Search campaign conversion tracking is crucial to success. PPC conversions are meaningful events including sales transactions, form fill submissions, phone calls, and other meaningful actions.
PPC campaign conversion tracking provides visibility into campaign performance. But the more important benefit to advertisers results from the conversion metadata being fed back into the campaign’s machine is the learning algorithm. The conversion metadata becomes the fuel for automated bidding.
When properly configured and optimized, machine learning will lift campaigns to higher levels of performance. Automated bidding also reduces management time previously spent on constantly adjusting manual bidding to respond to changes in the market for keywords.
We have found that less than half of existing search campaigns have full conversion tracking implemented, and even when conversion tracking is implemented, it is more often than not lacking full coverage. There is a reason for this – conversion tracking can be difficult to implement and test. There are several ways to implement it, and they all have their issues. But getting conversion tracking is worth it, the effort invested to set it up is paid back in higher levels of campaign performance.
More: Our blog articles on automated bidding, conversion tracking, conversion tracking value models