Search engine marketing campaigns are designed to send high quality, convertible traffic to company’s website.
Google AdWords has a powerful feature called conversion tracking. Once enabled, conversion tracking will measure, analyze and report conversion data about your AdWords ads.
Conversion tracking helps you make smarter decisions about your ad setup by assigning sales revenue to successful AdWords conversions. You establish the parameters for your conversion and install the appropriate tracking code on your website.
AdWords latest feature called enhanced CPC takes the data from your conversion tracking and automatically adjusts your maximum CPC bids so that you get the highest return from your ads.
Enhanced CPC is leveraging historical data about your AdWords account, such as how well keywords have performed and your ad’s performance on search and network partner sites.
More interestingly, Enhanced CPC leverages searcher attributes such as user’s location, language settings, browser, and operating system and analyzes how these attributes could impact the likelihood of your ad converting.
Advanced CPC will increase your CPC when it detects a keyword and user attribute that will likely result in a conversion. Conversely, it will decrease your CPC when it detects a combination that is least likely to convert for your ad.
It’s great to see these conversion optimizations being offered within AdWords. Many search marketers have reached out to third-party PPC management software to assist in collecting and analyzing similar conversion data.
Tags: Search Engine Marketing