One of the main objectives of business owners in using pay per click marketing is to get to the top position of the search engine results page. This is so because ranking high in the listing means getting very good chances of being seen by internet users who will eventually click their ads and visit their website. The higher the volume of traffic going to their website, the closer they will be to getting sales.

Pay per click is not just about generating traffic to your site. If you are keen enough, you should be able to see that pay per click is more than just the clicks and the site traffic. Conversion of these clicks and this website traffic is one thing that should also greatly considered when doing pay per click.

Conversion happens when an online surfer visits your website and takes some actions you are expecting him to do. In pay per click, you do not want site visitors to just click on your ad, take a short glimpse of your site and leave without doing anything on the site.

Conversion takes place when a site visitor purchases any product or service, downloads a service, or inquires about the product by filling up an online form. These are actually actions from site visitors that you want them to do in your website.

Conversion does not always mean having a sale of your product. It could also mean making the site visitors do something on your site that is considered valuable to your business.

And along this line, it is suggested to the publisher to rethink the relationship of his business to PPC initiatives. If the publisher cannot think of any measureable and useful outcome for the users’ visits to the site, then PPC is not worth investing into.

Since conversion is an important aspect of marketing under pay per click, it is recommended that you track conversion. The good news is that major search engines do provide tracking tools. Google Analytics is one, and this is worth using. This tool will allow you to measure the conversions coming from pay per click sources.

If a tracking tool is not available, then you can always do it personally using a spreadsheet. You can track the conversions total per day. Was there an increase in conversions right after the pay per click marketing campaign was adopted? If there was no increase, then time to shift to another strategy.