Understanding The Basics Of Conversion Tracking [121, 122]

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121. Understanding The Basics Of Conversion Tracking

Conversion tracking is the most important way to assess and measure your account.

Conversion - Any action that is valuable for someone to take on your site. 

BENEFITS

  • #1 way to increase your ROI
  • The only way to know whether our account is successful
  • See which keywords, ads, ad groups, campaigns are generating the business.
    • Sometimes you have keywords where their CTR is lower, and CPC is expensive, but it's converting the best. So you can say, sure I spent $200 and I mad $500, but $80 was wasted on keywords not driving business. So I could have spent just $120 and made that same profit. Keyword tracking allows you to measure those specific components (time of day, geographic etc), and see which components of the account are generating the business, so you can trim the expenses, and boost your ROI. 
  • Tracking Multiple Conversions
    • Example: 1. Newsletter Sign Up, and 2. Form Submission. Or a Sales Inquiry form submission which is really valuable bc you close 25% of people who fill out that form. 
  • What Actions Are Important To Your Business?
    • Think about the funnel a person takes and how they interact w the website and what represents value to them.

TWO MAIN TYPES OF CONVERSIONS:
  • Website Conversions 
    • Purchase / Sale - Tracking when someone buys something on your website. 
      • If you have a 1000 products, you can even track transaction specific values. The value of the conversion is the value of your shopping cart minus the shipping. 
    • Sign Up - Newsletter, Blog
    • Lead Form
    • Viewing A Key Page - You might have a page (pricing or testimonial example) and if they got to this page, they are an interested consumer and are expressing interest and engaged in a meaningful way with your company. While they might have taken an actionable step yet like submitting a form, but they've viewed key pages. 
      • You want to know which keywords and campaigns is getting people to go deeper into the website. 

WHAT YOU NEED TO DO THIS
  • Conversion Tags - Placed on the individual page that signifies a conversion. (Whereas the Remarking tag is global. We want it to fire whenever any one of those pages is loaded.)
    • Generally a Thank You Page - Always on the page the person lands on after taking the action.
      •  If you have the conversion tag installed on multiple pages, every time one of those conversions loads, you'll fire a conversion and you'll be miscounting your conversions.
    • When the Thank You Page loads, a conversion is recorded in GoogleAds tracking back to the keyword, ad group, campaign that triggered the conversion.


PHONE CALL CONVERSIONS:
If you get more than 20% of your customers from people who call, you really want to pay attention to this. 
  • You want to know which keyword led to someone calling you.
    • ** Calls From Ads - If someone sees your ad on the computer and dials what they see on the screen, we can track that with a Google Forwarding Number. A separate # that google gives you that displays on a screen that allows google to track which keyword the click came from, and then it gets forwarded to your actual office number.
      • Must have call extensions enabled or a call only campaign. 
    • ** Calls to a Phone # On Your Site - So they come to site and dial the header in your website. You can track this by adding a tag to your site (2 pieces of code - a little javascript into the HTML of your webpage - this is in the bonus course + having the forwarding number) 
    • Clicks on # on Mobile - If someone is on a mobile site and they came to your site from an ad, and the click it from their phone, it'll automatically call. Google tracks that as a click, just by adding a phone call tracking tag to your site. 










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