How To Set Conversion Value In Digital Ad Campaigns

Why is it important to set conversion values? Without understanding the conversion value, you won’t be able to track the two most important metrics in digital ad campaigns.

Paid search campaigns are used for two purposes: (1) sales, as in eCommerce stores, and (2) lead generation, as in service businesses. Both benefit from setting up conversion values right within a campaign.  However the method to do so is different.

When determining lead value, some of the things to take into consideration include:

  • Close rate of turning leads from paid search into transactions.
  • “Planning window” to use for estimating conversion value (typically 6 to 18 months).
  • Gross margin of the product or service.
  • Aggregate repeat or follow-through purchase behavior.

Steve describes a simple framework for how to estimate conversion values in this short video.

Additional Video Posts

search ad conversion tracking

PPC Call Tracking Benefits

PPC call tracking facilitates the capture of search engine metadata associated with call conversions. This metadata becomes powerful information when it is used as the fuel for automated bidding or “machine learning” algorithms within a PPC platform.

Read More »

Sorry, we couldn't find any posts. Please try a different search.