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“So you ve got some online nadvertising campaigns up and running and you want to to find nout. How they re doing in this video. We ll explain how to just that by tracking conversions. We ll cover what they are how to nchoose the ones you want to measure.
And what technology nto use to track them let s hear about the effect nit had on rachel s kitchen rachel we use conversion tracking nwithin adwords and bing ads particularly it s incredibly useful to be able to nadapt and amend campaigns for example. We had a broad match ncampaign recently where the cost per conversion nwas. Incredibly high so that means were getting nthe clicks through but the cost is quite high nso. We re using a lot of our budget up without making the crucial sale.
Which nis obviously the return on investment. What we were able to then ndo is pause that campaign and actually re distribute that budget across much more efficient nand effective campaigns. Which means that you get so. Many nmore sales for your investment.
One of the best things about scm is that you can measure the value nyou re getting from your campaigns to do this you track conversions. As in the key actions nyou want website visitors to take using tools that search engines. Nlike google. Or bing.
Provide we ll get to those in just a minute. Let s start with how you choose nwhich conversions to track. Say you re a nature photographer nwho sells prints online. What kinds of actions might count nas.
Conversions on your website. Obviously placing an order nis an important one. But what else might you nwant people to do well your website should nhave a contact form so potential customers ncan. Ask questions like what other prints.
Nyou have for sale or if you re available. Nto photograph special events when someone submits an inquiry through nthis form that s a conversion. Too what if you don t sell prints online instead. You are a wedding photographer and the bulk of your site nis a portfolio of your work you might have references nin downloadable pdf form so when people download it nyou can track that as a conversion you could also have a link people ncan click to receive rates via email.
That s another way potential customers ncan become paying customers so you should track that nas a conversion as well in these two examples. We ve mentioned na. Handful of different conversions. Successful transactions.
Contact nform submissions and downloads. And there are plenty nof. Other possibilities can you think of what conversions you d nwant to track for your own business. So how can you actually ntrack these conversions.
Well you can use tools nprovided by search engines. These allow you or whoever nis. Managing your website for you to place a small piece of code non certain pages of your website that sounds complicated especially nif. You don t have technical support.
But don t worry nwe ll walk you through it let s go back to the nature nphotography business. You want to track a completed norder so you need to figure out the proper place for the nconversion tracking code. You wouldn t want to put nthe code on your home page. If you do that nyou ll be counting conversions every time someone visits your site instead you would install nthe conversion tracking code on the order confirmation page.
That s the page customers. See nafter. They complete an order that way you know na conversion. Happened next you decide to track online inquiries just like the previous example you need to install nthe conversion tracking code on a page.
The visitor sees nonly after they submit an inquiry for example on the page that thanks. The customer nafter. They ve placed an order make sense in order to properly track conversions. You need to attach the code to pages someone will only see after nthey ve taken the action.
You want once you install the code nyou ll start getting reports that tell you how many nconversions you ve got that s valuable information nin. Figuring out if your online ad campaigns are working to sum up by using online tools. Nfrom search engines like bing or google. ” .
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