Conversion-Tracking Tips for Google Adwords
The next step after you’ve selected your keywords and written a compelling ad is to track your conversions. Any Adwords campaign would not be successful if users do not have the tools for tracking conversions.
You have the option of simply using your landing page hits and number of sales from a link to analyze your conversions. But it’s also worth looking at the tools Google provide its Adwords users for acquiring conversion data. Here are some tips and guidelines for using Google’s conversion tracking tools.
Google uses a Javascript code to gather conversion data from your links. You need to embed this code in your links. This method can also be used in most checkout processes including shopping carts.
Using this method will allow you track the number of complete conversions for each ad. This tool, however, does not show you the number of visitors to the site. After placing the code in your website, you can then access the tracking reports under ‘Campaign Summary’ page in Google Adwords.
The only requirements for installing conversion tracking on your website is that you are running approved Adwords ads on the site, and that the code snippet is placed only on your conversion page. If you’re missing either of these elements, you will not be able to generate accurate data about your Adwords campaign.
You can confirm that the code is working by doing a complete conversion yourself. Just remember not to click on your own ads as this is against Adword’s TOS. Once a conversion is done, you will be able to see the click-through and conversion data within twenty-four hours.
If you are using PayPal or another payment checkout system, you can still track conversions by setting up your Google Adwrods conversion tracker correctly. All you need to do in this case is set up a conversion confirmation web page within PayPal; you can then insert the Google Adwords JavaScript code directly into the web page. Whenever a customer completes the PayPal or other shopping cart process, you’ll have a record of their visit, and, most importantly, the conversion.
Authors Sarah Milstein, J.D. Biersdorfer and Mathew McDonald of the book “Google: The Missing Manual”, explain that it’s also important to determine your total cost-per-conversion over any given campaign period.
This information will let you understand how much it actually costs to generate your sale; you can calculate this by using the free conversion-tracking tools and matching the number of conversions up with the total cost of your campaign for any given period of time. To calculate this, you will need to produce a summary report of keyword purchases at the end of each month and divide the number of conversions by your total costs to run the ad.
Marketing with Google Adwords is a powerful technique that most online-businesses can use to attract more sales. Creating quality Google Ads is one of the best skills to have when using Adwords – and there are many quality training resources available online.
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