Why Set Up A PPC Campaign For Your Business & How To Set Up Conversion Tracking?

Why Set Up A PPC Campaign For Your Business & How To Set Up Conversion Tracking?


Many companies are expanding their businesses online, and are turning to online marketing strategies to improve their websites’ return on investment (ROI). One form of online advertising and marketing are Pay-per-click (PPC) campaigns to increase the awareness for your website.

So why is it necessary?

While PPC campaigns allow customers to readily access your site, it’s important to track what is, and isn’t working for your business.

As PPC campaigns cost every time a user clicks on one of your ads, regardless of whether or not they become customers, failing to determine which keywords are successful can waste a lot of time and money.

Tracking enables you to accurately follow how many clicks from your ads resulted in sales. By knowing this figure, you can examine your ROI to decide whether your PPC campaign has been financially successful for your business.

In short, if your ROI is not positive, then the form of advertising you’re investing in isn’t helping your business to grow.

Tracking your conversions can help you reach your goals. If you know your conversion rates, you can determine whether or not you are making progress in fulfilling the goals you set out for your website. Overall, it is one of the most efficient ways to analyse whether your goals are being achieved, and how best to improve your website.

How do I set it up?

There are three main ways of setting up conversion tracking, through Google Adwords, Yahoo! Search marketing or Google Analytics.

Google Adwords:

Conversion tracking is a tool found under the ‘Campaign Management‘ tab

Create a new action (what it is you wish to track), then copy and paste the code onto the page where your completed conversion takes place, such as a thank you page

Yahoo! Search Marketing:

 Yahoo has two conversion tracking options, ‘Conversion Only’ and ‘Full Analytics’

‘Conversion Only’ shows you only the cost-per-conversion statistics

‘Full Analytics’ shows you this, but it also provides statistics on the steps the customer took before they reached your conversion page

To find either of these options, click on the ‘Administration’ tab and pick which conversion option you’d like to use

Then click ‘Revenue Value Setting’ and activate.  A code will be provided in a similar way to Google AdWords

Google Analytics:

While conversion data is essential to get the full benefit of a PPC campaign, an analytics tool like Google Analytics, can provide more in-depth information, such as user behaviour and referral data.


Install Google Analytics across the entirety of your website; this can be achieved by putting the code on every page

In the analytics interface, you can define your tracking goals. This will usually be the URL of your ‘Thank You’ page, as it appears once a successful conversion has occurred

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