A guest post from Pauline Jakober, CEO of Group Twenty Seven.
You might be surprised at how many businesses are running Web marketing campaigns without measuring what matters — or measuring at all. In the pay-per-click (PPC) world, we often see advertisers who don’t take the time to track beyond the initial click. In fact, many B2B advertisers don’t even realize they can measure certain conversion points via Google AdWords after a person lands on their site.
B2B conversion points for paid search campaigns typically include actions such as downloads, demo signups, webinar signups and beyond. Whereas a product purchase on a commerce site is instant, an informational giveaway may be just what B2Bs and their prospects need to move the sales cycle from research to buy over time.
So in this post, I’m going to share with you a simple way to gain access to tracking those conversions that are key to your B2B business, even if they don’t result in an immediate sale.
A Tip Before We Start . . .
Before we get started, let’s make sure we’re on the same page – literally. Because the number one problem I typically find when people attempt to measure a B2B conversion action is the tracking code is installed on the wrong Web page.
If you’re measuring how many people downloaded your white paper, for example, you won’t know if the user actually took the action if the tracking code is on the landing page – the page that users are landing on from your paid search ad.
That’s why you must have a dedicated thank-you page for the AdWords tracking code to work. So that’s two pages: one for the download, and one that pops up after the person downloads the content. The thank-you page is where the code is installed.
(And remember, you can customize the thank-you page to move your audience to another action, such as connecting with you on social media.)
Start Tracking B2B Conversions
Ready to find out how to start tracking your B2B conversion points in AdWords? First, go to your AdWords dashboard. Within your account, go to Tools and Analysis > Conversions:
Here, you’ll see this advertiser has a conversion element called “request a quote.” When you add a new conversion to track, you name it for internal purposes.
So click the + sign to add a conversion and name it. We’re going to call this one “request a demo.” Decide what type of conversion is being tracked next. For this, we know it’s going to be related to a Web page, so we select that option from the drop-down menu.
Save and continue to the next step, which is deciding what type of conversion it is. In this case, it’s a lead. Remember, this is an internal memo, so you choose the category that suits your scenario. It won’t change the data.
Next, let’s look at the conversion value. This is optional, but you can put a monetary value on it. For B2B conversions like a demo, it can be challenging to assign a value, so we typically leave it blank unless the B2B advertiser has a specific number.
Next, you can opt to allow the tracking indicator, which lets users know their action is being tracked by the business online. Google recommends this, and we consider it good etiquette, so we typically select this option.
Click save and you’re done with setup!
Next step is extracting and installing the tracking code. The page you land on after you save will give you two options for copying the code. One option is to copy it yourself, and another is to email it to someone on your team to do it.
Here’s what it looks like if you’re going to copy and paste yourself (right click to copy from the screen):
Here’s what the email will look like if you send it to someone. That person can copy the code right from the email:
Google gives tips on where to place the code on the Web page, here. Keep in mind, once you’ve added the conversion code, it can take up to 24 hours before the data begins populating in AdWords.
And there you have it! I hope this post lends ideas for tracking all the great conversions points you already have on your site, or new ideas for B2B paid search campaigns that drive people to communicate and learn from your brand. Happy tracking.
Thanks, Pauline! For more PPC tips from Group Twenty Seven, you can subscribe to their monthly newsletter: http://grouptwentyseven.com/ppc-newsletter