Universal Web Consulting: Make PPC Count

Universal Web Consulting on PPC Conversion Data

Universal Web Consulting reminds its clients that there are many situations where a PPC advertiser may not have access to the appropriate conversion data. The first response is usually a grimace if one were to find zero’s in the conversion statistic column. However, it is often the case that this is not a performance problem but a tracking problem.

This could be caused by a delay in conversion code installation, codes unable to be installed or a website update erasing the codes. The PPC campaign still must be managed and improved upon in the face of such events. How do you track without the AdWords conversion tracking? This bit of advice from Universal Web Consulting can help many PPC marketers to maintain a successful campaign when tracking goes haywire.

Universal Web Consulting: Finding an Alternative Data Source

In addition to customary PPC conversion tracking it is good to have a back-up method of tracking. Google Analytics offers comprehensive data across the entire site. Setting goals for recording conversions is effective and simple with Google Analytics. As the experts behind Universal Web Consulting mention, you can also import goals from Analytics goals into AdWords; a great tool.

There are a few other back ups one can use as well. Omniture and Webtrends are both good analytics back ups. Whichever service you use a back up data source can help to make sure the wheels keep turning.

Universal Web Consulting: All About Core Metrics

 Without conversion data PPC management needs to focus on core PPC metrics. Build a strategy focusing on the basics; quality score, cost-per-click, and click-through-rate. Optimize the current running campaigns. Universal Web Consulting reminds clients that it’s imperative to write relevant super ads based around super tight ad groups. Ensure that keywords are targeted to engaging, relevant landing pages with the keywords. These actions should help to increase the quality score which lowers the cost per click. Concentrate on basic PPC fundamentals like these to improve and manage conversion goals.

Universal Web Consulting: Attracting Quality Traffic

Look to improve traffic quality for search and display. Look, intently, through search query reports and locate any negative keywords. Exclude these irrelevant queries. Universal Web Consulting notes that this will save money as well as improve the click-through rate.

During this process one may also find “positive” queries that can be formed into new ad groups or keywords. Run replacement performance reports for all display campaigns and exclude unrelated sites. This can be tricky process without proper conversion data but with best efforts can still be effective.

Universal Web Consulting: The Ongoing Importance of Conversion Data

 Universal Web Consulting is quick to comfort clients on the fact that the inability to gain access to conversion data does not have to mean the end of the world. Hopefully, the loss of the data will only be short term. If it happens to last longer, however, it is a smart idea to have other options. As you look to continually improve accounts and statistics having a back up system of conversion data can be a lifesaver.