Understanding The Basics Of Conversion Tracking

Edwards fans and welcome back to this exciting chapter where you and I are going to get started talking about conversion tracking in Google Adwords I know I see this a lot but conversion tracking really is the most important way for you to assess and measure the results of your account. There are certain things like you know keyword match types understanding account structure that are the most important things when it comes to building a successful account or building an account building an account that's going to be successful tracking conversions is the most important thing when it comes to measuring results. What are conversions. A conversion is any action that's valuable for one of your potential customers or visitors to take on your site. It doesn't necessarily have to be a sale. People usually refer to conversions as sales but the conversion doesn't have to be a sale. A conversion is any action that is valuable to you than a customer or web site visitor can take on your Web site. Put a little bit more clearly tracking conversions is how effective are your ads. Can't your ad campaigns I'm sorry in leading visitors to take valuable actions on your site. That's what track and conversions allow you to do and tracking conversions is really as it sounds. It's setting something up. We're going to talk about exactly what that is and we're going to walk through all the steps but it's configuring a number of different settings that are going to allow your Adwords campaign to tell you when an ad click led to a sale or when an ad click lead to a valuable action that you determine is valuable for your business. So what are some of the benefits of tracking conversions. First of all it's the number one way to increase your y are why in case you don't know stands for a return on investment. We're all in this to make money. OK so let's let's just be clear. Nobody's advertising without the ultimate goal of turning a profit somewhere down the block. You might be advertising for a free eBook he might be advertising for a free video but at some point you'll believe that this traffic that you're buying with AdWords is going to ultimately pay you back . But more importantly it's going to pay you back more money than what you spent on getting the traffic to your site. That's return on investment the return. How much you've made on your investment in the ads tracking conversions is the only way that we can know whether or not our account is making money whether or not our account is successful. It's tracking the users behavior on our site and it's giving us an exact dollar value matching it up with the amount that we spend on Edwards. Sure you might know kind of intuitively or based on guesswork that your business was making 500 bucks a month before you started your ad campaigns and you put up a ad campaign and an Edwards campaign that was spending $200 a month and then you started making a thousand dollars a month. You said hey I'm getting $200 a month in advertising and I'm making $500 a month action and I was making before my advertising is profitable. Yes you might be right but you don't know where in your account that profits coming from. You don't know which ads which keywords which ad groups what times of the day are people converting and taking those actionable steps on your site. And that's a very important thing to know which leads us to the second main benefit of conversion tracking which is it allows you to see which keywords ads groups campaigns are generating the business. And I cannot stress this enough. We've seen this time and time and time again and all of our client accounts you'll have a big campaign there'll be a lot of keywords a lot of groups a lot of campaigns different schedules for different ads different landing pages for those ads. And while there might be certain keywords that are spending a lot of money and have a very high click through rate those keywords are actually converting with lesser profit even though their costs per click might be cheaper on a per click basis and their click rates are better. While there will be other keywords where they're clicked the rate is Nona's is not as good. And the cost per click is more expensive and those keywords are converting much more profitably. So convergent tracking allows you to say hey these keywords while my while I spend $200 this month going back to our example I might have spent $200 this month and I made five hundred but eighty dollars was spent wasted on a keyword that weren't driving business so I could have spent just $120 and made that same having it as a profit. That's what conversion tracking allows you to see. It allows you to identify the specific components and a component is a keyword. It's a MASH type. It's a certain variation of a keyword it's a time of the day to schedule. It's a geographic location. There are many different components but conversion tracking will allow you to break down the campaign and see exactly which components of your account are generating that business so you could trim the waste and spend from your account and boost your ROIC get a greater return for the money you're investing in the ads. That's the concept of conversion tracking you could track multiple conversions with adverts. You don't have to choose one action. For example you might have a newsletter sign up and you might have a form submission. For example say you're a web design agency. You do. You create Web sites for people for your clients. So you might have a newsletter sign up which is an actionable and valuable action. A person could take on your website because you know that you have a really good follow up e-mail campaign and you tend to convert you know 2 percent of your e-mail autoresponder audience into actual clients . So that's an actionable and valuable conversion to track the newsletter sign up. You also might have the regular sales inquiry form submission which is even more valuable because you close 25 percent of the people who submit a form you turn into clients so it's even more valuable. So you could actually track both those things you could set up two separate conversions and you could set up multiple conversions there's no limit to how many different conversions you could track in your accounts. That's a very very good thing and important to keep in mind you don't have to pick and choose which conversion is best for you. What specific action that you'd like to track. The next thing you need to think about is your business what actions are important to your business . Every single business is going to have different actions and steps a visitor could take that will represent different amounts of value to that company to your company. So while you might want to track phone calls you might want to track form submissions you might want to track newsletter or sign ups. You might want to track the use of a page will talk about the different types of conversions and a moment before you start thinking about setting up those conversions and adding that tag to your website will talk about the tag. You really want to think about the funnel. A person takes not their entire Byard journey but how a person interacts. The website and what are the important things that would represent value. Now let's talk about representing