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Why you should use AdWords conversion tracking

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Conversion tracking helps you find out your AdWords return on investment and where money is best spent.

Conversion tracking helps you find out your AdWords return on investment and where money is best spent.


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  • 1. Why you should use AdWords conversion tracking and how to get started in 30 minutes or less!       http://www.panasianventures.com           January,  2013                               +63  2  625  0190              info@panasianventures.com  
  • 2. If  you’re  not  using  conversion  tracking  with  your  AdWords  campaigns  please  read  the  following  –  it’s  truly  an  Internet  marketing  best  practice  to  do  so  and  costs  you  nothing  but  a  few  minutes  to  set  it  up!  Please  call  or  email  if  you  need  assistance  with  this  process,  which  we  will  usually  provide  at  no  charge  (depending  on  the  complexity  of  your  website).    Conversion  Tracking  is  accomplished  by  placing  a  small  piece  of  code  in  your  ad,  landing  page  or  “thank  you”  page  to  record  the  movements  and  actions  of  your  visitors.  The  recorded  data  can  be  used  to  find  out  what  aspects  of  your  advertising  and  website  design  are  working  and  what  ones  arent.  Tracking  allows  you  to  test  multiple  ads,  keywords,  landing  pages  and  offers,  and  compare  the  results.    Why  Bother?  Why  should  you  bother  with  tracking?  Because  simply  knowing  how  many  leads  you  are  getting  or  sales  you  are  making  isnt  enough.  If  you  are  spending  a  lot  of  money  on  a  particular  pay-­‐per-­‐click  campaign  or  youve  spent  quite  a  few  hours  setting  up  what  you  hope  is  a  killer  email  blast,  then  its  nothing  less  than  basic  business  sense  to  use  some  sort  of  tracking  to  find  out  whether  that  time  and  money  is  paying  off.  Lets  say  you  start  promoting  a  learn  guitar  product  like  Jamorama.  After  about  a  month,  you  can  see  that  you  are  making,  on  average,  10  sales  a  day.  If  you  are  making  a  profit,  thats  good  -­‐  but  what  if  youre  not?  At  this  point,  you  have  no  idea  whether  thats  because  your  pay-­‐per-­‐click  ads  arent  very  good,  whether  your  landing  page  is  putting  people  off,  or  whether  you  are  spending  too  much  promoting  the  wrong  keywords!  On  the  other  hand,  lets  say  you  are  making  a  profit.  In  this  case,  tracking  might  not  seem  so  critical  —  but  consider  how  much  more  profit  you  could  get  if  you  found  that,  for  example,  your  pay-­‐per-­‐click  ad  for  the  keyword  learn  how  to  play  bass  guitar  was  getting  twice  as  many  conversions  as  your  ad  for  the  keyword  how  to  play  acoustic  guitar.  You  could  then  reduce  your  spend  on  the  acoustic  guitar  ad,  and  increase  your  return  on  investment!      Pan-­‐Asian  Ventures   Page  2  
  • 3. How  Tracking  Helps  You  Make  More  Money  At  the  most  basic  level,  tracking  helps  you  find  out  your  return  on  investment  and  where  money  is  best  spent.   • It  helps  you  discover  what  keywords,  ad  groups  and  campaigns  are  most  profitable.   • It  allows  you  to  test  new  ads  and  conversion  pages  more  effectively  and  more  quickly.   • It  lets  you  find  out  how  much  each  visitor  is  costing  you.   • It  helps  you  discover  any  leaks  in  your  landing  page  or  website.  Pay-­‐per-­‐Click  Tracking  Google  allows  you  to  place  their  conversion  tracking  codes  on  your  "thank  you"  pages  so  that  you  can  see  how  many  sales  resulted  from  each  ad  group,  and  how  much  each  sale  cost  you.  Lets  take  a  look  at  Google:  Setting  up  Google  tracking  is  very  simple  and  involves  placing  a  small  piece  of  code  on  the  conversion  page  of  your  website  or  the  website  of  the  merchant.  The  conversion  page  is  the  page  that  confirms  the  particular  action  you  wanted  your  visitors  to  take,  such  as  the  page  that  says  thank  you  for  purchasing  X  software  or  thank  you  for  signing  up  to  my  email  list.  Remember  that  tracking  isnt  restricted  to  sales.  AdWords  tracking  lets  you  follow  leads,  signups,  page  views  of  an  important  page  on  your  website  or  any  other  detail  specific  to  your  business.  To  get  started,  log  in  to  your  Google  AdWords  account  and  click  the  Conversions  option  under  the  Tools  and  Analysis  tab  at  the  top  of  the  page.        Pan-­‐Asian  Ventures   Page  3  
