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If you’re running an AdWords campaign, you MUST be tracking conversions.  And that doesn’t mean you only need to pay attention to this if you sell products online.  Here are some ideas of web actions you could and SHOULD be tracking:

  • Newsletter signups
  • Contact form submissions
  • Quotation requests
  • “Ask a question” form submissions
  • And of course, sales!

If you track these conversions in AdWords, you will be able to see specifically which keywords resulted in a conversion for the above.  This then allows you to focus your spending on these keywords and their Ad Groups.

But how do I add a conversion I hear you cry?

Go to :  Opportunities Conversions (bottom left hand corner) – New Conversion

Give your action a sensible name such as “Lead” and set the Tracking Purpose to match.  In this case set it to Lead.

Now choose Save and Continue.

None of the options on the next page normally need to be changed except it your website is secure (https), in which case you need to set it to Page Security level – Https in the top box.

Choose Save and get Code.

This HTML code needs to be inserted on the page people see when they have completed the action, normally a thank you page.  Don’t have one?  Ask your web designer to create one.

Now over to you – what new actions should you create and track so you’re tracking the effectiveness of YOUR AdWords campaign?

Beth is a member of our SEO team and works as a Search Marketing Executive. Her role is to write creative copy and help clients optimise their website.


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