By Steve Perry, of Pixal Ltd
When it comes to the world of ‘pay per click’ marketing, Google Ads and Facebook Ads rule the roost.
Both platforms have become increasingly complex over the years and that makes it super-easy to waste money.
The trick to making your Ad spend go much, much further is full, complete and accurate ‘conversion tracking’.
Why is this? Well simply, you need to measure the success of your account, helping you understand which campaigns and Ads are profitable… and very importantly, which ones aren’t.
This gives you the data you need to make the best quality ‘optimisation decisions’.
The data might be what keywords or audiences are your best performers, which hours of the day have the highest conversion rate, which devices you should focus your spend on or what Ad copy is most effective at getting your prospect’s juices flowing!
If you’re spending hundreds or thousands of pounds each and every month, you need to know exactly what you are getting in return. You can then use these insights, so you’re able to spend your budget more effectively next month.
In essence, having full conversion tracking in place will help you discover huge areas of opportunity.
Ongoing optimisations are the only way in which to consistently improve the performance of your online Ads, but many advertisers just don’t get the necessary level of optimisations carried out in their account, that unfortunately includes accounts managed by other ‘agencies’.
There are countless different tweaks and changes that can be made to maximise the performance and profitability of your campaigns and conversion tracking gives you the data to make those informed decisions.
Sometimes businesses are ‘flying blind’ and not optimising their Ad account, they will have little choice but to spend more money if they want to acquire more customers. This can work but will also amplify the wastage in the account too.
It’s far better to optimise and refine your Ads account into a lean, mean customer-getting-machine first and THEN put more budget into it! The result? Far less wastage and far more customers.
So, hopefully, the importance of conversion tracking is now clear, but what should you be tracking exactly?
Well, it depends on your business but the thing you are tracking needs to be of true value, such as a sale or maybe a lead from a contact form for instance. Don’t track ‘page views’ as a conversion because it will skew your data.
One area most businesses over-look is their phone call tracking. As an example, Google Ads will track calls made by clicking a number in an Ad quite easily, but they fall down when it comes to tracking a call that’s made once the visitor is on your website. Facebook Ads are the same in this regard.
This means if I click on one of your Ads this afternoon, go to your website, pick up my landline phone and call your landline phone, Google & Facebook have no idea that instance has occurred.
This means leads and sales are being made but because the advertising platform can’t see that it happened, it can’t tell you the keyword or Ad that generated it.
If this sounds like it might be happening in your account, you will really benefit from ‘dynamic call tracking’, not only will it assign the call to the correct campaign, but it will also inform you of the exact keyword or Ad that triggered it. Clever stuff!
This can now open you up to a whole new world of conversion data, giving you a comprehensive overview of how many calls your campaigns are generating.
Another crucial thing to track, is any type of contact or enquiry form. This can be done by tracking when the user clicks onto the ‘Submit’ button, or when they visit the ‘Thank you’ page, once they have completed the form.
There are many more conversions goals you can set up, which will very much depend on your type of business. However, for the most part, if you want something tracked, there will be a way to do it.
Unlike some other forms of advertising, every penny spent on Google or Facebook Ads is measurable and quantifiable. There really is no need for guess work, these platforms will tell you exactly where your money is best spent IF you have everything setup correctly.
As time goes on, you gather more data, feeding further optimisation decisions, which in turn allows you to refine your Ads account down to a level of profitability that your competitors will find unfathomable.
This will give you a cheaper Cost Per Lead or Cost Per Sale, whilst also benefitting from an unfair advantage over your competitors. What’s not to like?
With a background managing Pay Per Click accounts at the highest level for household name corporate giants, Steve created Pixal Ltd (www.pixalltd.co.uk), to provide ‘big agency PPC expertise’ to small and medium sized businesses.