How to know what’s working and what isn’t


(narrator) So, you’ve got some online
advertising campaigns up and running, and you want to find
out how they’re doing. In this video, we’ll explain how to
do just that, by tracking conversions. We’ll cover what they are, how to
choose the ones you want to measure, and what technology
to use to track them. Let’s hear about the effect
it had on Rachel’s Kitchen. (Rachel) We use conversion tracking
within Adwords and Bing ads particularly. It’s incredibly useful to be able to
adapt and amend campaigns. For example, we had a broad match
campaign recently where the cost per conversion
was incredibly high, so that means were getting
the clicks through, but the cost is quite high,
so we’re using a lot of our budget up without making the crucial sale, which
is obviously the return on investment. What we were able to then
do is pause that campaign, and actually re-distribute that budget across much more efficient
and effective campaigns, which means that you get so many
more sales for your investment. One of the best things about SCM is that you can measure the value
you’re getting from your campaigns. To do this you track conversions, as in the key actions
you want website visitors to take using tools that search engines
like Google or Bing provide. We’ll get to those in just a minute. Let’s start with how you choose
which conversions to track. Say you’re a nature photographer
who sells prints online. What kinds of actions might count
as conversions on your website? Obviously, placing an order
is an important one, but what else might you
want people to do? Well, your website should
have a contact form so potential customers
can ask questions, like what other prints
you have for sale, or, if you’re available
to photograph special events. When someone submits an inquiry through
this form, that’s a conversion, too. What if you don’t sell prints online, instead you are a wedding photographer and the bulk of your site
is a portfolio of your work? You might have references
in downloadable PDF form, so when people download it,
you can track that as a conversion. You could also have a link people
can click to receive rates via email. That’s another way potential customers
can become paying customers, so you should track that
as a conversion as well. In these two examples we’ve mentioned
a handful of different conversions: successful transactions, contact
form submissions, and downloads. And, there are plenty
of other possibilities. Can you think of what conversions you’d
want to track for your own business? So, how can you actually
track these conversions? Well, you can use tools
provided by search engines. These allow you or whoever
is managing your website for you to place a small piece of code
on certain pages of your website. That sounds complicated, especially
if you don’t have technical support, but don’t worry,
we’ll walk you through it. Let’s go back to the nature
photography business. You want to track a completed
order, so you need to figure out the proper place for the
conversion tracking code. You wouldn’t want to put
the code on your home page. If you do that,
you’ll be counting conversions every time someone visits your site. Instead, you would install
the conversion tracking code on the order confirmation page. That’s the page customers see
after they complete an order. That way, you know
a conversion happened. Next you decide to track online inquiries. Just like the previous example, you need to install
the conversion tracking code on a page the visitor sees
onlyafterthey submit an inquiry– for example, on the page that thanks the customer
after they’ve placed an order. Make sense? In order to properly track conversions, you need to attach the code to pages someone will only see after
they’ve taken the action you want. Once you install the code,
you’ll start getting reports that tell you how many
conversions you’ve got. That’s valuable information
in figuring out if your online ad campaigns are working. To sum up, by using online tools
from search engines like Bing or Google, you can measure online conversions,
and set yourself up for success.

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