Use Conversion Tracking: It’s NOT Just a Traffic Counter
Problem: A business owner uses their free $100 Google AdWords credit offer, comes up with a few keywords to include in their ad, and walks away. Wrong! Google AdWords isn’t like placing an ad in your local newspaper. It’s also not just a ticker or counter letting you know how many visits your site had.
Solution: To use Google AdWords effectively, you want to measure the amount of traffic that comes in with specific keywords for targeted audiences that convert to sales. Once you start an ad campaign, you can either optimize ads with new images to increase traffic, change keywords, or a combination of both.
When you build an online store, conversion tracking can take time to understand, but it’s helpful because you’ll have better, more targeted ads. You can see how much traffic each ad is generating and end ads early that have less traffic while you create similar ads that are getting more traffic.
Conversion tracking lets you view:
- How many people came to your site from a specific ad
- How many people came to your website, app, phone (when a phone number is included in the ad), or imports (offsite through location or phone sales)
- What percentage of people made their purchase from the ad
- How much traffic you’re getting on specific dates or at specific times (which works with seasonal sales or if you’re targeting shoppers surfing the net at lunchtime)
To use this feature: When you start a Google campaign, go to the Google AdWords site and select the “Add Conversion Tracking” button when prompted. Alternatively, you can use the snippet of code that Google provides to add into your website (or have your marketer do it for you). For more about this, use Google’s step-by-step guide.
Optimize Your Keywords: The More Specific The Better
Problem: You’re selling sneakers, so you list keywords “sneakers,” “best sneakers,” and “white sneakers,” but your search is too broad. You’ll likely get lots of traffic, but you will also get high bounce rates. Why?
Generalized keywords like “sneakers” will target every audience, and if you are only selling Converse, people will leave your site when they don’t find Nikes or Reebok. You’ve wasted your ad money, there’s no sale, and your bounce rate goes up.
Solution: Use targeted keywords for people highly likely to make a purchase. For example, with coffee makers, instead of using generalized keywords like “coffee makers” or “save now on popular coffee makers,” use specific keywords based on what you’re selling. Specific keywords might include “Keurig single-serve coffee maker,” “best Cuisinart coffee maker,” or “Shop for coffee makers under $50.” See the difference?
Your keywords draw people to your ecommerce site. Just make sure when they see the ad or landing page, the item is available so they can make their purchase.
Use Google Shopping Ads: It’s a Fast Way to Increase Traffic
Maybe you’re setting up a new website and did a search for “how to create an ecommerce site” or “how to build my website.” Aside from Google AdWords, Google Shopping Ads is another way to target traffic.
With a Google Shopping Ad campaign, you can:
- Increase your ROI, improve your click-through-rate (CTR), and lower cost-per-click (CPC)
- Get better quality traffic that won’t result in increased bounces
- Reach more potential customers looking for your products and services
- Find customers ready to buy your products and services
- Manage your account with easy to understand features
To get started: Sign up for a Google Merchant Account. After setting up your account, use the “Product Feeds” tab to upload your product data—reach out to your website designer if you need further assistance.
When you link your store with Google, use the AdWords feature, and you can then add a Keyword Planner. In the Keyword Planner, select “Campaign” and “Shopping” to set up new ad campaigns. Why use this?
Aside from the fact that it converts well across mobile, the ads are rich and display prices and images. These ads aren’t like normal text ads, but use pictures of your products. You’ve probably seen them anytime you do a search as items appear in the top right of your screen.
With Shopping Ads, you’re attracting customers with AdWords and images, which means they can see your available products and reviews. This leads to increased traffic and a higher ROI.
While it can seem daunting at first, Google AdWords is a great way to increase traffic to your product pages and improve your conversion rates. With a little bit of setup and trial-and-error, you can run effective campaigns that are beneficial to your business.