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Google AdWords 广告跟电视广告这类型的传统广告比较起来,其中一个优势在于在线追踪转化成交的能力,AdWords 广告主可以实时收到自己的广告活动表现的回馈。每个投资在 AdWords 广告的广告主,都应该确实的追踪转换。追踪转换可以帮助广告主:了解哪些操作是成功的,哪些是失败的。了解整体的广告投资回报率。提供对于广告目标对象行为的洞察。day3:使用附加信息增强广告效果 day2:撰写高度相关的广告语 day1:查看实际搜索词报告

通过 AdWords 投放广告,广告主有三个追踪转换的方式:
AdWords Conversion Tracking 设置转化跟踪 – 使用这个方式,你必须先将追踪码安装在确认的页面上(如订购确认页或是联络窗体信息确认页),每当这个页面被浏览,就会有一次的转换回报给系统。AdWords 转换追踪码也可以经过客制化,将电子商务订单营收或是顾客来电数量传回系统。这样,您还可以了解哪些关键字、广告、广告组和广告系列有利于您的业务,从而更加明智地进行投资并提高投资回报率。
导入 Google Analytics 的目标或交易数量 – 将Google Analytics(分析)目标和交易导入AdWords转化跟踪,如果你的 Google Analytics 帐户内已经设定好目标或是电子商务追踪,你可以将目标达成数或是交易数量汇入 AdWords 并视为转换数量。对于已经在使用Google Analytics Event Tracking 事件追踪 或 设定其他目标类型的客户来说,这个方式可以满足广告主本身的需求。
使用第三方分析系统来追踪 – 如果你目前使用其他第三方的网站分析系统,你可以直接与该系统联系取得支持与说明文件,依照这些信息来决定如何追踪 AdWords 广告成效。通常相关的工作包含在链接网址加上追踪的参数、以及在网站上布署追踪代码。【翻译的不好,应该是:通常我们需要将追踪参数添加目标URL或者在网站上添加代码,效果因不同的人而异】

建议:再次重申,每个 AdWords 的广告主都应该追踪转换,但是选择哪些方式去追踪,则是要视自己对于转换的定义、你能动用的技术资源、以及你希望看到数据报表如何呈现。我会建议无论如何在以上三种推荐方式中,至少要在 AdWords 转换追踪 与 汇入 Google Analytics 的目标或交易数量 两者之间选用其一。这么做除了可以让你在 AdWords 帐户内看到绩效数据,而且还让你有机会使用增强型出价方式 例如 conversion optimizer 转换优化工具 以及灵活出价策略

灵活出价策略类型30 AdWords Tips in 30 Days – Day #4 – Track Conversions

When advertising via AdWords, there are three main ways advertisers can setup Conversion Tracking -Tip #4 – Track Conversions
Any advertiser who invests in AdWords advertising should always track their Conversions.  Tracking Conversions helps advertisers:

Know what’s working/not working
Understand their overall ROI  -and-
It gives them insights into behavior of their target audience.

AdWords Conversion Tracking – AdWords Conversion Tracking works by placing a pixel on a confirmation page (such as a purchase or contact us form); every time that page loads, a Conversion is reported in AdWords.  The AdWords Conversion Tracking Code can even be customized to report revenue from an eCommerce transaction and/or calls to your business from mobile devices.
Importing Google Analytics Goals and Transactions – If you’ve already setup Goals and eCommerce Tracking in Google Analytics, you can import your Goals and Transactions into AdWords and have them reported as Conversions.  Importing Google Analytics Goals is great for advertisers who useEvent Tracking or other custom Goals that you’ve setup inside of Google Analytics.
Third Party Analytics Tracking – If you’re using a third party web analytics tracking program, you can consult with their support and help documentation to determine how to track AdWords traffic in the respective program.  Typically this will require you to add Tracking Parameters to your Destination URLs, and add code/pixels to your site.  Setup and implementation will vary by provider.

Recommendation
Again, you should always track your Conversions for your AdWords Campaigns, but the program you use to track Conversions will vary depending on your Conversions, your technical resources, and how you want to see data reported.
If it works for your Goals, I always recommend at least implementing AdWords Conversion Tracking or Importing Google Analytics Goals.  Having one of those two methods setup will allow you to see performance data inside of your AdWords Account, and give you the opportunity to use bid enhancements such as Conversion Optimizer and AdWords Flexible Bid Strategies.