Here’s one thing you have to understand about starting your own business: success doesn’t happen overnight. It can be a long and tiring process, but the pay-off would be fulfilling once you do it right. So what is one of the important elements needed to make your business successful? Set clear marketing goals and employ an effective marketing strategy.
Clients are the lifeblood of business. It is not enough that you have a creative and innovative concept for your marketing strategy; more importantly, it must reach your potential clients. With the advent of the Internet, the fastest way to reach prospects is by running a Search Engine Marketing (SEM) campaign. This is where the importance of conversions tracking comes in.
SEM Basics: Conversion Defined
Conversion encompasses a whole array of meaningful actions that a visitor does on your website.
Any good SEM agency will tell you that conversion is not limited to making online purchases.
Instead, it could range anywhere from sending an enquiry to you via your website’s contact form to subscribing to your weekly newsletter. While non-purchase actions will not increase your company’s revenue immediately, it can boost your company’s online presence rapidly, providing an opportunity of a done deal down the road.
Importance of Conversion Tracking to Your SEM Campaign
Now that you know what conversion means, the next question is: why should you track them?
Here are some reasons why conversion tracking should be a part of your SEM campaign:
1. It helps you make the most out of your SEM campaign.
Conversion tracking allows you to monitor the pages visited and the actions completed by web visitors when they visit your site. These will give you a good idea on what interests these potential clients so as to plan your next marketing strategy effectively.
2. It allows you to get more customers.
Since conversion tracking allows you to make improvements on underperforming ads, you will be able to attract more customers. By making the necessary modifications to your SEM strategy, more “potential clients” will be converted to “actual customers”.
3. It increases your ROI (Return Of Investment).
Another thing worth noting with regards to SEM is that clicks only matter when they are converting. Knowing which ads and landing pages get conversions aid you in channelling majority of your investment in ads with the better ROI. Conversely, you can consider dropping those ads which are not performing well.
How To Set Up Conversion Tracking?
Watch this video which illustrates how to set up conversion tracking for your SEM campaign.
What to Do After Setting Up Conversion Tracking for Your SEM Campaign?
After setting up conversion tracking, you have to give your SEM campaign some time to run so as to gather data. For better results, do a monthly analysis of the gathered data and make the necessary adjustments. You can also tap on this opportunity to experiment with other AdWords functionalities such as remarketing campaigns and ad extensions.
Running an SEM campaign without implementing conversion tracking is a game of hit-and-miss. If you want to get your money’s worth, then it’s time for you to begin tracking conversions.