If you are spending money on AdWords to drive traffic to your website, it’s vital that you know whether that money is being spent wisely. The only way you can know that is if you have some way of tracking how many of your visitors turn into customers or prospects.
AdWords has a powerful feature called conversion tracking which helps you monitor the return on investment you are getting from your AdWords campaigns.
By adding a few lines of code (provided by Google) into your website, you will then be able to see in your AdWords statistics how many of the people who clicked on your ad went on to complete your desired action (also known as a goal). The goal will vary depending on the nature of your business and your website but will usually involve the visitor either buying something or filling in an enquiry form.
Alternatively, you can set up goals in Google Analytics and import these into your AdWords account.
From this you will be able to see your cost per conversion for each of your keywords and you can then start turning off the keywords which are costing you too much money and not bringing you in new customers at an acceptable cost per conversion.
If you have a business where most of your website visitors end up picking up the phone to contact you, it is harder to track conversions. However, there are some advanced techniques that can be used to get round this and if you want advice on that please feel free to ask us.