Are You Following Your Money?
Conversion tracking is a powerful way of measuring the performance of your
pay per click advertising. A conversion itself can be any action you want the user to perform from leads to sales. The main thing is to have a conversion tracking page such as a "thank you" page.
Conversion tracking allows you to statistically analyse search trends and make informed decisions. However despite its effectiveness many search marketers do not take advantage of this useful feature. This may be due to coding restrictions, nature of business or any other factor but one thing to note is that once set up, conversion tracking enables easy access to conversion statistics and accurate reporting.
With conversion tracking in place you can get the average cost per conversion (the average amount you are spending on pay per click for every conversion) this provides a good measure of how effective your campaign is and whether it is feasible to continue with it. This information can easily be assessed in detail to consider the worth of pay per click, and to adjust the use of search terms and bid rates to achieve better results.
The conversion rate can also be used to determine the effectiveness of landing pages. Having conversion tracking means that you can perform A/B tests or run Google Website Optimiser and get accurate reporting from these experiments, based on the conversion results.
Almost all of the search engines provide a means to track conversions; the major three Google, Yahoo and MSN require you to insert a special code into the conversion tracking page. The process is simple really so if you're not using this useful feature and have an ecommerce site or use an online enquiry form, contact your pay per click account manager for advice on how to get it set up.