While ROI (Return On Investment) is the most important factor of your pay-per-click campaign, Google and other popular PPC programs make it easy to track this through conversions.
Here is the definition of a conversion tracking from Google:
What is conversion tracking?
In online advertising, a conversion occurs when a click on your ad leads directly to user behavior you deem valuable, such as a purchase, signup, page view, or lead. Google has developed a tool to measure these conversions, and ultimately, help you identify how effective your AdWords ads and keywords are for you.
It works by placing a cookie on a user’s computer or mobile phone when he or she clicks on one of your AdWords ads. Then, if the user reaches one of your conversion pages, the cookie is connected to your web page. When a match is made, Google records a successful conversion for you. Please note that the cookie Google adds to a user’s computer or mobile device when he or she clicks on an ad expires in approximately 30 days. This measure, and the fact that Google uses separate servers for conversion tracking and search results, protects the user’s privacy.
In general terms we track from the point to where the user searches for your term, clicks on your ad, and then purchases a product, fill out a request form, or any other form of lead.
If we see a keyword set is not converting than we generally investigate and adjust budgets towards keywords that do convert. The first month or two generally consist of us making these tweaks daily to optimize your campaign and get it converts at the highest potential. From that point on, we do small tweaks and market research that help to improve sails and ROI.
Here is a screenshot from a client of ours that is highly optimized and doing very well in their niche market.
For every $16.35 spent, the is a conversion.
Is your campaign optimized well? Is it worth you hiring a professional to do so? You may be losing hard earned dollars by not doing so.
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