See how goals and conversions can help track the success of a campaign and how this can be set up.
- [Instructor] You should install conversion tracking in your AdWords and Bing accounts, since that will enable you to assign a value to your campaign results. It is as easy as adding a piece of code to the PHP of your website, so your developer can do this in no time. Many websites have a standard conversion code installed on all the pages, and then from within AdWords and Analytics you specify which pages to track and count as a conversion. Here are some pages which could count as conversion: a thank-you page, a receipt page, a submission-confirm page, or a registration-complete page.
With Google Analytics, you can designate specific pages, the amount of time a user spent on a site and the number of page views and also various other onsite behaviors. You can specify all of these as a goal, and then track these goals accurately over time. To set up conversion tracking for an account is quite straightforward, but in the courses Bing Ads Essential Training, as well as Google AdWords Essential with my colleague Brad Batesole, we have examples on how to set up conversion tracking, so hopefully you'll get to that part soon.
For both AdWords and Bing, there are extensive developer guides available for free, and it's on the web. They also have it available in their help centers. So do refer your developer team to those three sources which will enable them to swiftly implement the codes.
- Understanding the difference between search and display advertising
- Mapping PPC marketing to the sales funnel
- Using marketing agencies and campaign specialists
- Creating a Bing Ads account
- Creating a Google AdWords account
- Granting access to third-party users
- Setting up a campaign in Bing Ads and Google AdWords
- Setting keyword match types
- Copywriting for PPC ads
- Improving the quality score of your ads across different networks
- Using goals and conversion tracking
- Handling typical problems in PPC advertising