Conversion is, generally speaking the goal of a PPC campaign. A conversion is a lead in the form of an email sent to the client. Conversions are harder to track and require special tracking code to be installed on the website. This tracking code only tracks people who use the contact forms, and have their cookies enabled. This tracking code is installed on the thank you page (this page only appears after a contact form has been filled out).

Because not all clients are concerned about receiving emails, and are sometimes more concerned about traffic and branding conversions are not the only goal of a PPC campaign. However, because the majority of clients are looking to increase their business, it is important to discuss the basics about conversions. Conversions can add an additional layer of information about how your campaign is performing. Conversions like clicks and impressions can and do fluctuate from one month to another, but the goal is to keep a steady flow of incoming conversions over the course of the accounts life.

Terms and Functions:

• Conversion Rate - Your conversion rate is the number of conversions divided by the number of ad clicks. Conversions are only counted on Google and some of our Google Network partners. Using Website Optimizer, you’ll be trying to increase your conversion rate and therefore improve your return on investment.

• Cost / Conversion - The total cost divided by the total number of transactions. This statistic gives you the average amount spent per transaction. Transactions are counted only for conversions from Google and some of Google Network partners. The cost-per-transaction is adjusted to reflect only the cost of ad clicks on which we can track conversions.

Because of the nature of PPC and the ability to send a user directly to the most relevant page on the website (something you can do only with PPC), this allows for the opportunity to increase conversions on the website significantly. Depending on the client and the typical income they receive from one client, there are situations where one conversion at the cost of $200 is worth- while to the client. The balancing act with conversions that a PPC campaign must maintain is to get as many conversions as possible while trying to maintain the cost at an affordable price.