One of the most common goals among business owners is to drive sales and generate leads. This often means running direct-response campaigns that encourage customers to pursue a specific action — such as buying a product or signing up for a newsletter. These campaigns are also called traffic-generating campaigns or lead-generating campaigns, and there are some best practices to keep in mind when setting them up in AdWords.
How to measure effectiveness
You can measure a few things to see if your campaign is successful. The first step is to start keeping track of your conversions with a free tool called Conversion Tracking. Once you’ve set that up, you’ll be able to keep an eye on some important metrics, including number of conversions, cost per conversion, and conversion rate, as well as keyword conversion data and data on landing pages.