How is your AdWords campaign doing? Sometimes, it can be hard to know. Even if you have Google Analytics installed, it can be difficult to tell which keywords are bringing the buying traffic, and which are bringing in the browsers.
It goes without saying that the more buying customers you can bring to your site, the better. Conversion tracking, if installed correctly, can help you figure out which keywords to push and which to cut back on.
Since your AdWords campaign began, you might have noticed a slight increase in enquiries or sales coming from online traffic. You might also be spending half of your daily budget on one keyword, so that most of the others aren’t getting much of a look-in. But is this keyword the one that’s bringing in the enquiries, or are you wasting most of your money on it when it’s not leading to any profit?
Conversion tracking works by registering every visit you receive to your confirmation page – the one that comes up once an online sale has been completed or a contact form has been successfully filled in and sent to you. If you don’t have one of these pages on your site, accessible only after you’ve generated a lead or made a sale, you won’t be able to install accurate conversion tracking.
If you do have a confirmation page, install the correct code onto it and you’ll be set. It might be worth following your site’s buying or contact form process to make sure that it’s all correctly configured. You’ll have an extra few columns in your campaign stats screen, alongside your cost-per-click, click-through rates and positions, and once you’ve tested your conversion process, one conversion should then show up in your statistics.
Once you’re confident the tracking is in and working, wait for your next few enquiries/sales to come in and then check which keywords are showing conversions. You might be surprised by the source of some of the results!
If expensive keywords haven’t converted after a couple of months, it would be wise to cut them from your campaign altogether, and use the funds to raise the bids on keywords that are converting. In this way, you can make your AdWords campaign as profitable as possible, with very little wasted spend.
The ‘cost per conversion’ statistic can be very illuminating. If you’re making very little profit from a product or service because of the amount of money it takes to advertise it, it might be a good idea to stop marketing it on AdWords and look to improve your natural search positions instead. This can be done via search engine optimisation techniques – take a look at our relevant section for details.