Problem:
Fall in conversion rate despite stable site traffic.
Background:
Any advertiser who dedicatedly work and track on adwords, deal on a daily basis as to how a search ad or a display ad is going to be, what title and description it would need to get maximum clicks. This task has two equally responsible parts: creating ads and tracking their performance.
While creating ads there are the some fields that are needed to be precise, eye-catchy and click- worthy to your audience. It also includes some fields where the advertiser needs to measure the performance of the running ad. The advertisers use these tracking parameters as a sign to know the source, number of visitors and conversion rates.
The screenshot below showing those fields:
The Case:
While creating a search ad, in the option of ‘Final URL’ you need to mention the destination where you want your visitor to land and then pursue the desired action like watch a video, fill a form, submit enquiries, make a purchase, etc. Below this, there is a ‘Tracking Template’ which is mostly for testing purposes and often considered unimportant when an ad is being created.
We thought the same. Until we started facing issues in conversion rates, while the site traffic wasn’t much affected. After a thorough testing and ensuring that everything is in place, we discovered that the ‘tracking template’ was leading to altogether a different page even though the ‘Final URL’ had the correct URL of the page that was intended in the first place.form
It’s resolution took time to detect this minute ignorance, simply because the demo and the actual ad appeared unaffected to us, the advertiser. While to a visitor it was a complete misleading URL. In short, the ad was getting clicks and all the right attention but not any conversions!
Where it landed
Where it was intended to land
The Case:
While creating a search ad, in the option of ‘Final URL’ you need to mention the destination where you want your visitor to land and then pursue the desired action like watch a video, fill a form, submit enquiries, make a purchase, etc. Below this, there is a ‘Tracking Template’ which is mostly for testing purposes and often considered unimportant when an ad is being created.
We thought the same. Until we started facing issues in conversion rates, while the site traffic wasn’t much affected. After a thorough testing and ensuring that everything is in place, we discovered that the ‘tracking template’ was leading to altogether a different page even though the ‘Final URL’ had the correct URL of the page that was intended in the first place.form
It’s resolution took time to detect this minute ignorance, simply because the demo and the actual ad appeared unaffected to us, the advertiser. While to a visitor it was a complete misleading URL. In short, the ad was getting clicks and all the right attention but not any conversions!