The Most Accurate ROI Tracking In The Marketing World
Adwords is a powerhouse when it comes to tracking. It integrates into Google analytics perfectly, we can set goals, track form fills, time on site, pages visited, demographics and tons of other terrific pieces of actionable, useful data.
In days of old, conversion tracking was an entirely different beast. For instance, if a large corporation had 6 ad campaigns going, it could only track conversion through the use of multiple tracking numbers to determine from which campaign a call came. This really is way too little data. It makes it really hard to know which ads are most effective, from what channels your sales come, it does not tell you how to adjust nearly as much as you would like.
Examples Of Using This Data Productively
Lets say we run a display ad campaign, selling golf clubs. Lets say we run it so it shows on 20 different publications related to golf in some way. Now, of course we can determine how many clicks, and what percentage go to a sale or contact. But we can do so much more now. We can run 20 different display ads, and clearly see which produces best. We can discover good sales, for instance, with young people, and target ads on the publication which drives those to those young people. We can find that sales are happening best on mobile, and make mobile improvements to reinforce that.
We can even use solid data to know for sure what changes are effective, and which are not. We can find time of day that it is best to serve. We can identify locations where those conversion happen at a higher rate, and serve more ads there. The possibilities are limited only by the imagination of your marketing team.