So your per-per-click (PPC) campaign is getting clicks. Congratulations. That’s a great start. But then what happens?
As an experienced PPC company Las Vegas, we tell our clients that clicks are just the start to a profitable relationship with Google Ads. Now tell me something really important. What’s your conversion rate on those clicks?
Definition of Conversions
We should start with a definition of conversions because it can vary depending on your digital strategy and expectations. At its simplest, conversions are simply the actions visitors take on your website as a result of your PPC ad on a search engine results page (SERP).
The purest result (and probably the best, from your point of view) is a sale. But if you’re selling complex or big-ticket items, or a service, you’re not going to pick up too many sales from a Google Ads campaign. Realistically, the ad just initiates a longer conversation.
In this case, your expectation might be to get the prospect’s contact information or a phone call or to opt-in to your e-newsletter mailing list.
Whatever your idea of a successful conversation, you need to track it. Here’s why.
It tells you which keywords find your website landing page and result in conversions. Which keywords put your PPC ad at the top of relevant SERPs? And then what happens? Do you get a lot of clicks that don’t result in further action? Sure, you want to track which keywords trigger clicks, but it’s even more important to know which of those clicks result in conversions. Otherwise, you’ll just burn through a lot of money and have very little to show for it.
Conversion tracking helps you craft effective landing pages. Do your respondents get as far as your landing page and then go no farther? That tells you that your call to action isn’t strong enough. Start your campaign with a variety of offers, discounts and special promotions. See what works. Over time, you can home in on the kind of wording that’s going to get a positive response and steer away from messaging that won’t work so well with your audience or product/service mix.
You’ll get a bird’s eye view of your entire Internet marketing campaign. Your conversion tracking efforts don’t just tell you what’s happening with the campaign you launched last week. As a bonus, you can go back as far as you’d like to see a history of your digital marketing efforts. The more “history” you write, the more you’ll be able to figure out how to proceed in the long run.
Call us today
Send it Rising is an insightful PPC company Las Vegas. Depend on us for the latest guidance on pay-per-click and paid ad strategy, SEO and Internet marketing, content management, graphic design and social media strategy.
Call Send it Rising at (702) 263-0141. We’ll help you add muscle to your next PPC campaign.