Conversion Tracking – Managing the Cost per Conversion in Google AdWords Campaigns
How do you value each prospect, customer or sale in Google AdWords campaigns? A critical factor in determining the return on investment in any AdWords campaign is the cost per conversion.
Thankfully, there are a wide range of tools available to assist in accurately identifying and tracking conversion costs, including those available within the Google AdWords environment itself.
Correctly used, these allow marketers and senior management to determine the overall cost and effectiveness of individual campaigns. Armed with this knowledge, the business can refine or indeed abandon ineffective campaigns, freeing up resources to focus upon those where conversions are in line with expectations.
There are many factors affecting conversion rates, not least of which is landing page quality and relevance. Using simple metrics in dividing the number of ad clicks by the number of sales or desired actions generated allows accurate analysis of overall conversion.
Techniques include the use of tracking codes and, indeed, a range of differently optimised landing pages (see elsewhere on our site for further information regarding landing page optimisation). Comparing the conversion rates across different streams allows the business to identify the most effective combinations of keywords, ads and landing pages.
As with any search optimisation activity, AdWords campaigns need to be driven from the top down, starting with matching search terms or keywords. Some of the most common mistakes relate to overly broad matches or poorly designed search term inventories which will drive generalised traffic including ‘frustration clicks’, thus compromising conversion rates.
Our experienced, multi-disciplinary team can work with you in identifying issues from strategy through to detailed implementation and in the construction of multiple comparative streams, all with the objective of achieving the best possible conversion rates.