00:00 Hi everyone, I’m Spencer from the AdWords team, and this is AdWords In Under 5 Minutes. This video will teach you how to get started with Conversion Tracking!
Let’s get started!
00:18 Conversion tracking is a free AdWords tool that shows you what happens after a customer clicks on your ads — whether they purchased your product, signed up for your newsletter or filled out a form to receive more information.
00:31 By tracking these actions, known as “conversions,” you’ll know which ads, keywords and campaigns bring you business. This helps you invest more wisely in the best ones and ultimately, boost your return on investment.
00:44 With Conversion Tracking you will be able to select exactly what you want to track: a purchase on your website, a form submission on your site, phone calls, or app downloads.
1:15 So now we’re ready to set up Conversion Tracking! To get started, click “Tools” in the top navigation bar of your AdWords account and then select “Conversions” from the drop-down menu.
1:26 Click on the red +Conversion button to create your first conversion action. Next, select the type of conversion you’d like to track.
1:33 First, give this conversion action a specific name so that you can recognize this action later on in conversion reports. Click Done once you’ve done that.
1:43 Then, indicate how much each conversion is worth to your business. You can indicate that each conversion has the same value, varying values, or that you don’t want to assign a value for this particular action.
1:54 In the Conversion Windows section, you’ll indicate the number of days after the user clicks on your ad during which the conversion will be recorded. We recommend choosing a window related to the length of time you expect your ad to be relevant for the user or the amount of time it might take for a potential customer to convert and complete the conversion action.
2:13 The Category option allows you to select the category that best applies to a specific conversion. If you want to track website purchases, select “Purchase/Sale.” If tracking newsletter sign-ups, pick “Sign-Up.” Alternatively if your conversion doesn’t fall into one of the listed categories, select “Other.”
2:33 On the next page, you can access the specific snippet of code you’ll need to add to your site for this conversion action. From the gray box, you can send a direct email to yourself or your website developer which includes the code snippet and instructions for adding it to your website!
2:47 The code should be implemented between the body tags of the page the user visits after they complete the conversion action. And that’s it! Easy right?
2:56 Once the snippet of code has been added to the site, your conversions should begin tracking in your AdWords account.
3:01 Once your Tracking Status in the conversion section is set as “Recording Conversions,” you will be able to view conversion data in your account. On the Campaigns, Ad Groups, Ads, and Keywords tabs you can add columns with conversion data in order to monitor which campaigns, ads, and keywords are driving the most of these valuable conversions to your site!
3:21 To do this, click on the Columns button, select Modify Columns, then select “Conversions” in blue from the gray box. You can add columns that count the number of conversions and columns related to cost.
3:34 After setting up Conversion Tracking and acquiring data about your performance, you may want to consider using a bid feature called Enhanced CPC, which raises your bid for clicks that seem more likely to lead to a conversion on your website. That helps you get more value from your ad budget. The feature works by bidding up to 30% more in ad auctions that are more likely to lead to a conversion, so with Enhanced CPC you should see conversion results that are better than, or at least the same as, the results you get without it.
4:03 To use this feature, click on the Settings tab of your campaign, click Edit next to Bid Strategy, and check the box for Enhanced CPC. And check out this resource if you’d like to learn more about Enhanced CPC or other bid options that focus on conversions.