value. Now there are two main types of conversions that we're going to talk about. Learning how to track their arm for the sake of full disclosure there are more than just these two but these account for 99 percent of all the different types of conversions that you're going to ever track in your account. So the primary conversion types. First we have Web site conversions and Web site conversions are by far by far the most common sort of conversion that a general advertiser using onwards is going to want to set up under the canopy of web site conversions. We have a few different types of conversions. We have first and foremost a purchase and Assael as it sounds a purchase sale conversion is tracking when somebody buys something on your website. It's a very important conversion to have because you could track the specific value of your items So for example let's say you offer one item for sale you offer a free Egbert's course. What do you know. And you know it costs X amount of dollars. So you'll be able to track exactly how many orders you received and you'll know how much you spent so you could get a very clear picture of your return on investment from purchases and sales. If you are using. If you're an e-commerce store that sells hundreds thousands tens of thousands of unique products you could customize the conversion tracking code which we'll talk about and second to record and afterwards what we call transaction specific values the value of the conversion is the value of your shopping cart minus the shipping. In most cases so you could actually you could you could modify the code with some custom javascript or custom ph be depending on the language of your web site. We're not going get into that. There's no need to get into that because in most cases you're not going to use it. The next main form on the Web site conversion is assigner like we spoke about newsletter sign ups. It might be people signing up to an RSS feed. It might be email subscribers to your blog. It could be a lot of different forms of sign ups and oftentimes sign ups represent a lower level of value as compared to a purchase or sale or we'll talk about next is a lead then but it's still valuable and you still want to track who still want to know which key word egrets campaigns are leading to people signing up for your newsletter and your RSS feed whenever maybe you could track a sign up. The most common form of conversion tracking in the web site conversion tracking category is tracking forms tracking leads through form submissions. Okay form submissions are very very common. Even e-commerce companies will have formed submissions on their about us page in the FOTR in the count and the contact us page. But any service related industry that is looking to generate leads to turn into clients is generally done through a former submission or a phone call or a phone call is a separate category we'll talk about it or talk about phone calls admissions in a phone call conversions rather I'm sorry in a moment. And the last major form of conversion tracking for web site conversions is viewing a keep page and this one is often forgot about. You might have a page on the Web site for example of say your pricing page or let's say your testimonials page and you know that if that person got to this page that means they are an interested educated consumer and they're getting close to the lower level the lower levels of the buying funnel they have expressed a lot of interest in leaving Gaige in a meaningful way with your company with your brand with your website and they viewed as a key piece. While they might not have taken an actionable step yet they might not have taken that valuable action of submitting a form buying your product some of your newsletter. But they view key pages they viewed your pricing page they viewed your testimonials page whatever it may be and that's something that you definitely will want to track because you're going to want to know which keywords what match types what times of the day are. Is my ad campaign generating traffic that's getting far enough into my website getting deep enough to view and live on these pages regardless of whether or not they actually bought something. That's a really important thing to know. So viewing the pages is a really crucial step when it comes to setting up a conversion track. Now let's talk about the requirements for these sorts of conversion tracking and don't worry just like we talked about with remarketing. We're going to go get involved and go back to the computer and we're going to actually create conversions . We can't really create conversions for pop'n because I don't have access to their site unfortunately . Maybe one day when we do manage their campaigns we will but even then I probably won't be able to show it to you because of a client agency confidentiality. Be that as it may we're going to actually set up conversions so hang in there to set up any of these types of conversions you need a few things you need a web site. Now I may not have. I might not have had to say that it's probably self-explanatory but keep that in mind you need a web site. Most importantly you need the ability to edit the website specifically editing the code. Now I don't want you to get all crazy on me now and get all nervous about code. Relax. Nine out of 10 of you and most likely you are going to be able to do this yourself. If you built your site on we believe or Squarespace. Or a page cloud or Wordpress or Wick's or unbalance or doodah or any of the other web builders out there there are lots of them. You're going to be able to do this yourself so hang in there. So you need a website with the ability to edit the code because the conversion tracking tag works similar to the remarketing tag and the fact that in the sense that it needs to be placed on a specific page conversion tags are placed on the individual page that signifies that conversion. Notice how I am stressing the individual page because if you remember our remarketing tag was global . That was the whole concept of remarketing we want our remarketing tagged to be global want to be applied to every single page on our Web site. We have thousand pages on our Web site our remarketing to actually fire when every one of those pages is loaded. Not so with conversion tracking because the conversion tag should only be placed on the individual page . That signifies a conversion. This is generally a Facebook page. OK. When somebody purchases something from your Web site at the end of the check out you land on an either order confirmation or a thank you page. For example when you bought this course you landed on an order confirmation page that order confirmation page has my conversion tracking code that tells me that you made it through the funnel you purchase the code you purchased the code you purchased the course. Thank you very much. I really really appreciate it and I hope you're enjoying the course so far. It's you know we've we've gotten to know each other for quite some time already by now. I notice you skipped here which get out if you did go back to the beginning but either way you land on the page that had my conversion tracking code and my conversion tag fired when you loaded the page and it told my outwards account to track conversion. If you came from an Edwards campaign