PPC Conversion Tracking – Get It!

Both Google and Yahoo offer PPC conversion tracking. While measuring impressions, clicks, CTR, cost, CPC, etc. is important, ultimately, what you really want to get down to is measuring and improving conversions.

Why?

If you approach PPC from the perspective of generating traffic, you are essentially throwing money into a void. Oh – some call this branding.

Branding is important, but, sales are better. Measuring conversions boils down to understanding your return on investment (ROI).

Also, you will find that some of your keywords may generate a high CTR, but never convert. You definitely want to ferret these keywords out and reassess your bidding strategy with them.

How does Conversion Tracking Work?

Conversion tracking involves placing a cookie on the user’s computer when the person clicks on an ad. If the user clicks on your Google PPC ad and reaches one of your conversion pages, the user’s browser sends a cookie to a Google server, and a small conversion tracking image is displayed on your site. When such a match is made, Google records a successful conversion for you.

In order to enable Google Conversion Tracking, in your Google Adwords UI, go to your desired account’s “Campaign Management” tab and click on the “Conversion Tracking” link. Follow the steps to generate a snippet of javascript, which you will then need to paste onto the”Thank You” page for one of your desired actions, such as sales, request for info, registration, etc.

Once this is set up, your Google reports will now show additional columns of data related to conversion statistics. For more detailed information about how Google Conversion Tracking works, download the Google Adwords Conversion Tracking Guide.

[tags]Pay-Per-Click, PPC, PPC conversion tracking, google adwords, SEM, search marketing, paid search, lorna li[/tags]

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