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What is conversion tracking in search and how does it work
Conversion tracking in search helps you measure how well your keywords and ad text are performing by assigning a conversion value to each click. The conversion value is determined by the keyword or ad that generated the click-through action, and it can be set to any number of different metrics: cost per acquisition, gross profit per acquisition, or number of leads. It can be set up to report internally or externally.
The conversion value is determined by the keyword or ad that generated the click-through action.
It can be set up to report internally or externally.
Conversion values you report in Search Ads 360 will be applied to any search ad campaigns measured with conversion tracking, and the conversion values are disclosed in performance reports and in the search campaign interface. If you use Conversion Tracking in AdWords, the same value will apply to both accounts.
Conversion values can be assigned to clicks on ads displayed in the following places:
AdWords search network ads [ARTICLE END]
The benefits of conversion tracking in search
By knowing which keywords and ad text convert most effectively, you can adjust your campaign budget to focus on the highest-converting keywords and ads, instead of spending your budget equally across each keyword or ad group. You can also focus on the highest-converting keywords and ads in paid search campaigns, which makes you more likely to continue converting visitors once they reach your site. As a result, your traffic quality increases, which benefits both you and your users.
When you use conversion tracking in search, you can better understand how each of your keywords and ads is performing by seeing the number of conversions each one generates. For instance, if an ad group has 10 keywords with the same match type and bid, how do you know which ones are contributing to the highest number of conversions? With conversion tracking in search, you get data to help determine which keywords are performing best for driving qualified traffic to your site.
Improved quality of traffic and performance data
Using conversion tracking in search gives you insights about the quality of your visitors and what content, offers, and landing pages are most likely to convert them into customers. Armed with this information, you can optimize your campaigns to generate more relevant traffic and higher conversion rates.
How to set up conversion tracking in Google AdWords
To set up Google AdWords for conversion tracking, you must change the options in your account. To do this, find the Campaign Settings tab and click on Edit next to the conversion tracking option. Then, in the Conversion Tracking section of the Edit campaign settings page, you will see a number of different options for setting up conversion tracking.
You can set up conversion tracking in a number of different ways, depending on your preferences.
Google Analytics standard vs. enhanced e-commerce tracking: As the names suggest, these are two different Google Analytics goals you can use for conversion tracking. The standard e-commerce goal is more simple and only tracks sales and not other conversions, like signups or newsletter subscriptions. The enhanced e-commerce goal gives you additional tracking capabilities so you can see how many people reach the confirmation page before completing their order. Once you’ve decided which goal you’d like to use, you can then select the option for tracking conversions in AdWords.
Select the conversion type: The next section of the conversion tracking settings allows you to select which types of conversions should be tracked. These options include product changes, product purchases and add-to-webcart purchases.
Examples of how to use conversion tracking data
Conversion tracking reports display conversion data for the most recent thirty-day period in your AdWords account. You can use this data to analyze which of your keywords and ads are performing the best, which ones need improvement, and how much revenue you are receiving from conversion. You can use your conversion report to see which ads and keywords are bringing users to your website, how many of those users are converting, and what the average price they paid was. You will also be able to see which of your ads are most effective at getting people to stay on your site.
Conversion reports are available for each of your AdWords accounts and can be accessed through the Tools tab. [TECNICIANS NOTE : Click on OPTIONS in top, while hovering the mouse over conversion tracking reports, the drop down menu will appear. Select MANAGE SETTINGS.]
Go to your conversion tracking report by clicking on CONVERSION TRACKING under the tools tab. There will be a table marked “conversions” at the top of your report that shows conversion data for three different date ranges. Once you click on the date range, you can choose a different date set to look at. For example, you could select a date range of the last 15 days, 30 days, or 60 days to view.
Tips for improving your conversion rates
Conversion tracking will show you which of your keywords and ad groups are converting the best, which ones need improvement, and how much revenue you are receiving from conversion. With this information, you can make changes in order to optimize your campaigns’ performance. For example, if you notice that some of your keywords are showing a high loss rate, it may be because people aren’t using them properly. If this is happening frequently, consider adding the keyword back into your campaign and checking whether the usage problems have been corrected. If they haven’t, it may be because your keyword is a competitor. If you are trying to get more conversions from that keyword, you may need to use different ad groups or keywords that aren’t direct competitors. Here are some other tips for improving your conversion rates:
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* – Not all search engines can track clicks, but some offer conversion tracking. Google AdWords and many display advertising networks do; so do some affiliate networks. You can also use other ad platforms that have conversion tracking, such as Yahoo! Search Marketing, Market Samurai or Bing Ads. If you’re unsure of what search engine your campaign is being served through, contact the search engine provider to inquire about the features for your brand or website.
* – Choose display ad campaigns that offer a tracking pixel (known as a conversion pixel). The conversion pixel is invisible to the visitor, and is inserted on your page in order to track conversions. It appears in a small JavaScript tag that tracks when someone places an order or clicks through the campaign.
