One of the most important aspects of pay per click management is conversion tracking. But that entails more than just counting numbers of sales. If you truly want to know how your campaigns are working out and whether or not they are deliver ROI, you’ve got to measure more than how many widgets you’ve sold.
Whether you are measuring conversions through Google Analytics, MSN adCenter, Yahoo! Search Marketing, or a third party solution, you want to include some other statistics in your tracking results. Here are a few things to look at to see how well your advertising campaigns are working:
- Where your traffic is coming from (important to know your most effective conversion sources)
- Navigation patterns of your visitors (do they land on your sales page first or come to it from other pages on your site?)
- Demographic target
- Keywords that helped your visitors find your content
- CTR and conversion percentage
You may have special conversion information you want to track. For instance, does landing page A work better for demographic B or is landing page C a better fit for that market? Specialized reports can help you track the information that you need to track and get to the bottom of your advertising results much more quickly.
