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PPC Basics: Conversion Tracking Measures How Well Your Campaigns Turn Browsers into Buyers

Of all the different advertising options you have to make new potential customers aware of your business, only a handful of them can deliver metrics that will help you not only gauge how successful your efforts are, but can also offer helpful insight on what you can do better when they’re not. Pay-per-click (PPC) marketing is one of these advertising options, so if you’re not already running campaigns with Bing Ads, you’re missing out on one of the most cost-effective ways to reach new audiences.

Whether you’re brand new to PPC marketing or if you’ve been doing it for a little while, no doubt you’ve taken a look at the range of different reports offered by Bing Ads. From making sure your cost-per-click (CPC) stays within your budget to keeping an eye on how competitive your click-through rate (CTR) is, there are reports that can help you accomplish your optimization goals.

But what about getting a pulse on your return on investment? What about knowing what customers do on your web site between clicking on your ad and completing a conversion activity (e.g. a sale, newsletter sign up, etc.)?

You can measure that too; all it takes is a little work to set your campaign goals and then add the conversion tracking code to the applicable web pages.

If you’d like to implement conversion tracking in your campaigns, be sure to visit the “Add conversion tracking” page here on the Bing Ads site for step-by-step instructions on how to do it.

NOTE: The information contained in this blog post is intended for agencies and advertisers that are self-managed or supported by Microsoft.  If you are an agency or advertiser managed by Yahoo, the details therein may not be applicable, and you are encouraged to contact your Account Representative for more information.

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