Conversion is the ultimate aim of what you want to achieve for your marketing goals and is the key element in paid search strategy.

2. • What is Conversion value
• Understanding Conversion rate
• What is Conversion tracking
• Importance of conversion
tracking
• Conversion
• Types of conversion tracking
• Conversion tracking=
Productivity?

3. Conversion definition
• Conversion is the ultimate aim of what you want to achieve for your marketing
goals and is the key element in paid search strategy.
• The sales that are generated through AdWords is known as conversion. It means
conversions are the measure of actions by the user that is valuable to your
business
• Example: A sale, An option, A lead, An enquiry, A completed questionnaire, A
phone call etc.

4. What is Conversion value?
• Different conversions have
different values, not all are equal.
The more is the conversion value
,the more worth it adds to your
business.
• If you assign values to your
conversions, you'll be able to see
the total value driven by your
advertising across different
conversions, rather than simply
the number of conversions that
have happened. And you'll be able
to identify and focus on high-
value conversions.

5. The number of conversions you get per
total number of clicks is called as the
conversion rate. It is calculates in
percentages.
EXAMPLE:-
If you get 10 conversions for 100 clicks
then the conversion rate is
10
100
∗ 100 =
10%
Your conversion rate might be over 100%
because more than one conversion can be
counted for each click.

6. Tips to improve conversion rates
• Choose the right keywords and also add
more negative keywords using the
search term report.
• Be specific and write specific Ad text.
• Clearly state the benefits of your
product or service
• Create dedicated landing pages
• Tell visitors exactly what they’re going
to get and include a clear value
proposition.

7. Types of conversion tracking.
Conversion tracking is used to measure your AdWords results.
Implementation : Sign in to your AdWords account. Click the Tools tab, and
select Conversions from the drop-down menu.
There are four types of conversion tracking methods.
1.Website actions 2.Phone calls
3.App installs and in-app actions 4.Import

8. Website actions
• When your customer pay on a third party page and
may not return to your purchase confirmation
page.
• When your website visitor download an app or file
etc.
• When your customers click a referral link to
another website.
• Track phone number clicks on your mobile
website.
Website conversion actions determines the number of conversions you get from your Ad clicks on your
website. You can track such conversions when your website visitors does the following actions:

9. Phone calls
You can track 3 kinds of phone call
conversions.
• Calls from ads: Track calls made directly
from call-only ads or call extensions used
in your ads.
• Calls to a phone number on your
website: Track calls made when someone
clicks your ad, then calls a forwarding
number we display on your website.
Phone calls conversions determines the number of Ad clicks that led to phone calls. By tracking phone
call conversions you can identify the specific keywords, ads, ad groups, and campaigns that drives most
valuable phone calls to your business.

10. App installs and in-app actions
App installs and in-app actions conversion
tracking determines the number of Ad clicks that
led to Android app installs and in-app activity and
this data helps to identify the specific keywords,
ads, ad groups, and campaigns that drives most
valuable app installs and in-app activity.
You can track conversions for both Android and
iOS apps:
App installs: Measures how well your ads are
leading people to install your mobile app.
In-app actions: You can automatically track in-
app purchases for Android apps that use in-app
billing, or you can track any in-app action.

11. Import
We get this type of conversions when the customer research online and purchase offline. It gives you
information about which keywords and targeting drive the most cost-effective conversions. This data can
help you target and optimize your campaigns for increased profit. AdWords provides two types of offline
conversion tracking methods.
AdWords Conversion Import to import conversions that you track in any other system into AdWords or
started with an ad click or with a call from your ad.
AdWords Conversion Import for Salesforce allows you to automatically see when sales events that
you track in Salesforce started with a click on an AdWords ad.

12. Conversion tracking = Productivity?
• Conversion tracking gives the advertiser a
complete view of advertising and provides
information about keywords, Ads, Ad Groups,
Campaigns that adds more value to the
business.
• You can understand ROI make better informed
decisions about your ad spend.
• Use Smart Bidding strategies (such as target
CPA, enhanced CPC, and target ROAS) that
automatically optimize your campaigns
according to your business goals.
• See how many customers may be interacting
with your ads on one device or browser and
converting on another and implement
remarketing to affinity audiences based on
conversion tracking data.