An AdWords conversion occurs when a user clicks on your ad and makes an action on your website, an action that you consider important. It may be, for example, a call to your business from a mobile or a purchase on your website. If you use AdWords to increase your sales or the number of conversions, you can track conversions using a free tool to track conversions. You will be able to view important statistics such as cost per conversion and conversion rates, which reflect the effectiveness of your campaign.

You define what a conversion is

A conversion can be a purchase, but also a call from a mobile to obtain an insurance quote or downloading a book, etc. It may also be a request for additional information or consultation of a page with your new product. It’s up to you!

What conversion data can you evaluate?

Once you have set up conversion tracking, you can examine various important statistics to evaluate the effectiveness of your campaign:

    • Number of conversions and cost per conversion: when etting up conversions tracking, you can assign a monetary value to your conversions to obtain detailed information on the income information in your reports. The total number of conversions and the value of these can help you determine if you need to increase your budget or change your ad groups to attract more targeted prospects.
    • Conversion rate: it allows you to determine the number of clicks that resulted in an action (eg, a sale or subscription). The conversion rate specified in your account is equal to the number of conversions divided by the number of clicks on your ad. Conversions are only counted on Google partner sites and on the Google Network. The conversion rate is adjusted so that it reflects only the clicks for which Google can track conversions.
    • Keyword Data conversion: conversion tracking allows you to observe the behavior of the user after he clicked on your ad (buy a product or subscribe to your newsletter, for example). With this information, you can also identify the most effective keywords to encourage users to perform these actions. Then you can improve your keyword list based on your comments and invest more wisely in your best performing keywords.
Once you have set up conversion tracking, you can add columns Conversions to different statistical tables included in the tab of your AdWords account in order to view the data.
  • Destination URL  : Identify the destination URLs that generate the greatest number of conversions in the “Variables” tab in your account. Click View , select “Destination URL” from the dropdown menu, then make sure you have added the columns for conversions in the data table.

    The destination URL (and the landing page) you choose for each ad must be specific to a product or a service, in the same way that the keywords and ad text. Make sure that the destination URL of each ad directs users to the most relevant landing page on your website.

If an ad of a real estate agency is promoting apartments for sale in New York City, the perfect landing page is the one that shows all available apartments for sale in NU, and not the home page of the agency .Customers will carry over to make a purchase if they do not have to browse through your site to find what they are looking for.

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