What is a conversion?
What is a conversion?
Digital marketers love to use trendy phrases and words to describe their work. Terms such as “do-follow”, “non-follow”, “index”, and CPC can sometimes leave a small business owner feeling lost. Luckily one such term that is pretty straightforward to understand though is called a conversion. But what is a conversion? What does it do for my website?
In the world of digital marketing, the word “conversion” represents any action on your website that is considered valuable. Such as someone visiting your website and filling out the contact form. Now this is just one example of a conversion. There are many different kinds and levels of conversions and is something we will cover in the next section.
What is a conversion? Depends On Your Industry
Believe it or not depending on what industry you are in, you may track conversions differently. For example if you are in a B2B (Business to Business) category some common types of conversions you may track include:
- Visits to a particular key website page
- Total number of views on a marketing video
- White Paper or Ebook downloads
- Email newsletter sign up
- Web Form Submissions
- Phone Calls
If you are in a business category such as business to consumer (B2C) your conversions may look a bit different. Typically these conversions track more like this
- Web form submissions
- Phone calls generated
- Directions to your store
- Number of followers on social media
Now in order to track conversions correctly, you will want to make sure that you use conversion tracking so that you can understand your conversation rate, cost per conversion, and the total number of conversions in general.
What is a conversion? Tracking Conversions
So now that we have properly answered the question what is a conversion, we should turn our attention to tracking conversions. Tracking conversions will help you to optimize your digital marketing strategy and figure out what is and what is not working.
Tracking Pay Per Click Conversions
In order to track conversions from PPC you will need to create a code to insert into your thank-you or confirmation page after a visitor lands on a converting website form. So if you have multiple conversions that you would like to track, you are going to need a landing page, confirmation, page, and tracking code for each. Luckily Google Adwords makes creating tracking conversions relatively easy.
What is a conversion? The Benefits of Tracking
There are 4 key reasons why a business will want to track conversions moving forward
Gain insight into your campaigns. By tracking conversions you can instantly know what is and what is not working. You will be able to see how your campaigns, adgroups, keywords, and even the ads themselves are performing.
Generates new customers. Now who doesn’t want new customers? Once you start looking at this valuable data you will have a clear understanding of what changes you need to make on underperforming keywords, ads, and adgroups. When you go ahead and make these changes, watch the customers flood in!
Improve Your ROI. Clicks for the sake of getting clicks is not that helpful! By tracking conversions you can reduce your wasted ad spend, gain more quality clicks, and improve your overall return on investment.
Get creative. By tracking conversions you can start to become more creative. You can incorporate more advanced campaigns like ad extensions, remarketing campaigns, and social media campaigns too! Constantly test and find new ways to gain even more customers and grow your business into a money-making machine!
MarketKeep is a digital marketing agency for small businesses and start-ups based in Towson, Md. Our goal is to help small business owners plan, place, and optimize their digital marketing strategies. MarketKeep is proud to offer our clients the following services:
Website Design – As a website design company we build websites that represent you and your brand and instantly builds a connection with your customers online. To learn more about our website design capabilities please contact our website designers.
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Pay Per Click Experts – As your SEM Agency MarketKeep will plan, place, and optimize your SEM campaigns so that you are maximizing your SEM campaign. To learn more about our SEM Services please contact our SEM team.
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