Setting up an Adwords Campaign can be daunting. There seems to be no end of options, dialogue boxes and drop down menus! So you’ve created an ad and got it displayed on Google’s Ad Network. You’ve even had a few clicks. But what now? How can I tell if all this time, money and effort is actually doing my project any good?
Congratulations – you can untick the “AdWords Novice” check-box because you are well on your way to joining the community of “Serious AdWords Users”. You can accomplish this with the Google AdWords Conversion Tracking Tool. Basically Conversion Tracking works by identifying Key Performance Indicators (KPIs) that you set up.
First off you need to decide which Indicator (or indicators) is/are important to you. eg. you need to ask yourself “Why am I running this AdWords Campaign and what do I want to achieve?”.
Popular responses are to generate sales, gain user downloads and sign-ups, form-fills, app downloads, generate leads or even have direct phone calls to your business. The system is so flexible that you can actually import your own “offline” data too (e.g. a sale in a bricks and mortar outlet).
After your conversion goals have been set, Google can associate them with the AdWords activity that lead to the conversion. This is when AdWords comes into it’s own. The resulting data can help you to fine-tune your campaign by optimising your keywords, ads, quality score and bid. When you hit the sweet spot, it’s a case of How many units would you like to sell?
So what are these Four Main Methods? Here we go!
Start by clicking the Tools/Conversions menu option. Click the red “+Conversion” button.
1) Website tracking. After answering some questions about how the conversion works, AdWords will give you a code snippet to paste onto your website. It will normally go on a webpage of your site like “Order Confirmation” or “Thanks for Contacting Us”.
2) App Activity. Adwords can get you up and running with Android data for App installs and In-App purchases, but if you need iOS or more complex user activity, you will need to install the FireBase SDK (Or similar).
3) Phone calls. Track calls to your Ads by using a Google forwarding phone number or by adding a tag to your website. This can be very powerful when used in conjunction with Location Extensions and ad scheduling for the times of day you want the phone to ring.
4) Import Conversion data. Track offline or online conversions by uploading data from another system. At present, the only options are conversions from Google clicks (by entering a snippet in your website code) or Conversion from Calls (the Google phone call forwarding facility again)
After you have saved the conversion data, click done and that’s it. Google will do the rest to marry up all AdWords activity with any confirmed Conversion Goals. If you have any questions or need some assistance with setting up your Conversion Goals, please don’t hesitate to use the JivoChat widget or drop us a Contact Message.