What is conversion tracking and why is it important for PPC?
- by Steve Taylor
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- 14 May, 2018
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Metrics are important when it comes to a PPC campaign, as they’re the only accurate way of knowing how well your adverts have performed. There are a few basics you need to be aware of before you get started with your metrics though, so settle down for a whistle-stop tour.
Conversion window measures advert click to conversion time
The conversion window is the time from when a visitor clicks on an advert to when they convert into a paying customer. In other words, the time from seeing your advert to clicking on it and checking out.
Each PPC platform uses a different window for tracking this though which can impact on the number of conversions reported. While you might not think this is a big issue, you need to remember that it’s not always the first visit that prompts the sale. Often consumers will visit several websites ‘shopping’ for what they want, go away and think about it and then come back when they’ve decided. It means that a few visitors might slip through the cracks when it comes to reports.
Attribution time can vary dependent on the click, or the conversion
The attribution time is slightly different, and you’ll get different reports from AdWords than Google Analytics. AdWords will report the conversion from the date and time of the click of the advert that led to the conversion goal – so a click 12pm on December 21st that led to a checkout on 2nd January would be reported as December, for example. Google Analytics, on the other hand, tracks the conversion from when the goal was completed, so the 2nd January event.
There are two different conversion counting methods we have to consider too
View Through Conversions are what happens when the customer sees the advert in December and completes the conversion in January. Generally, these are used for display and retargeting advert purposes rather than clicked conversions but are an important metric to consider for understanding your sales funnel and campaign as a whole.
Clicked Conversions are, as the name suggests, conversions that happen once the advert has been clicked on, and the visitor completes the goal. These might be counted as multiple conversions or a single unique conversion depending on how the tracking is set up – per user, or per goal.
Consider the information you want from your reports to ensure your conversion tracking is set up correctly
Now you know the basics of how conversion tracking works, you need to consider which metrics would be beneficial to you and help you gauge the success of your marketing campaign. Each platform is different in how it measures and reports things so take a look at your dashboard and set things up to your liking.
Amazon has taken the world by storm with its range of products, drone deliveries and streaming services, but one aspect you might not have considered before is its pay per click marketing, otherwise known as “sponsored products”.
If you sell products, then advertising through Amazon is an effective way of reaching a bigger audience and increasing your revenue. But how do you get started with one of the world’s largest retailers?
Sponsored product ads appear in both Amazon’s search results and product listing pages
Although you will find that the PPC ads on Amazon are discreetly marked as ‘sponsored’, they do fit in seamlessly within the rest of the search results, dare I say it far better than on Google where it’s obvious to many that the advertisement has been paid for.
It’s also easy to get started with Amazon’s PPC system.
Any seller with a professional selling plan can place ads, although not all of Amazon’s categories are currently available to advertise under. You can quickly get started and find the answers to your questions under Amazon’s helpful service pages , and as always, their customer service is easily accessible for support.
Just like Google Ads, Amazon’s PPC works as an auction style system where you place bids for where you want your advert to appear, and the highest bidder wins the first position.
There are several key reasons why you should be considering Amazon for your PPC advertising
Amazon is fantastic at running seasonal promotions. Like many people, around those all important dates of the year – Black Friday, Cyber Monday, Christmas, Mother’s and Father’s Day and Valentines, you probably head straight to Amazon to either buy gifts or garner some inspiration.
Amazon advertising can be found everywhere, from billboards to television ads, so you know that your PPC campaign can tap into some of that marketing magic too, something that Google still struggles somewhat to achieve.
It’s also perfect for boosting a single product you might be struggling to shift from your warehouse. Where Google is best for landing page campaigns and sales funnels, when you just have a product to clear or a new line to introduce to the market, Amazon is perfect for giving an instant boost exactly where you need it.
Don’t forget about the “accidental effects” to your organic SEO either .
The more your products are viewed online, along with visits to your website, positive reviews and that crucial “social proof” is in place, you will find that your organic SEO is given a boost and the effects of an Amazon PPC campaign will be found elsewhere in your digital marketing.
We think that giving Amazon sponsored products advertising a try in 2019 is certainly worth a try if you’re an e-commerce or drop shipping business owner looking for a new marketing tactic. As always, for advice and support with all things pay per click marketing, get in touch with us here at Bargainarena Limited, and we’ll be delighted to help.
