Knowledge is the Foundation To Success  

Google has made yet another change to their Google AdWords reports in the area of conversion tracking.

Conversion tracking is one of the most important aspects of any PPC advertising account and you need to be sure that you have this installed correctly. Conversion tracking allows your account to be managed to the most important criteria for your business – and that is – “What am I getting out of this?”.

What Google AdWords has changed is the name of “Conversions” to “Conversions (1-per-click)” and they have added a new metric called “Conversions (many-per-click)”. The Conversion (1-per-click) field can only be filled once per customer and the Conversions (many-per-click) is incremented whenever any conversion occurs within 30 days after a click.

This can mean a couple of things to you depending on what your conversion structure is.

First, if your conversion is strictly measuring sales, it can mean that you have customers that come back within the first 30 days after their first purchase to purchase again. This is especially common in stores that sell commodities or that cross-sell a customer with more accessories to compliment their first purchase. (By the way – that begs the question – what kind of follow-up do you have with a first time customer to be sure they have everything they need and are you measuring the success of that follow-up?)

Also, if you have setup several types of conversions to be tracked on your site – for example, mailing list sign-up, contact form and sale – the “many-per-click” field will give you information about customers that have performed several goals on your site. You may have customers that do all three and that will show up in the many-per-click field. There are additional fields regarding the type of conversion that will give you the information you need to micro-manage these conversion types as well.

And don’t forget, Google AdWords revenue tracking can be exceptionally powerful for tracking specific revenue achieved for each specific product sold. This is certainly not for everyone, but can be incredibly valuable when applicable and is usually very easy to implement. If you have questions or need help with this, contact a professional PPC Management Company for asssitance.

The bottom line is this – understand what these Google AdWords conversion tracking numbers mean to you and use this valuable information to enhance your sales-funnel on your website.

Our friends at Google recently shared with JumpFly an interesting technique for using the Google AdWords Keyword Tool when building a Google AdWords Content Campaign, and I thought it would be nice to pass it along. Of couse, this is not a foolproof method of building a Google AdWords Content Campaign and it does not guarantee success with Google Content based advertising, nor is it the only way to create a Content campaign, but it is a process certainly worth giving a try if you have never done it before.

Google AdWords Content Campaign Strategy

Step 1: Filter out the top performing keywords in your current Google AdWords Search campaign, putting the greatest emphasis on the keywords that are most relevant to the products you sell or most relevant to the services you provide.

Step 2: Individually type each term into a Google Search, using the standard Google search box you find at Google.com. For this example, we will use “golf shoes” as our keyword.

Step 3: Copy the Google URL that is generated in the address bar from the search. In this example, it would be –
http://www.google.com/search?hl=en&rlz=1T4GGIH_enUS259US259&q=golf+shoes&btnG=Search

Step 4: Using the Google Keyword Tool, make sure you have Website Content checked, then enter the URL above into the text box. Be sure to check the box labeled “Include other pages on my site linked from this URL.”

By following this process, Google analyzes the organic results, paid ads, and the sites being linked. You will then get a list of keywords that are grouped together by theme. You can then take these lists and create a Google AdWords Content campaign with a similar thematic structure.

Again, not the only way to create an AdWords Content campaign, but it is an interesting process to try and could generate some productive results for you to use as you see fit.

More about Jack

This is a back-to-basics article about your website and pay-per-click (PPC) advertising and the relationship between the two. One of the first things we look at here at JumpFly when we get a new client is their website. And one of the very first things we look for is a phone number, prominently displayed on every page of the website.

A phone number in the header on every web page is something we highly, highly recommend to every client. It’s not enough to have it buried in the bottom of the page or only on the Contact Us page. We’re talking every page, in the header where it’s immediately visible.

And it’s not because we want you to get more phone calls, but we’ve actually seen a definite correlation between conversion rate improvement and having that phone number on your website. Here’s what we think is the reason why:

1. Having that phone number gives your site a subconscious vote of confidence – it shows you are an actual business. That’s why a toll-free number is great, as it has more legitimacy. However, a local number may work well too for businesses seeking local customers.
2. It lets the visitor know that if they have a problem when ordering, that there’s someone that can help them. And if they have a problem after they order, they know they can reach you too. Even if they never need to use it, they know they can.
3. Some people are still leery of ecommerce and using their credit cards on the Internet. You can miss out on those potential sales if the only way they can order is through your website. Why lose the sale just because you don’t list your number or make it hard to find?

Those clients who we’ve encouraged to add their phone number to their websites have not necessarily seen an increase in phone calls, but they have seen an increase in conversions. The benefits clearly outweigh the possibility of getting a phone call or two. So display it loud, display it proud and put that phone number in your header on every page.

More about Nikki