by Christine B. Adams
The next step after you’ve selected your keywords and written a compelling ad is to track your conversions. Any Adwords campaign would not be successful if users do not have the tools for tracking conversions.

Google offers two valuable conversion tracking tools through the Adwords platform, but you may decide you want to simply rely on landing page hits or the number of sales generated from a particular link you used within the ad. Whatever the case may be, here are some tips for tracking conversions with Google Adwords:

If you’re checkout process involves using a shopping cart or requires confirmation on the end of a buyer, you need to embed your conversion link using Javascript. JavaScript is required to send information back to the Google Adwords tracker.

This tool allows you to track the ads that clicked through and produced a complete conversion; bear in mind that this tool does not allow you to see the number of visitors to the site. Just place the few lines of code into your website, and then access your conversion tracking reports directly on the ‘Campaign Summary’ page in the Reports Center of Google Adwords.

The only requirements for installing conversion tracking on your website is that you are running approved Adwords ads on the site, and that the code snippet is placed only on your conversion page. If you’re missing either of these elements, you will not be able to generate accurate data about your Adwords campaign.

You can confirm that the code is working by doing a complete conversion yourself. Just remember not to click on your own ads as this is against Adword’s TOS. Once a conversion is done, you will be able to see the click-through and conversion data within twenty-four hours.

You can still track your conversions if you are using a payment checkout system, like PayPal. PayPal and most other systems offer a conversion confirmation webpage wherein you can insert your Adwords tracking code. You will have a record of all conversions or sales once a customer successfully completes the checkout process.

Authors Sarah Milstein, J.D. Biersdorfer and Mathew McDonald of the book “Google: The Missing Manual”, emphasize the importance of determining your total cost-per-conversion for every campaign at any given time.

This information will tell you the actual costs of generating a sale with your campaign. To calculate this, match the number of conversions with the total cost of campaign for a certain period.

About the Author:
Marketing with Google Adwords is an effective technique that most websites can use to attract more sales.Creating quality Google Ads is one of the best skills to have when using Adwords – and there are several good training guides available online.

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