As a business owner, you probably realise the importance of having a presence on the web and getting visitors to your website. However, you may also be aware that some website visitors are more likely to convert (complete your enquiry form, purchase a product, sign up for your newsletter etc) than others.
The good news is that it is possible to not only attract more visitors to your website with Google Adwords, it is also possible to determine how to attract visitors that are more likely to give you business. This involves creating targeted PPC (pay per click) ads for your website using Google Adwords. These ads will be displayed on the Google search engine in response to targeted keyword phrases used by searchers. Once your ads are active, the next step would be to implement Google Adwords conversion tracking.
What exactly is a website conversion?
A conversion is a key action performed by a visitor on your website. This could for example be a completed contact form enquiry, an online purchase or a newsletter subscription.
What is Google Adwords conversion tracking?
Conversion tracking is the method of determining which keyword phrases typed into the Google search engine resulted in a conversion on your website.
Example: You own a chocolate shop and have a website offering various chocolate products for sale. John, who is looking for quality gourmet chocolate, goes to the Google search engine and type in the keyword phrase ‘gourmet dark chocolate’. Your website ad promoting gourmet chocolate products appears on the right hand side of the search results page. John decides to click on your ad and consequently arrives on your website. After browsing around for a while, he places an order for one of your products. Since you have conversion tracking implemented through the Google Adwords Pay Per Click advertising program, you are able to determine that the keyword phrase ‘gourmet dark chocolate’ resulted in a conversion on your website.
Once you know which keyword phrases are most likely to convert, it makes sense to invest more in traffic from these keywords. At the same token, you can spend less or eliminate keyword searches that are less likely to result in a conversion.
How to use conversion tracking to improve your website conversions
A search engine marketing expert will have the knowledge to monitor, analyse and optimise your online advertising campaign as well as your website landing pages. This will allow you to attract the right visitors and avoid paying for Pay Per Click ads and visitors who are less likely to bring you business.
Conversion tracking is a powerful tool when used correctly. If you are serious about getting more business from your website cost-effectively, using Google Adwords conversion tracking could help you achieve exceptional results.
