Measuring Conversion Rate for an Ad Text

[gan]

I regularly use GAW's ability to measure the Click Through Rate for different Ad Texts within an Ad Group. This is a great way to find out which wording better compels people to click.

But, this doesn't tell you anything about which Ad Text is bring visitors how actually *buy*. For example, an Ad Text reading "Free Widgets. Come Take All You Want" would generate lots of clicks. But, unless I'm going to give them away for free, this would not generate many conversions.

Is there any way to measure which Ad Text gets a better Conversion Rate?

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Gan

[AussieWebmaster]

You need to get a tracking software - then you use the ads as part of the tracking.... each ad is given a number and a keyword insert into the destination url will give you all the info you need.

domain.com?google-adgroup-adnumber&{keyword}

something like the above will help - obviously you adapt this to however your tracking program works and then it can be uniquely tied to conversion.

From there it is a balance of CTR and conversion and CPC. You can work out equations to determine which is the most profitable - though you should work in volume as well as the separate conversion cost.

[losloslos]

So like aussiewebmaster said you need to have some sort of tracking software, so I'll assume that you have that.

Ok, so the tracking code that you use basically becomes part of your landing url. With Adwords you can either set the landing url after the keyword in the keyword interface, or you can place the landing url in the destination url of the ad.

The problem of using the landing url after the keyword is that there is no way of know which ad was used for the keyword or keywords. So in order to know what ad was used you have to set the landing url in the ad. If you have an adgroup with lots of words than you can set the landing url in the ad so that it dynamically inserts the keyword into the landing url and your analytics program and then parce that information so you can then know the word and the ad.

www.yourwebsite.com/?engine=adwordsl&keyword={keyword}+ad1

www.yourwebsite.com/?engine=adwordsl&keyword={keyword}+ad2

www.yourwebsite.com/?engine=adwordsl&keyword={keyword}+ad3

the {keyword} inserts your keyword that triggered the ad


Benefit
This will also allow you to test multiple ads and landing pages for the same or different ads.

Disadvantage
Everytime you change an landing url you lose the ads history.

[AussieWebmaster]

Originally Posted by losloslos

So like aussiewebmaster said you need to have some sort of tracking software, so I'll assume that you have that.

Ok, so the tracking code that you use basically becomes part of your landing url. With Adwords you can either set the landing url after the keyword in the keyword interface, or you can place the landing url in the destination url of the ad.

The problem of using the landing url after the keyword is that there is no way of know which ad was used for the keyword or keywords. So in order to know what ad was used you have to set the landing url in the ad. If you have an adgroup with lots of words than you can set the landing url in the ad so that it dynamically inserts the keyword into the landing url and your analytics program and then parce that information so you can then know the word and the ad.

www.yourwebsite.com/?engine=adwordsl&keyword={keyword}+ad1

www.yourwebsite.com/?engine=adwordsl&keyword={keyword}+ad2

www.yourwebsite.com/?engine=adwordsl&keyword={keyword}+ad3

the {keyword} inserts your keyword that triggered the ad


Benefit
This will also allow you to test multiple ads and landing pages for the same or different ads.

Disadvantage
Everytime you change an landing url you lose the ads history.

Thanks for the detailled example.... hopefully someone takes advantage of this

[Jonathan Mendez]

I know that through multivariate testing using Offermatica's system you can not only test which one of multiple Ads convert the best but you can test and determine what weight each of the four elements of the Ad (title, desc. line 1, desc. line 2, or visible URL) have on the conversion rates.

Pretty cool insight.