  • 4. Choose  the  conversion  type  you  wish  to  track  which,  for  most  people  will  be  purchase  or  lead.    If  at  all  possible,  assign  a  value  to  the  conversion  based  on  your  estimate  or  actual  knowledge  of  what  the  action  is  worth.  This  will  provide  important  ROI  information  when  you  are  evaluating  your  campaigns.  If  the  conversion  results  in  a  lead,  you  should  have  some  idea  of  what  a  lead  is  worth  to  your  business  based  on  the  average  number  of  leads  that  ultimately  result  in  sales,  or  based  on  the  cost  of  a  lead  attained  through  other  means.  (If  you’re  selling  multiple  products,  see  the  last  section  on  dynamic  CPV  tracking.)    The  next  step  is  recommended  but  optional.  Select  the  text  format  that  best  fits  in  with  your  website  and  choose  the  background  color  for  the  ‘Site  Stats’  notification.  This  small  piece  of  text  will  be  visible  to  your  customers,  as  Google  believes  people  should  be  aware  that  their  movements  are  being  tracked!  Next,  select  the  language  and  security  level.      Pan-­‐Asian  Ventures   Page  4  
  • 5. Grab  the  tracking  code  by  copying  it  to  your  clipboard.      You  should  put  this  code  on  the  page  that  appears  after  your  visitor  has  carried  out  the  action  you  want  them  to  do.  If  you  wish  to  track  sales,  then  you  will  need  to  paste  your  Google  AdWords  code  into  the  "thank  you"  page  after  the  shopping  cart  checkout  process.  If  you  are  collecting  leads  or  signups,  the  “thank  you”  page  is  what  appears  after  the  user  clicks  the  ‘Submit’  button.    As  you  start  to  gather  clicks  and  sales,  youll  be  able  to  see  some  new  details  appearing  in  your  Google  account:  cost,  conversion  rate,  cost  per  conversion  and  conversions.  You  can  drill  down  to  view  this  data  at  either  the  ad  group  or  keyword  level.  To  find  your  return  on  investment  for  keywords  or  campaigns,  go  to  the  Campaigns  tab  and  run  a  keyword  performance  or  campaign  report.    Pan-­‐Asian  Ventures   Page  5  
  • 6. Additional  information  if  you  are  doing  online  selling  If  you  are  selling  products  or  services  on  your  website  we  also  recommend  that  you  use  dynamic  value  tracking  in  your  conversion  tracking  which  will  help  you  calculate  CPV  (cost  per  value)  and  optimize  the  campaign  for  a  better  CPV  in  future.  This  is  because  being  an  ecommerce  website,  assuming  you  sell  multiple  items,  your  subtotals  and  cart  values  will  change  constantly.  Only  a  slight  modification  in  your  conversion  tracking  code,  which  we  can  help  your  web  developer  understand  and  implement,  can  bring  you  a  wealth  of  information  on  how  your  revenue  is  being  driven  by  what  keywords  throughout  the  online  sales  process.  Since  you  will  be  able  to  retrieve  cost  per  value,  you  will  know  the  value  of  conversions  that  each  keyword  drives  and  then  invest  budget  in  the  keywords  accordingly  based  on  that  knowledge.  Some  keywords  might  be  driving  conversions  that  are  worth  10  times  more  in  value  than  other  keywords,  so  it  would  be  smart  to  bid  higher  for  those  keywords.  You  want  to  pay  more  per  click  for  keywords  that  drive  conversions  with  higher  values.  Enabling  dynamic  value  tracking  is  not  difficult.  You’ll  see  in  the  illustration  below  how  it’s  set  up  in  the  AdWords  conversion  tracking  menu.  The  red  arrow  is  pointing  to  a  question  mark  which  links  to  a  help  page.  This  page  explains  the  differences  in  conversion  value  tracking  depending  on  whether  your  website  is  using  Active  Server  Pages,  Java  Server  Pages,  or  PHP  and  will  provide  a  code  snippet  for  your  use  on  the  ‘results  page’  in  each  case.  Further  instructions  here  tell  you  what  to  do  if  your  site  has  web  pages  with  frames,  and  if  your  pages  are  using  secure  or  non-­‐secure  protocols.  The  green  arrow  on  the  screen  shot  shows  the  variable  ‘value’  string  that  will  be  passed  back  to  AdWords  conversion  tracking  –  in  this  example  it’s  the  ASP  version.        With  value  tracking  set  up  and  working  properly  on  your  website  you  will  be  able  to  add  columns  to  your  AdWords  reports  such  as:  Total  conversion  value  Conversion  value  /  cost  Conversion  value  /  click  Value  /  conversion  (1-­‐per-­‐click  or  many-­‐per-­‐click)    Pan-­‐Asian  Ventures   Page  6  
  • 7.    Good  luck  implementing  and  using  conversion  tracking  on  your  website.  We  are  confident  that  you’ll  find  it  very  useful  in  maximizing  the  effectiveness  of  your  Google  AdWords  campaigns.              The  basic  format  and  some  of  the  content  herein  are  from  the  website  http://www.afiliorama.com  Pan-­‐Asian  Ventures   Page  7