to your audience through paid ads and drives more traffic to your website.
What makes AdWords such as a powerful platform is the availability of specific performance data. At a glance you can view ad clicks, average positions, costs per click, and even metrics like phone calls and the exact keywords used to find your ads. While these metrics are important to track, what ultimately matters are whether your campaigns are converting.
If certain ads aren’t generating results, it makes no sense to continue running them. Likewise, if there are keywords driving a majority of sales, you can allocate resources accordingly. Optimising your campaigns and maximising your ad spend starts with conversion tracking.
Conversion tracking lets you identify how your campaigns are performing right down to the ad group and keyword level. A conversion is any profitable action your visitors take on your landing pages. Examples include making a purchase, filling out a lead form, signing up for your newsletter, or even downloading an app. You’ll be able to track each of these actions with conversion tracking in place.
That level of insight is incredibly valuable. The data lets you identify which areas of your campaign are working and which aren’t. If certain ad groups are performing poorly, you can remove them and allocate your budget to better performing ads. Alternatively, you could also take steps to optimise underperforming campaigns.
Either way you minimise wasted ad spend and improve your overall return on investment as a better PPC conversion rate means more sales.
Google conversion tracking works by first creating a conversion action in AdWords. Then you’ll need to paste a snippet of HTML code into the page that loads when a visitor completes an action. The most common example is the Thank You page that users see upon making a purchase or filling out lead form.
When users click on your ad, Google automatically adds a tracking cookie to their browser that “follows” them as they browse your landing page. A conversion is only recorded when visitors land on the page that has your AdWords conversion code.
Note that some actions don’t require a tracking code. A Google forwarding number automatically tracks phone calls from call extensions or call-only ads.
Setting up conversion tracking in AdWords is relatively straightforward. Login to your AdWords account and click the Tools link at the top. Then select Conversions from the menu and you’ll see the following tracking options:
AdWords lets you track a wide range of metrics but for now select the first option to track conversions from your website. On the next page you’ll need to provide basic information about the conversion action including the name and how much a conversion is worth.
After completing all fields on the page, a tracking snippet will be generated on the next page:
You’ll need to add this code to your Thank You or order confirmation page to start tracking conversions. Note that it can take some time before conversions start recording in your account. For other marketing platforms such as Facebook Ads and Bing Ads, you’ll also want to track clicks and conversions.
If you have yet to get started with conversion tracking in AdWords, we can help.
Paid Traffic manages all aspects of your PPC campaign and gets your business properly set up with conversion tracking. We also offer conversion rate optimisation services to maximise your ad spend and drive even more sales. Contact us today to schedule a consultation with our AdWords consultants.