How to Track Conversions from the First Digital Footprints

October 13, 2016
Are you receiving a nice volume of traffic to your website after you began your AdWords campaign, but unsure where the traffic is coming from? You won’t know the full details unless you have Conversion tracking set up on your website or landing page. Before we define conversion tracking, it’s important to understand what a conversion is and how it relates to your business. 
A conversion occurs once a visitor completes a desired goal on your website or landing page. A conversion can be anything from a form submission to an app download or an online purchase. It’s up to you to set and define your goals. It’s also important to understand a crucial metric known as conversion rate. 
The conversion rate is the number of visitors that have completed your chosen goals from the total amount of visitors to your site. You might want to focus on specific keywords related to your business. For example, Salesforce is a generic search term. But Salesforce PDO Partners Israel is a more specific long tail keyword search term, used to give a more detailed description on one of our key services. 
Although the volume of traffic will be much lower than for the generic Salesforce keyword itself, it is much more specific. The longer the search keywords are, the more research a person is doing and the closer they are to the buying stage of the sales funnel. A good idea is to have a balance of top performing search related keywords and long tail search terms. 
Getting back to conversions. Once you’ve defined what your conversion is, you will then want to track where your conversions are coming from. And this is where Conversion tracking comes into place. 
What is Conversion Tracking?

Conversion tracking shows you the end result of a given action once someone clicks on your ads. It can be found within your AdWords account by clicking on 
Tools → Conversions and then by clicking on the +Conversion button.
There are a few ways to track conversions. You can focus on a Purchase/Sale (if you are selling products like shoes or electronics), a Lead (if you are selling higher end services, such as real estate or Salesforce integration as we are) or a Sign-up (for a blog or newsletter). Use the conversion tracking tool to manually assign the value for each conversion (if applicable) to determine the customer lifetime value (CLV) and get the most out of your return. 
Make sure you add the conversion tracking tag to your Thank You page once someone completes a form submission or app download or any other desired action through your website or landing page. You can find the tracking code near the bottom of the Conversion actions page, where it says Install your tag. You can either manually install the code or give it to your webmaster to handle. 
The next section we’re going to focus on is how to improve your CTR.
What is Click-through rate (CTR) and how will it impact your campaign? 
Let’s first define what a click-through rate is:
CTR = (Total Clicks on Ad) / (Total Impressions) 
You can find your CTR in your AdWords campaign here: 
While you should always aim for a high CTR, you might want to focus on fine tuning your keywords to your ads. If your keywords are irrelevant to your ad, your cost per click increases significantly and you waste your advertising budget with no results to show for all your hard work and effort. And we wouldn’t want that, would we? So, what’s the solution? 
Focus on a high Quality Score 
Quality Score is Google's ranking system of the quality and relevance of both your keywords and PPC ads. Each keyword is given a score of 1-10 
Quality Score = Expected CTR + Ad relevance + Landing page experience
The higher your Quality Score is, the less you pay per click. Ads with a Quality Score of 7 or above, receive a considerable discount, while ads with a score of 6 or below get charged significantly more per click. To give you an idea on the difference in Quality Score, ads with a Quality Score of 3 pay an additional 67.30% per click, while Ads with a Quality Score of 7 receive a 28.60% discount. Quite the difference, isn’t it? 
Here are a few tips to help you increase your Quality Score:
  • Keep your ads as relevant to your landing page as possible. 
  • Use Keyword Planner to search for relevant keywords, keyword volume and to see which keywords your competitors are bidding on. 
  • Add negative keywords to prevent irrelevant search terms that are draining your budget. 
  • Create different ad groups and group the keywords by relevance. Don’t stuff all your keywords into one ad group. 
  • Run numerous ads simultaneously and test. Testing is the only way to see what’s working and where to focus your budget on more. 
Closing Thoughts 
By now, you should have a more broad understanding what a conversion is, how to track conversions, what a click-through rate means and finally, how to put it all together to create a winning AdWords campaign strategy.