In this episode of "PPC Essentials," hosts Brandon Bateman and Garret Cragun delve into the crucial role of conversion tracking in optimizing your PPC strategy. They emphasize the importance of monitoring calls generated from ads, which often yield the highest conversion rates but are frequently overlooked in tracking efforts. The hosts discuss various tools, including Call Tracking Metrics and Call Rail, that help businesses measure the quality of their calls.

The conversation shifts to offline conversion tracking, explaining how unique ID strings for each click can be used to tie actions back to ad performance. By integrating this data into a CRM, businesses can monitor lead progression through various stages and improve their understanding of which keywords and ads drive meaningful actions. They stress that without this insight, Google can't optimize campaigns effectively.

Moreover, the hosts discuss the necessity of capturing data through hidden fields in forms, enabling businesses to track and analyze clicks more comprehensively. They underscore the principle that what you measure improves; therefore, tracking is essential for PPC success. Assigning values to different actions allows for a more nuanced understanding of lead worth, guiding future bidding strategies.

In conclusion, the episode sets the stage for the next discussion on bid strategies and their connection to conversion tracking, emphasizing the foundational role of accurate tracking in driving effective PPC campaigns.

‍