You Canʻt Improve What You Do Not Measure


Do you know your CVR (conversion rate)? Whether the goal of your website is to generate leads, drive online purchases, or get email subscribers – if you aren’t tracking conversions you have no way of understanding which keywords and ads are converting website visitors into customers. Without this valuable metric, you will not be able to efficiently optimize paid search campaigns to your target ROI (return on investment) or CPL (cost per lead) goals.

Remember: You can’t improve what you don’t measure!

Conversion data allows you to monitor and measure the effectiveness of your online advertising campaigns. And if you don’t track conversions to the most detailed level, you will not know how to effectively measure the success of your pay per click marketing efforts. You know how much was spent on a keyword. However, how much revenue, or how many leads, did that keyword generate? The answers to these questions are key to understanding how to adjust your keyword bidding strategy going forward.

Most search engines offer basic (and free!) conversion tracking tools to help advertisers answer these important questions. Google Ads and Bing Ads conversion tracking are quick and easy to implement – just a small snippet of code placed on ALL thank you/confirmation pages (the pages visitors arrive to AFTER completing the desired online action). If you use Google Analytics, you may also track performance by setting up goals and funnels under profile settings. Note: you can also track performance of non PPC campaigns (e.g. banner ads on other networks, website sponsorships, email marketing, monthly newsletters, etc.) by appending Google UTM tracking parameters to those URLs.

So, what is a good conversion rate? Ah, the age old question that is more difficult to answer when you are first starting your PPC campaign.

You can scour the internet for forums, articles or case studies to find out what others report as “average” conversion rates and come across benchmark studies for CTR and CVR similar to this. However, itʻs important to remember that conversion rates don’t just vary by industry, they vary by advertiser too. It’s always best practice to establish your OWN baseline and then improve your conversion rate from there.

Understand your conversion rate. Improve your bottom line. So easy to implement – start tracking today!

Evaluate AdWords Keyword Conversion at Ad Level


One of my favorite reports has always been the Ad report that details which keywords are converting for which ads.

Consider this: You see an ad yielding a very low conversion rate compared to others in the ad group. Your first instinct may be to pause that ad. However, if you review how ads are performing in relation to each keyword in that ad group, you might just find the ad performs exceptionally well for a specific keyword.

This report is especially helpful when reorganizing keywords into new ad groups during an account restructure. It’s important to keep your best performing ads and this report helps to ensure you do just that.

Here’s how to run the report:

  • Navigate to the Ads tab of your desired Ad Group
  • Click on the “Columns” drop-down
  • Select the columns you want populated in your report (e.g. clicks, cost, converted clicks, etc.) and click Save.
  • Click the “Segment” drop-down
  • Select Keyword / Placement

And voila, you can view keyword performance for each of your ads, which should look something like this: