When a website visitor completes an action that you have defined as valuable – it is known as a conversion.
If you have an Ecommerce site – identifying conversions is easy, the visitor either purchased your goods and services or they did not. You can determine from the purchase which keywords or ads brought the customer to your site and thus know where to focus your advertising dollars. These purchases make it easy to calculate your return on investment (ROI) or your return on ad spend (ROAS).
But what do you do if you are a service business and you need in store visits to earn revenue? The short answer is “The Call to Action”. For example the visitor signs up for a newsletter, downloads your app, places a call to your business from a mobile ad, completes a contact us form. All of these are valuable actions and may be a good predictor of customer intent.
When you begin to identify the call to actions you will employ, they may each have a different value and therefore different benefit to your business. Some call to actions may directly support your business goals while others may play a supporting role, but still help you understand the journey each customer makes to a purchase. All of your conversion data can then be used to optimize your ad text, your keywords and your bid structure.
For example you may notice that most of your conversions occur between specific hours of the day. You could then concentrate on placing higher bids during those hours. So whether you are an Ecommerce site or a service business you need to monitor and determine the best way to allocate your valuable advertising dollars. Here at Front Man Marketing we are experts at setting up conversion tracking. Give us a call we would love to build a program for you.