PPC Conversion Tracking: How to Get Started

December 10, 2015 Digital Marketing for Beginners, PPC Marketing No Comments

Are you paying enough attention to your company’s conversions? Are you analyzing where they came from? Can you pin point their source? And are you using these success (or failures) to fuel improvements?

The answers should be yes, yes, yes and yes, but if that’s not the case, it’s important to get started with PPC conversion tracking right away. Luckily, we can help.

ppc conversion tracking

How PPC Conversion Tracking Works

PPC conversion tracking involves adding codes to ads to assess the movement of your visitors. When it comes to conversion tracking, too many businesses limit their tracking to sales. With conversion tracking it’s important to involve other activities like completion of a sales inquiry form, download of a particular business application or form, registration of a client etc. Depending on what you consider a conversion, you can use this technique to assess the level of success for that particular objective.

Essentially, conversion tracking is used to monitor the effectiveness of an advertisement strategy. The data obtained from conversion tracking is essential in testing the suitability of different keywords and landing pages related to a PPC ad.

Setting up AdWords Conversion Tracking 

PPC tracking involves coding. Using Google, for example, it is possible to put their conversion tracking codes on your page in order to get insight on how much you spend on PPC ads and how much sales result from the subsequent clicks. For Google Tracking, the procedure is easy and straightforward:

  • For one, you need to log into your Google AdWords account using the necessary credentials. At the bottom of the list, click conversion tracking before you proceed.
  • Click the CONVERSION icon to move to the next step. At this point, you will need to specify your conversion. Different businesses have varied perceptions of conversions. It might be sales or download of an app. At this point, you will also need to select the source of your conversion. For affiliates, web page option is most suitable.
  • Proceed to the next step which involves setting up of the value count, category and window of the conversion being tracked. Depending on what you are tracking, the windows might vary. While doing this, you can always use the questions at the side of the page for guidelines.
  • You will need to choose whether you want the little tracking indicator to appear on your page or not. For those keeping track of their personal websites in relation to the PPC ad, this might be a brilliant idea.
  • The next step is a critical one involving the incorporation of code. Whether you do the coding on your own or hire someone to get it done for you remains a personal choice. However, it is important to seek the services of PPC experts if you want to get the most out of PPC conversion tracking; they will help you generate the most viable codes.
  • Include the code in the page involving the conversion action. For instance, those tracking sales can paste the Google AdWords code on the ‘Thank You Pages’ of the product.

This is all you need to get started with Google Conversion. From this point, you will be able to facilitate effective pay per click management and keep records of essential features. A couple of days after you have gathered sales or attained several clicks, new details will appear as part of the conversion tracking pages. These details include conversions, cost per conversion and cost of conversion rates. It is possible to view this available information at either the adgroup level or keyword level.

Assessing Return on Investments

Return on Investment is a critical component for PPC conversion tracking. You will want to know the relationship between investments and profitable returns. (That[‘s where Acquisio shines).

With reporting, from Google or Acquisio, depending on your needs, you can check the ROI of different adverts or narrow down to specific keywords. This way, you will be able to analyse the observations and come up with concrete data based on the results. One essential aspect of carrying out the Return on Investment Analysis is that you will be able to determine whether a campaign strategy is worth sticking to or it is time to pack your bags and try something else.

How does PPC Conversion Tracking help your Business?

After spending sleepless nights modifying and optimising your advert, investing additional time and resources trying to monitor its progress can be daunting, but it’s an essential part of PPC management, and plays an essential role in improving your business.

  • You can easily find out the return on investment. Are you spending money on a strategy that is not worth it?
  • It is possible to identify the possible faults present in your adverts and consequently rectify it.
  • You will be able to find out how much you are using to bring in new visitors to your website.
  • It is easier to test a new PPC ad that you have recently launched. This way, you will be able to assess whether to retain it or make further adjustments before using it again.
  • It is possible to analyse the effectiveness of conversion pages. It is fast and easy using PPC tracking technology to find out the viability of conversion pages.

Essentially, profitable PPC management starts with conversion tracking. With the possibilities of finding out the return on investments, detecting faults in PPC campaigns and testing effectiveness of new ads, the importance of tracking cannot be overemphasized. If you have never taken closer considerations of this essential component of PPC advertisements, you might want to review your steps; it is never too late!

Jack Dawson

Jack Dawson

Jack Dawson is a web developer and UI/UX specialist at Big Drop Inc. He also works at a design, branding and marketing firm he founded 9 years ago. He likes to share knowledge and points of view with other developers and consumers.

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