The Google AdWords platform is a tremendously effective and cost-efficient way to promote your business if you're running your own ad campaign. From text and banner ads to video, search, and app ads, Google gives you the tools you need to spread the word about your business quickly and easily. It's one of the good advertising strategies for non-profits.
Whichever ad type you choose to go with (and you may decide to stick to text ads only or a marketing mix of every kind of ad), you can reach a vast audience over a network of over 2 million websites and apps.
But once your AdWords campaign is up and running, you cannot afford to just sit back and let it do its thing. By utilizing conversion tracking, you can turn a good campaign into a great one, bringing in more customers and vastly improving your ROI (Return on Investment).
What Conversion Tracking Is
In a nutshell, the AdWords conversion tracking tool is a powerful piece of software that lets you identify just how well your campaign is performing in specific areas. These include lead generation, download, email sign-ups, downloads, and more.
Every business is different, and incentive to entice customers to conversion can mean different things to different business owners. For you, it could be as simple as creating an effective newsletter and having someone sign up for it. For someone else, it could mean making a purchase, calling a number, or downloading a PDF.
What’s great about AdWords is that it lets you choose which customer actions you class as conversions, and then in just a few simple steps, you can track those conversions and tweak the campaign accordingly.
How to Set up Conversion Tracking to Improve Your Ad
It couldn’t be easier. What you need to do it generate a small piece of HTML that you paste into the code for the webpage your site visits AFTER they have completed the process you count as a conversion.
This could be the order confirmation page, a thank you page (either for ordering or downloading a newsletter), or any other page you have on your site that you would consider being a conversion.
When the customer visits that page, the conversion code is activated, and a flurry of data is sent back to Google AdWords. What’s more, you can create a different conversion code for every page you want to track.
How to Utilize Conversion Tracking Data
This is the key to a successful campaign if you are an advertising manager. Once you have started to collect conversion tracking data, you can use it to make adjustments to your campaigns. You will need to let the conversion tracking data accumulate for at least a few weeks (unless you come out of the gate with an incredible amount of traffic).
When you start to see a significant number of customers hitting the conversion code you placed on the site, you can find out how they arrived.
For example, more specific keywords can vastly improve the conversion of your campaign, BUT it will result in less traffic. However, you want qualified leads, so the vague terms that brought them to your site won’t be effective at converting.
Let’s look at the following four keywords:
- Vintage Watches
- Vintage Rolex Watches
- Vintage Mens Rolex Watches
The first keyword is vast. In fact, it is going to be too vague and generic to lead to the kind of conversion you would want if you site sold high-end vintage watches. Someone wanting a $25 Casio will not convert. So, although you may get great traffic with the first result, you’ll get a more qualified and interested buyer with the fourth.
You could go one step further and add in price points for the ad so that people know they will be forking out over $1,000 for any watch they buy. Again, you shouldn’t worry about scaring away customers who cannot afford that anyway.
Test Conversion Tracking to Improve More
The conversion tracking Google has put in place helps you create targeted campaigns with measurable results. This is not unlike direct mail campaigns which used the split-test method to identify the best performing creative.
So, test different ways of bringing customers to your site. Try negative keyword associations as well. If we continue the watches analogy, you could include words like “cheap,” “bargain” and “sale” as negative keywords. This will ensure even greater conversion by excluding prospects that are not in the market for high-end timepieces.
With conversion tracking, you get to steer the marketing campaign accurately, making constant course corrections to improve ROI.