• What is Conversion value

• Understanding Conversion rate

• What is Conversion tracking

• Importance of conversion tracking

• Conversion

• Types of conversion tracking

• Conversion tracking= Productivity?

Conversion definition

• Conversion is the ultimate aim of what you want to achieve for your marketinggoals and is the key element in paid search strategy.

• The sales that are generated through AdWords is known as conversion. It meansconversions are the measure of actions by the user that is valuable to yourbusiness

• Example: A sale, An option, A lead, An enquiry, A completed questionnaire, Aphone call etc.

What is Conversion value?

• Different conversions havedifferent values, not all are equal.The more is the conversion value,the more worth it adds to yourbusiness.

• If you assign values to yourconversions, you'll be able to seethe total value driven by youradvertising across differentconversions, rather than simplythe number of conversions thathave happened. And you'll be ableto identify and focus on high-value conversions.

The number of conversions you get pertotal number of clicks is called as theconversion rate. It is calculates inpercentages.

EXAMPLE:-

If you get 10 conversions for 100 clicks

then the conversion rate is10

100∗ 100 =

10%

Your conversion rate might be over 100%

because more than one conversion can be

counted for each click.

Tips to improve conversion rates

• Choose the right keywords and also addmore negative keywords using thesearch term report.

• Be specific and write specific Ad text.

• Clearly state the benefits of yourproduct or service

• Create dedicated landing pages

• Tell visitors exactly what they’re goingto get and include a clear valueproposition.

Types of conversion tracking.

Conversion tracking is used to measure your AdWords results.

Implementation : Sign in to your AdWords account. Click the Tools tab, andselect Conversions from the drop-down menu.

There are four types of conversion tracking methods.

1.Website actions 2.Phone calls

3.App installs and in-app actions 4.Import

Website actions

• When your customer pay on a third party page andmay not return to your purchase confirmationpage.

• When your website visitor download an app or fileetc.

• When your customers click a referral link toanother website.

• Track phone number clicks on your mobilewebsite.

Website conversion actions determines the number of conversions you get from your Ad clicks on your

website. You can track such conversions when your website visitors does the following actions:

Phone calls

You can track 3 kinds of phone callconversions.

• Calls from ads: Track calls made directlyfrom call-only ads or call extensions usedin your ads.

• Calls to a phone number on yourwebsite: Track calls made when someoneclicks your ad, then calls a forwardingnumber we display on your website.

Phone calls conversions determines the number of Ad clicks that led to phone calls. By tracking phone

call conversions you can identify the specific keywords, ads, ad groups, and campaigns that drives most

valuable phone calls to your business.

App installs and in-app actions

App installs and in-app actions conversion

tracking determines the number of Ad clicks that

led to Android app installs and in-app activity and

this data helps to identify the specific keywords,

ads, ad groups, and campaigns that drives most

valuable app installs and in-app activity.

You can track conversions for both Android and

iOS apps:

App installs: Measures how well your ads are

leading people to install your mobile app.

In-app actions: You can automatically track in-

app purchases for Android apps that use in-app

billing, or you can track any in-app action.

Import

We get this type of conversions when the customer research online and purchase offline. It gives youinformation about which keywords and targeting drive the most cost-effective conversions. This data canhelp you target and optimize your campaigns for increased profit. AdWords provides two types of offlineconversion tracking methods.

AdWords Conversion Import to import conversions that you track in any other system into AdWords orstarted with an ad click or with a call from your ad.

AdWords Conversion Import for Salesforce allows you to automatically see when sales events thatyou track in Salesforce started with a click on an AdWords ad.

Conversion tracking = Productivity?• Conversion tracking gives the advertiser a

complete view of advertising and providesinformation about keywords, Ads, Ad Groups,Campaigns that adds more value to thebusiness.

• You can understand ROI make better informeddecisions about your ad spend.

• Use Smart Bidding strategies (such as targetCPA, enhanced CPC, and target ROAS) thatautomatically optimize your campaignsaccording to your business goals.

• See how many customers may be interactingwith your ads on one device or browser andconverting on another and implementremarketing to affinity audiences based onconversion tracking data.