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Plastic Surgery Studios contributed an article in the Aesthetic Society News Fall 2021 edition (page 53). In this article, we explore how to use conversion tracking to measure success and optimize your Google Ads.
How Do Google Ads Work?
A Google Ad is a type of pay-per-click (PPC) advertising. Your ad shows up on Google’s search results page and their partner sites when people search for your designated keywords in your target location. You only pay if a user clicks on your ad, which will take them to your preferred landing page.
A Main Goal of Your Ad Is Getting Users to Convert
From here, the goal is for them to convert by taking an action that is valuable to your business, such as filling out a contact form, calling the number on your landing page, or signing up for a newsletter. These conversions are beneficial for your practice because they mean a potential increase in business.
But how do you know which combination of keywords, headlines, and ad copy will get your campaign the most conversions? That’s where conversion tracking comes into play.
Conversion Tracking for Measuring Success
Google Ads has a free tool for tracking conversions and calculating the value of each conversion type. This allows you to use the most effective ads and keywords that achieve the most valuable user activity and highest return on your investment.
You can then adjust your ad strategies as needed to optimize their performance.
Which Conversion Types Can I Track in Google Ads?
Tracking the different types of conversions and assigning them values can help you understand the ways people interact with your ads and the value of your ads.
- Website conversions: when a user takes a desired action on your website, such as filling out a contact form or making a purchase
- Phone calls: when a user calls the number on the ad or a number on your landing page
- Import: when a user action that started online finishes offline, such as if a user fills out your consultation form and then schedules a procedure after the consultation
- Local: user interactions with an ad that’s specific to your practice location
- App: user installations and in-app interactions
Analyzing Your Conversion Data Report
Google Ads then compiles this data into a report. You can measure the number of clicks that result in conversions (conversion rate), your total conversion value, your conversion values per cost and per click, and more.
Conversion tracking in Google Ads allows you to make sure your ads generate enough value for your business to account for the money spent. It also helps you adjust your budget, ad content, and keywords to get the highest return on investment.
Want to Learn More About Google Ads and Conversion Tracking?
Our PPC and SEM experts can help design an optimized Google Ads campaign strategy to grow your plastic surgery practice.