Conversion Tracking

Both Yahoo and Google offer advertising throughout their search engines and partner networks.  But a good ad program needs good tracking, much deeper than just viewer numbers Neilson provided for television ads.  The most telling measure is Conversion Tracking – counting people who actually accept an offer (buy something.)

Google Adwords and Yahoo Search Engine Marketing

Large search engines, and web site networks such as Google and Yahoo generate a lot of impressions – the number of people who view content.   Search engines began with simple ad programs, selling keyword ads with basic tracking – views, and clicks.   But the Internet became more competitive, and advertisers demanded more.Yahoo and Google met these demands with more fully featured advertising brands .  For Google it’s Google Adwords and for Yahoo it’s Yahoo Search Engine Marketing.  Yahoo and Google generate even more revenue , both for themselves and for partner web sites, through these more focused and powerful advertising programs.

Google Adwords and Yahoo Search Engine Marketing both give advertisers complete control over ads – placement, keywords, cost, and many other elements.

But conversion tracking is the most important element.

Why Conversion Tracking

Advertisers track impressions, how many people see an ad; they track click through, how many people click on an ad; but most importantly they track conversions, how many people do something, accept an offer, or buy something.

Advertisers improve ads through tracking.  If an ad isn’t generating clicks, they drop it, if an ad generates clicks they determine the popular elements, and focus on those for future ads.

Conversion tracking directly pinpoints success beyond just the ad or keyword purchase.  If an ad attracts clicks but people don’t buy once they reach the page, the advertiser knows:

  •  Offer and conversion don’t match  – the ad promises something that doesn’t exist once people reach the page.
  • Conversion page doesn’t work – the ad works, but the conversion page lacks something such as easy checkout or a clear call to action.

How it Works

Conversion tracking is a simple process:

  • Advertiser places conversion tracking code on the pages they track.
  • The system places a cookie on the device (computer or hand held) when a user clicks an ad.
  • Google or Yahoo record a successful conversion when the cookie records reaching the web page.

Example:

Ryan tracks guitar sales with conversion tracking – he places the code on the order confirmation page.  When users complete a purchase, Ryan’s system delivers the order confirmation page, Yahoo or Google connect the cookie to the conversion code, and they record a conversion.  Now Ryan knows exactly how many people completed purchases after they clicked an ad.

Conclusion

Google and Yahoo both offer a lot of important advertising elements through their branded advertising systems – Google Adwords and Yahoo Search Engine Marketing.  Conversion Tracking completes the tracking picture – with it advertisers measure a real dollar ratio between advertising costs and associated sales.