Ad Conversion Tracking Finds ROI
Search Engine Journal, Thursday, March 19, 2009 5 PM
Brian Carter gives us a comprehensive introduction to Google Adwords Conversion Tracking, explaining why this tool is important and what insight it can give your campaigns. Carter tells us marketers can't optimize anything until they know that keywords and ad placements are producing a return on investment.
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Don't guess, he says: "Key performance indicators, the metrics to judge failure and success, should be conversion based." "It doesn't matter how cheap your clicks are if you're not getting a return on investment," he said. While Google Analytics provides insight into campaigns, it doesn't offer the ROI and conversion metrics marketers need to make informed decisions, says Carter.
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