Being a PPC specialist, naturally, I’ve reviewed lots of different Google AdWords accounts. Some of those I’ve ended up managing as a part of my PPC services, others businesses have taken on the advice I’ve given and implemented the changes themselves.
Over the course of my career in digital marketing, I’ve discovered that there is a common trend amongst PPC accounts who are moving from in-house management to outsourced… Amongst all of the accounts I review, over 50% of these accounts share the same fatal flaw that is damaging their PPC efforts, harming their ROI, and ultimately resulting in budget being wasted on unprofitable ads.
So… What is this disastrous mistake which more than 5 in 10 small business PPC advertisers are making?
Drum roll please…
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Over 50% of PPC accounts I review are NOT tracking conversions correctly!
There, I said it. 50% of the self-managed, small business PPC accounts that I look at, are either not tracking conversions at all ( yup, scary stuff! 😳), or they have a problem with their conversion tracking that they’re not aware of.
What Is a PPC Conversion?
Here’s WordStream’s definition of a conversion:
“A conversion occurs when a visitor to your website completes a desired goal, such as filling out a form or making a purchase.“
Simply put, a conversion is an action that a user takes on your website, which you consider to be valuable to your business. Examples of “top level” conversions can include; making a purchase, or filling out a form.
Why Is It So Important To Track PPC Conversions?
Without tracking PPC conversions in your Google Ads account, you are essentially spending your money blindly. Unfortunately, that’s the truth!
Unlike traditional advertising, the beauty of digital marketing is that you have all the tools at your disposal to fully understand and measure your return on investment… So, it’s time to use them!
With proper conversion tracking in place within your Google Ads account, some of the information you’ll be able to understand includes; how many conversions your ads have achieved, how many conversions have been a result of a particular keyword, how much you pay for every conversion, and most importantly, whether you are achieving a return on your PPC investment as a whole.
How To Track Conversions In Your Google Ads Account
In order to track conversions in your Google Ads account, there are a few different methods. The most common is to import your conversions from Google Analytics.
Here’s a quick run down of how to import a basic contact form submission into your Google Ads account.
Need PPC Management Help?
I work with ambitious small businesses owners who are looking to get more out of their PPC and SEO in Hertfordshire, Bedfordshire and London, UK. If your PPC campaigns have got you pulling your hair out, and you’re concerned that you aren’t making a return on investment – Ask me for a free digital marketing review!
