The Clicks and Conversions in Pay Per Click Marketing

One of the main objectives of business owners in using pay per click marketing is to get to the top position of the search engine results page. This is so because ranking high in the listing means getting very good chances of being seen by internet users who will eventually click their ads and visit their website. The higher the volume of traffic going to their website, the closer they will be to getting sales.

The keen business owner who puts his money in PPC should learn that there is more to clicks in this kind of advertising. So what is conversion and how helpful can this be in keeping you on budget and in line with your objectives?

Conversion happens when an online surfer visits your website and takes some actions you are expecting him to do. In pay per click, you do not want site visitors to just click on your ad, take a short glimpse of your site and leave without doing anything on the site.

If you have an online store, conversion would simply mean having those site visitors purchase your product or your service or by simply inquiring about your services and filling up an online inquiry form. These are what you expect your site visitors to do.

It should be remembered that the conversion doesn't actually mean that it is a sale. Conversion may have other meanings too, and this will include user activities that may be worth something to the business and to you.

This is where you should think about the relevance of pay per click initiatives to your business, and think about measurable outcomes of these online visits. If this cannot be determined, it may not be worth to invest in pay per click at all.

Since conversion is a very important part of pay per click marketing, it is always advisable to monitor it in your PPC campaign. Search engines offer tools to do this. One example is Google Analytics which will measure the conversions from pay per click sources.

Without any tracking tools, you can still monitor and assess conversions from your pay per click campaign. By using a spreadsheet, you can list the conversions in a day and determine if there has been any increase upon adoption of PPC. If none, then you might need to improve your strategy.

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