Pay per click campaigns are a good choice for small businesses with limited advertising budgets, since it allows them to target their message directly to leads who are genuinely interested in what they have to sell. Unfortunately, it also carries with it some risks, such as the possibility that just anybody will click on the link out of curiosity and then simply leave your site after a few seconds or minutes. Hence, you will have to prepare your PPC campaign carefully, and then monitor its results to ensure that you are not wasting your money.
Here are some ways for tracking conversions from your PPC campaign.
- Use the AdWords Conversion Tracking tool. Using this free tool, you can monitor what aspect of your campaign has triggered a conversion, whether it is a keyword, ad copy or the placement of the ad. In addition, the tool also monitors which day and time have more conversions, as well as which geographic area these conversions come from. All you have to do is install a small script of html code on a confirmation page that customers see after they’ve made a purchase. The code then generates a conversion report that you can use to make adjustments to your campaign. You can also consider setting a monetary value to your conversions so that you can compare it to what you’ve spent on a keyword and see if the return on investment is worth it.
- Use the Call Tracking feature. If you take a lot of orders over your mobile phone, you can also set up the conversion tracker script to measure conversions by tracking those calls. You can install the html code on your mobile site.
- Use Google Analytics. The main benefit of using analytics is that it allows you to monitor user behavior while on your site to see how other parts of it are connecting with them. For example, if you have content on your site, Analytics can tell you how long they spent looking at it or if they navigated away at once. When you use analytics, you install the system on every page of your site. You should also define the monetary value of your conversion as a way to tracking how successfully you’ve met your goal and how much you spent to meet it.
However, analytics may give you conflicting data compared with your Conversion Tracking results. For example, if a visitor clicks on the link but only makes a purchase two days later, the Conversion Tracker would record it as an immediate conversion from the ad copy while the Analytics would record it as a direct traffic or walk in conversion, without relating it to the customer clicking on the ad earlier.
By using a combination of these monitoring methods, you can get a clearer picture of how your PPC campaign is doing and make adjustments to get a better return on your investment. For example, should you change the keywords you’re using on your ad? And you can also consider if the content you place on your site is actually affecting your conversions, i.e. if the visitor makes a purchase after reading an article or viewing a video.