If you’re new to Google AdWords also read this article on when is the time right to give Google AdWords a go.
Once you’ve decided to use AdWords in order to increase your web traffic from Google, one of the most important things to work out is how you will track the return from your advertising spend.
Here are two ways to consider
1. Conversion Tracking
Google AdWords has a feature called Conversion Tracking that allows you to track online sales or leads which originated from a click on your AdWords ad.
When you set up your AdWords Campaign, you can also add a Conversion Tracking code. The code needs to be added to the page that people only see if they have completed a conversion. For example, for an e-commerce website this could be the “order confirmation” page. Or, for a business website this could be the “Thank you” page that people see once they have submitted a “Contact Us” enquiry form.
Conversion Tracking data is incredibly powerful for optimising your campaigns.
Conversion Tracking allows you to see the number of conversions that originated from your AdWords clicks, and the Cost per Conversion.
Once you build up a history of conversion data, you can optimise your ad campaigns by giving more budget to the keywords that convert well and pausing the keywords that don’t convert.
2. Asking People How They Found Your Business
In same cases, because of how a website is set up, it isn’t possible to easily set up Conversion Tracking.
And although there is an option for phone enquiries that originate from AdWords to be tracked as Conversions using a Call Tracking system, not all businesses want to get this option set up.
In these cases, when you’re following up an enquiry that came via your website, ask the person how they found your business. If they answer “Google” it’s possible that they clicked on your AdWords ads. But, if your website is well optimised for search engines, the enquiry can’t definitely be linked to AdWords because they might have found your business in the Organic Search results or via your Google Places business listing.
On the plus side, if you weren’t getting any enquiries from Google until you started AdWords then I think it’s reasonable to link the enquiries to your AdWords spend.
Are you getting a good return from your AdWords investment?
Once you’ve worked out how many sales or leads your ads are generating, the next important step is to work out if those sales or leads bring the right return for the amount of advertising spend you’ve invested.
If you’re getting a great return in terms of profit generated, then you can consider if you want to increase your advertising spend.
Need help getting started with Google AdWords?
Contact us today.
We know AdWords and we love working with Traralgon and Gippsland businesses. You’ll work with a Google Certified Partner who is focused on getting maximum bang for your online marketing buck.