If you have not installed adwords conversion tracking on your website you are shooting yourself in the foot. Learn more about how conversion tracking helps you make marketing decisions that grow your business.

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Hi, Lucy Ross here from ecommercemarketing.co.nz with another online marketing update for you. Today we’re going to talk about the importance of tracking and actually finding out where your marketing budget is going and if it’s bringing you, customers.

Are you tracking conversions?

If you set up any sort of Google AdWords and you’re not using Google AdWords conversion tracking, you’re shooting yourself in the foot. That’s because conversion tracking allows you to see exactly what keywords make sales or bring leads into your business.

Making the right decisions

Now, if you’re not using conversion tracking what you’re going to find is with Google AdWords, you’ll be spending money on a whole lot of different keywords, but you won’t know specifically which ones bring you business, so you can’t adjust your bids to perhaps make sure you appear in front of more people and you scale up those sales.

It also means because you don’t know which keywords aren’t making you any money, you can’t reduce the cost on them and turn them down. This could lead to basically empty pockets, and exhausting your AdWords budget, and no way to really refine and tweak things.

Do you have a measurement plan?

It’s important to set up a measurement plan in Google AdWords which is going to let you track things like phone calls or people that use the contact us page, or an e-commerce you want to be tracking if they make a sale. You want to basically track people’s engagement from AdWords and that they took the specific action that you wanted them to take.

Goal Tracking, Cart Abandonment and Profits

This is also important to carry through to your Google Analytics account. You have the ability in there to track goals, and there’s even an eCommerce tracking option in there if you want to track what products you’re selling, your conversion rate, and your shopping cart abandonments. You want to set up a measurement plan to basically find out all the things that are going well and resulting in sales or leads or money in profit. This involves sitting down and saying okay, what would a positive result look like, and how could we measure that, and how can we implement that into our website.

Track peoples actions on your website

With Google AdWords conversion tracking code, you basically take a little bit of code and you paste it onto the page that people reach after they take that action. If they filled in a contact form, it would be on the thank you page that came up once they’d pressed send on that contact form. If they went and put their details into your shopping cart, it would be on the successful order or order thank you page that came up.

Build a funnel (by fixing the holes in your website)

Basically, Google knows that when someone’s visited that page that a sale has happened, or with the case of Google Analytics goal tracking, it would say people reached the cart page, they reached the checkout page, and then they reached the sale page, so that’s a sale.

But, it could also track things like people reaching the cart page, the checkout page, and then not going through, so you could see how many people were putting things in their cart and then abandoning and not making a sale.

This is really helpful for you if you’re perhaps thinking about making changes to your website. Or, if suddenly things change, it would let you know that something was wrong and needed attention on your shopping cart.

Get tracking

This is Lucy Ross from Ecommerce Marketing. If you need help with Google Analytics or Google AdWords, we offer training. It can help you set up a measurement plan to make sure you’re getting results out of your online marketing. If you want to find out about more tips and techniques like this, be sure to sign up to our newsletter. I’ll see you next time.

Lucy Ross