A majority of visitors do not convert to sales instantly. However, they may buy from you at a later date. It is important to try and retain as many of your paid search visitors as possible with your business.
How do you do that? By ‘capturing leads'.
What Are Customer Leads?
The commonest and the perhaps the most effective method of capturing leads is with email marketing. We will discuss this at length in a later post. But the basic concept is that you will get the visitor to submit his name and email, often in exchange for getting something free in return like a free e-book or a guide.
You can implement this feature on your website or use it in your eBay shop, although we are not certain if eBay will be still offering this functionality at the time that you are reading this.
When interested people join your maling list, many more of them will covert to sales in the future when you mail notify them of fresh offers, or send them well written emails that convince them to buy. Email marketing is a great way to get a buyer who has previously visited your website to come back and visit again.
This is the reason why email marketing is an important and very effective tool in making sales.
So, now you know that the customers that buy from your straightaway are not the only valuable ones. Other responsive customer convert to sales in the future as well.
How do we know which one how do we know which of the paid visitors are being responsive?
This is where we talk about ‘measuring conversions’.
How To Measure Conversion From Paid Search Engine Campaigns
When an online visitor takes any desired action of your choice it is called a conversion. For example, if you want an online visitor to buy a product or sign up for your newsletter or visit a particular page, when a visitor does any of these actions, you call it a conversion.
Both Google Adwords and Bing ads give you a code that you can insert in your pages that you want to track for conversions, pages like sale confirmation pages, newsletter signup thank you page etc.
Whenever a visitor who has come from any of paid campaigns in Google Adwords lands up on these pages, it means that he has completed either one or more of a desired action. These actions will show up in your Campaign reports as ‘conversions’.
You will know which keyword triggered the conversion and which keywords are converting the best. This is why conversion tracking is very important. It allows you to test different keywords. If you are using display campaign it allows you to test different placements on websites.
Without conversion testing you are shooting blind and losing money. After experimenting for sometime you can really fine tune your paid search engine campaigns, use the best keywords and get precise results.
The thing to keep in mind is that conversion tracking mostly works on your own website. Not all third-party websites will allow you to insert your tracking code on the checkout pages. Newsletter signups is also something that mostly takes place on your own blog or website.
Other kinds of conversions you might seek are Facebook page ‘likes’, Pinterest ‘pinning’ etc.