Search Ad Conversion Tracking

Full Conversion Tracking Coverage Is a Critical Success Factor

The majority of search campaigns that we rebuild initially do not have accurate search ad conversion tracking in place. In the era of automated bidding, full tracking coverage for all types of conversions is crucial to each search campaign’s success.

There is a reason for this: conversion tracking can be difficult to implement and test. At Blastoff Advertising, we go to great lengths to set up search ad conversion tracking with 100% coverage of all conversion events.

We spider your website to locate exposed email addresses, as they are conversion tracking leaks. We set up call conversion tracking if it is not already present. Because conversion tracking is so crucial, we go to whatever lengths are necessary to achieve 100% conversion tracking coverage.

Whether the events being tracked are form submissions, phone calls, or other conversion events, in the aggregate, they are all likely to lead to leads and transactions.

Conversion Tracking Metadata Drives Automated Bidding

The obvious reason for having accurate PPC campaign conversion tracking is that you will not know what the performance of the campaign is without it. So it allows us to see how successful the campaign is. But that is not the most important reason for it.

Even more importantly, and less obviously, the tracking information sends metadata associated with each conversion back into the automated bidding, or machine learning, subsystem within the search platform.

Machine learning operating with 100% conversion tracking coverage can take campaigns to new levels of performance. It also reduces account management time that would otherwise be spent manually adjusting bids to respond to changes in auctions.