PPC – Why Conversion Tracking Is A Must
Believe it or not, we run into a lot of businesses that do not have conversion tracking set up with their PPC campaigns. Here is a simple guideline if you can not have conversion tracking installed:
Turn off all your PPC campaigns until you can get conversion tracking installed!
The reason why is this: Without conversion tracking you are steering a ship with no rudder. Your conversions that are created by your PPC efforts are the most important indicator of how to control your campaign. It’s very possible that you are spending thousands of dollars on a campaign that is creating no conversions.
Imagine if your goal was to get online visitors to sign up for an account on your website. For whatever reason the keywords you chose and the ad you created is getting thousands of people to click through to your site, but when they get there, they realize your offer is not what they expected. In turn they leave your site and keep searching for what they were really after. In this scenario you have just spent thousands of dollars, with absolutely no conversion. That’s money down the drain. And without conversion tracking installed you would have a very poor understanding of why this was happening.
Conversion tracking allows you to see what keywords and ads work the best for your offer. It is the cornerstone of PPC optimization. When certain keywords are getting thousands of clicks, but no conversions – tracking is the alarm that shouts, “get rid of those keywords!” Simply put, it tells you what dead weight to get rid of. Having conversion data in front of you, forces you to understand your online visitors better, and that is the key to online success.