The keys to successful web marketing and conversion tracking

This and the next three or so articles will be on the subject of web marketing. After that, I will shift my focus back to content regarding the political injustices we are experiencing, solutions to those problems, and strategies for improving the quality of government and health care in America. After all, if we cannot reach the right individuals, then we will never be able to change anything.

This article will be about optimizing ad performance and tracking conversion rates in a Google AdWords campaign. First of all, during the early stages of campaign and site design, it is best to use keyword phrases that have low quality scores. By low “quality scores,” I am referring to this definition of quality score: Google Quality Score video. “Why is this?” you may ask. The reason is this: You do not want to use your best keyword phrases in your ad campaign until you have had the opportunity to learn from your mistakes, improve the site design, improve the keywords in your site pages, improve the quality of your ad(s), and improve the content that you will use to lead users to desired pages from your landing page.

The reason for this strategy is because the success of your ads will affect the quality scores for the keywords you are targeting. If you target your best keywords when your site is not yet ready, your quality scores may drop from very high to very low scores. Those low quality scores will now make it much harder for you to compete for those keyword phrases because you now will need to pay much more to obtain top ad positions. If you have worked very hard to design the site perfectly – yet you still obtain poor quality scores for your desired keywords, then you may need to check your assumptions and go back to the drawing board. I recommend that you check your assumptions frequently. Every time I explore what’s underneath my assumptions, I learn something new. When there is a flaw in our logic, it’s usually because there’s a flaw in one of our assumptions. If the underlying functions are unknown, then by trying to figure out what those functions might be, that’s when we tend to learn the most.

The same rule is true when we apply conversion tracking techniques. Conversion tracking enables us to track events that result from a lead like a potential customer clicking on our ad.  What’s important during conversion tracking is to track the right elements. For example, if we apply the conversion tracking code to our website in the header or some other element that loads when the page loads, then we will increment our conversion tracker every time someone loads that page. Since you will already know how many people are clicking on your ad (since AdWords tells you), this is usually an undesirable result. Instead, you must apply the tracking code on exactly the element you want to track. For example, if you want to track when people click on your “contact us” link, then you must attach the Google Analytics tracker to your “contact us” link. If you are using the newer Universal Google Analytics, you can subscribe to events by using this technique.


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