In one of our most recent posts, we delved into the effectiveness of Google Ads for jewelry stores when it comes to reaching more customers online. If you’re currently running PPC campaigns with Google for your jewelry store’s website, then congratulations, you’re on your way to increasing jewelry sales and awareness of your business.
With that being said, one of the biggest snags jewelers will hit in the process of running Google Ads efficiently, is conversions. Knowing what type of metrics to track can be tricky and can depend heavily on your business specifically. However, conversions are paramount to knowing what campaigns are working and which ones to move on from.
After all, the entire purpose of running Google A d campaigns for jewelry stores is to figure out what your target audience is gravitating toward the most -- whether it be a product or jewelry repair service -- so you can effectively promote this to capitalize on your customer’s needs.
Thankfully, being digital marketing experts, we here at GemFind have compiled a conversions checklist to help jewelers know what metrics to track while running Google Ads.
If you have an ecommerce website, tracking sales is a no-brainer. You likely already do this through Google Analytics, however, you should connect your Analytics account to Google Ads in order to attribute specific sales to your campaigns.
It’s important to note, though, that sales are not the end-all-be-all when it comes to conversions; especially in the jewelry industry. With most jewelry being such a big investment, it tends to be a much longer purchasing process for consumers. This is why you should provide value to website visitors immediately in order to get them into a sales funnel that can be implemented over a period of time. You can learn all about sales funnels by reading one of our latest blog posts.
Tracking Contact Form Submissions
We always recommend placing a contact form on any landing pages that you create for your ad campaigns. These forms can simply be for users to learn more about your products or as a way to schedule a showroom appointment.
Additionally, you can have a form that is a bit more complex with specific questions such as “What product(s) are you interested in?” or “What is your budget?”. Whatever the case may be, whenever a user submits their contact information, this should be tracked as a conversion.
Tracking Phone Calls
Similar to contact forms, having a click-to-call button with your store’s phone number is an important feature for any landing page to have. Typically, users will call to schedule an appointment to see a specific piece such as an engagement ring. These phone calls can be tracked within Google Ads to give you insight into what campaigns are generating the most calls.
While phone calls from your landing page can be tracked, you should also consider tracking calls from an ad extension (known as a call out extension). This will place your phone number underneath your search ad on Google. Users can click this and connect directly on their mobile devices.
Tracking Specific Page Views
If your landing page contains links to additional internal pages on your website, you may find it useful to track these page views through Google Ads. For example, if your landing page displays products with a “Buy Now” or “Learn More” button, the user will then be taken to that product’s page.
Another example would be tracking visits to your location or contact page directly from your ad campaign’s landing page. All of these actions show the user is interested in learning more, which is an important metric to prove a campaign’s effectiveness.
Additional Conversions You Can Track
While the Google Ads conversions listed above are the most commonly tracked by jewelers, there are a variety of other metrics you can focus on as well. These include tracking:
- Clicks on specific buttons such as an “Add to Cart” button
- Time spent on a specific page
- Clicks on external links
- Views of an embedded video
As you can see, there are plenty of options when it comes to what conversions to track for your Google Ads. If you’re not yet running Google Ads, and need help getting started, contact us at GemFind today!
Contact us today to get started. 800-373-4373
Google Ads Conversions Infographic: