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Tag: conversion tracking

  • Bing Makes Improvements To Conversion Tracking

    Bing Makes Improvements To Conversion Tracking

    Bing announced some new improvements to conversion tracking in Bing Ads aimed at speeding up and simplifying workflow and helping advertisers boost ROI.

    The new stuff is in direct response to feedback from advertisers about Universal Event Tracking, which Bing launched nearly a year ago. People found the workflow for setting up UET and conversion tacking confusing and time consuming, so they’ve decoupled management of UET tags and conversion goals, improved revenue tracking, added inline alerts, and added help popups throughout the user interface.

    “Functionality to manage both UET tags and Conversion Goals was previously embedded in Goals and Conversions page under Shared Library,” says Bing’s Kalyan Nanduru. “There was no way to create a tag without creating a conversion goal or view all the tags created in a centralized manner.”

    “In this release, we have decoupled UET Tag and Conversion goal management into separate pages, UET Tags and Conversion Goals, respectively,” Nanduru adds. “In order to improve discoverability, these two new pages are listed under a new node called Conversion Tracking that has been added to the left menu (at the same level as Shared Library).”

    In terms of improved revenue tracking, advertisers now have more control and insight into options for tracking, like so:

    The alerts appears as reminders of next steps that appear as you go through the workflow.

    To help advertisers improve ROI, they’ve added support for unique conversions. When you create a conversion goal, there will be two options: all and unique. There are also now account level conversion goals.

    Advertisers can now verify if their tags and goals are functional right in the Bing Ads user interface and can now see the number of conversions, revenue, and repeate rate for each conversion goal in the Conversion Goals page.

    Nanduru gets into more detail about all of this as well as a few other new features here.

    Images via Bing

  • Google Talks Conversion Tracking In Hangout

    Google just shared a new Hangout on Air about conversion tracking. Here’s what to expect:

    Join Mairead and the AdWords Team for the first of a two part series on improving your Return on Investment. This week, the team discuss how, and why to use Conversion Tracking and Enhanced Cost Per Click bidding strategy.

    Google is posting all kinds of helpful content to its Google Ads channel, in case you haven’t been paying attention. You might want to hop over there and take a look.

    Image via YouTube

  • Track How Effective Your Online Marketing Efforts are Offline

    Tracking offline conversions has been a challenge for businesses for years. As long as the Internet has been widely used to drive business, tracking online marketing efforts to offline purchases has been no easy feat, but while there is no silver bullet approach, rest assured, there are ways to make it easier.

    For brick and mortar businesses, obviously a large percentage of their conversions take place offline, despite an amplified online presence and rigorous online marketing tactics. As local search continues to sprout new innovations, one can only assume that the web will continue to drive offline purchases better and better. With some consumers going to their smartphones more than their PCs for online shopping research, businesses are seeing more mobile customers who may be more apt to swing by a physical location while they’re on the go.

    KeyRelevance President Christine Churchill once wrote, "Measuring offline conversions and proving on paper that the online marketing triggered the offline conversion is difficult, because you can’t often directly measure the process from start to conversion." Therein lies the problem. Out in San Diego at the Online Marketing Summit this week, WebProNews spoke with Salesforce‘s Global Head of Search, Lauren Vaccarello about this subject.

    Google and comScore once conducted a study, which showed that 63% of consumers who conduct product searches online buy the same items offline. It’s been a while, and that number may have changed by now, but what hasn’t changed is the fact that people are still finding products online and buying them offline.

    At an SMX Advanced conference, she recommended in-store surveys to find out the ways people are arriving at their purchases. In addition, online coupons and offer codes can be tracked offline. At that same conference, Ryan Gibson of the Rimm-Kaufman Group suggested introducing "actions of value" on a site, such as allowing people to order a catalog or sign up for emails.  Specifically, ad-spend, return on ad spend return on investment, and cost per order/acquisition) are all things to consider tracking. Rich Devine, ZAAZ’s director of search also recommended assigning dollar values to things other than the main conversion. 

    When it comes down to it, without a way to track an offline sale, it’s going to be difficult to tell how effective your online marketing efforts are.