Tags: SEO, conversions, Lead Generation, advertising, Digital Advertising, Digital Strategy, digital campaign management, ad spend, ad waste, Google Advertising, LinkedIn advertising, conversion tracking, goal setting, ad budget, Google Analytics
By Ryan Nicholson
Apr 02, 2020
George Harrison once wrote, "If you don't know where you're going, any road'll take you there." Goal setting and conversion tracking are essential for building ad campaigns that know where they're going.
To optimally manage advertising, it’s important to track which ad variations, keywords, audience segments, etc., lead to conversions. When you know this information, you can turn off or adjust low-performing copy or keywords, bid more aggressively on audience segments, and even manage your ad budget toward a projected result.
When you don’t have goals set up in tools such as Google Analytics, or some other kind of conversion tracking, then this is difficult if not impossible.
For the purposes of this article, we'll walk you through a relatively simple process for setting up goals for Google Ads and LinkedIn Advertising.
Website goals are some kind of ultimate action you want visitors to take that equates to a successful visit. Primarily, people look at form submissions on a website as a successful conversion.
Tools like HubSpot typically have dashboards that automatically bring in conversion data for forms and landing pages, but this can be done for free with platforms like Google Analytics.
This can be triggered by many kinds of visitor activity on a site or page:
Often people speak of these as "conversions" and "micro conversions," with micro conversions being leading indicators that a visitor will take a more important conversion action (like a form fill).
We recommend setting up destination goals with a funnel. To do this, you'll need thank you pages. Here's a rundown of a quick set up:
Once you have goals set up in Analytics, you're just a few steps from importing selected Google Analytics goals into Google Advertising.
Setting up conversion tracking in Google Ads will help you have a better understanding of which campaigns, ad groups, keywords, and ad variations are leading to conversions. This can lead to significantly better results if you're actively working to optimize for these factors.
LinkedIn ads tracking all revolves around the LinkedIn Insight Tag. The tag is a lightweight piece of Javascript that you add to your website. It not only allows for conversion tracking, but also allows you to set up LinkedIn Website Demographics and LinkedIn Website Retargeting.
To install the LinkedIn Insight Tag:Once you follow the instructions for installing the Insight Tag, you will be able to see if the tag is active by going back to Account Assets-->Insight Tag. It will show you all of the sites where the tag is sending a signal from.
Once you confirm that it is firing from your website, you can now set up conversion tracking. The most simple way to do this is:
Once this is set up, you'll be able to track your LinkedIn ad conversions by campaign, audience segment, ad variation, etc. A big advantage of setting this up is that it will let you have greater insight into which ads, segments, or campaigns are leading to the lowest-cost conversions.
In a recent survey that TSL Marketing conducted, we found that 71% of marketers feel that their digital advertising fails to meet expectations. Optimizing for conversions goes a long way to helping you achieve your advertising goals.
If you find that your ads aren't measuring up, then reach out to us. We're currently offering a Digital Advertising Waste assessment. We'll take a look at your ad accounts and give you feedback on potential ad waste and areas of optimization.
Tags: SEO, conversions, Lead Generation, advertising, Digital Advertising, Digital Strategy, digital campaign management, ad spend, ad waste, Google Advertising, LinkedIn advertising, conversion tracking, goal setting, ad budget, Google Analytics
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