Tracking & Measuring Success | The AdWords Series
What does success mean to you? It’s a broad question, however, within the realms of Google AdWords which is awash with ever increasing metrics, it’s a crucial one to address.
For most businesses, understandably the most important metrics are conversions and the cost per acquisition (CPA). Essentially, businesses want to calculate the return on investment (ROI) from your cold hard AdWords spend, and rightly so.
While you may think that you’ve created the most amazing ad copy, the proof really is in the pudding. For instance, if your ad copy does not resonate with your audience, then you’ll be able to see this when you look at campaign CTR performance.
Why is this metric important?
If you’re getting in front of your prospective customers, however, not generating clicks, then it goes without saying that you are never going to have the opportunity to sell your product or service.
To improve CTR it’s good practice to have at least 3 ads all of which should be different in terms of copy. This will help you to understand what ad copy works best, think of it as an experiment.
To further improve CTR use AdWords extensions, which are a great opportunity to expand your ads and include additional information to entice customers to click-through.
I personally believe conversion rate to be one of the most telling and equally most overlooked AdWords metric. A conversion rate represents the percentage of people who clicked on your ad that went on to complete the desired goal.
Why is this metric important?
To ensure that you do not end up paying for clicks which do not convert, it’s essentially wasted click spend.
Conversion rate may not be entirely down to your AdWords campaigns. A below average on-site conversion rate could point to more serious issues with regards to your website. For further guidance on this take a look at our tips for designing the perfect landing page experience.
AdWords conversion tracking options
Within Google AdWords navigate to ‘Tools’ and then ‘Conversions’. From here you’ll be able to set up a new conversion action.
The conversion options include;
- Website. Ideal if your desired action is for customers to take an action on your website, such as a purchase, or an online booking.
- App. Ideal if you want customers to download your app.
- Phone calls. Ideal for tracking calls made to a contact number on your website.
Setting up AdWords website conversion tracking
For the purpose of this guide, we’ll focus on setting up a new website conversion.
First, give your conversion a name, and select a category from the drop-down menu that best describes your goal, such as ‘Purchase/Sale’ or ‘Sign Up’.
Next, you have the option to assign a value for your goal. If you know the value of a sign up or perhaps the average order value for a purchase, then use this, as it will help you when it comes to calculating and tracking ROI.
Next, you’ll need to decide whether you want to count ‘Every’ conversion, which in the scenario where customer clicks your ad, and then makes 3 purchases, Google Ads will count 3 conversions. Alternatively, you can select ‘One’.
Finally, you’ll need to simply copy and add some code to your website. You can select to install the tag yourself, or you can use Google Tag Manager.
If you have a WordPress website, then you can also use a range of plugins such as WP Insert Code, to make the process of adding the code to your website easier.
If you already use Google Analytics and have goals set up, then you can import Analytics goals and transactions into Google Ads Conversion Tracking.
Looking for more AdWords inspiration? Be sure to check out the rest of the guides in the series;
Tracking & Measuring Success
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Craig, is the International Marketing Manager at 10to8, with over 10 years’ digital marketing experience.
At 10to8 Craig devises and oversees multi-channel marketing campaigns, and plays a pivotal role in growing the business.
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