Why you must use Adwords Conversion Tracking
If you want to pay less for your adwords campaigns you should keep a close eye on your conversion rates. By tracking your conversion you will gatter important information about your adwords campaign performance thus allowing you to tweak it when needed.
When you sell services and products on your site using adwords campaigns you can know exactly your conversion rates by comparing the total number of visitors coming through the ads to the number of sales you made. This number defines your conversion percentage. When your percentage is low you should tweak your ads, refine your campaigns or even select better keywords to obtain a better rate.
When google created adwords, no conversion tracking tool was available for publishers but now you can find a very nice conversion tracking tool in your adwords account that allows you to track the rates for campaigns and individual ads. This tool will allow you to keep good performing ads and throw away the under performing ones.
Adwords conversions are driven by many factors. It is not sufficient of your ad to get the user to click through to your website, although that is the first step. The ultimate goal is to make a sale or create a valid lead that will bring in a future sale. Whether you goal is to get the visitor to sign up for a newsletter or to purchase a product or service, if that visitor fails to do what you wish, then you have not converted that visitor. How many convert once they see your website is controlled by you. How attractive is your website? Is it truly compelling, making the visitor believe they simply can’t live without the product or service your offer? Is the website easy to navigate or is it not very user friendly? Are your sales claims believable or do they seem to be unrealistic? Do you have data to support your claims? These are all factors that are within your power to control.
Don’t offer free stuff in your ads if people visiting your site have to pay to get it. Your offer must reflect exactly what people will get when clicking the ad. An ugly site with poor navigation and difficult to use will not help you getting high conversion rates no matter how effective the ads are you created for your campaign.
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