In our previous post we looked at the importance of ad copy best practices and landing page relevancy. In our final post for this series, we will discuss the benefits of conversion tracking with campaign analytics.
Now, what exactly is a conversion I hear you ask? It is simply something which has led a visitor to interact with your site. This can include making a purchase, signing up to a newsletter, sending an online inquiry, requesting a brochure or even viewing a particular page you have created. Any of these can be considered a conversion and they can all be monitored by placing what’s known as a conversion code on your website. Once this code is implemented, it is picked up by cookies on a visitor’s computer - allowing you to view the journey they make on your site.
Conversion tracking enables you to monitor the path your customers take when browsing and shopping on your site. It gives you insight into how they interact with the site and allows you to optimise it to tailor to their behaviours. But primarily, it is a great way to calculate the ROI from your PPC ads.
How to create a Conversion Code
From the Tools tab, select Campaign Analytics - this will take you straight to the page where you can generate a conversion code. Once there - firstly ensure you are working in the correct account from the account drop down menu (this only applies if you have more than one account). Next, ensure the analytics status is set to enabled.
To create the tracking code, click create goal. Here, you’ll create a conversion goal and define its steps. You can have up to steps steps in any goal, allowing you to track up to steps different pages that may take you to the ‘Thank You’ page. These can be either landing pages, browsing pages or prospective conversion pages.
So, if your goal was a booking at the Wollongong Bed & Breakfast, your steps might be
- Landing page – the home page of your website
- Browse – Room types
- Browse – Rates
- Prospect – Availability
- Prospect – Booking page
- Conversion – Booking Confirmation ‘Thank You’ page
Once you’ve determined your steps, you can select whether to track revenue or any costs associated with the conversion – such as tax or shopping costs.
Lastly, you need to select a conversion period which is the number of days Bing Ads should track the events that result in a completed conversion.
Now you are ready to generate the code and apply it to your site.
Once you’ve implemented the conversion code on your website and set up custom dimensions to establish the other traffic sources, you can begin to evaluate the effectiveness of your campaigns via a range of reports in the Reports tab.
- Conversion reports that provide data on impressions, clicks, conversions and revenue.
- Goals reports that help track visitor behaviour on your website between clicking your ad and reaching your conversion goal.
- Traffic sources reports that provide conversion and goal data by sources of traffic to your website.
- Segments reports that provide data by geographic and demographic attributes.
- Tactics and channels reports that provide data by custom report dimension.
You can run these reports on a regular basis to optimise your campaigns and target your customers more effectively. You can also schedule them to run at a set time each day/week or month and land in your inbox without having to go into Bing each time.
Using the information you have gathered from your conversion reports, you will be able to establish things such as;
- Which rooms are the most popular
- Which keywords your customers are typing to find the BnB
- Which ads are securing the most amount of bookings
- What types of customers your ads are appealing to (e.g. females aged 40-60, from NSW)
Optimising Towards Conversions
Applying conversion codes to your website and tracking them through Bing analytics will not only monitor what purchases are made as a result of your PPC campaign, it will also give you more understanding into what kind of searches drive these conversions – allowing you to tweak your account towards those keywords and ads.
There are a range of tactics you can apply to make sure you’re getting the most out of your PPC account. These include separating the top converting keywords into their own campaigns and ad groups, adjusting bids to ensure your ads are always appearing in the top position, applying targeting to your campaigns so your ads reach those who are more likely to engage with them and revising the landing pages on your ads to streamline the conversion funnel for your customers.