While conversion tracking is an important facet of PPC management, there are times wherein you are taken away from your conversion data. Like for example, a website has revamped the codes.

But with a lack of conversion tracking, you still need to manage and work on the PPC campaigns.

1) Utilize a Data Source as Backup:

Should you be fortunate, to add to the native PPC conversion you have to think of another way.

Google Analytics would be something to consider. You will not just get comprehensive dataacross the whole website, but making goals for conversions would be effective and good. You should acknowledge that you are able to import Analytics goals for Adwords.

But what happens if you are not able to get a backup?

2) Put the Focus on Core Metrics:

For lack of data in conversion, PPC management has to be very focused on core PPC metrics. You need to get the management back to basics. You have to create a strategy that focuses on CPC, click through rate plus quality score.

Have the opportunity to put optimization in the campaigns. Make the keywords into very tight ad groups to create very relevant ads. The CTR will then be increased.

You need to ensure that you direct the ads to the landing page that is most relevant landing page, notably one that has keywords targeted. This together with CTR increase will do wonders for the quality score.

But what will occur when quality score will rise? CPC will eventually go down. While these are basics of PPC, it would be easy to disregard stuff when one would be very deep in managing up to big conversion goals. You should acquire a data-less chance for improvement of CTR quality score foundation for accounts.

3) Improvement of the Quality of Traffic:

What could you turn to not having conversion data? You could do an improvement for traffic qualityfor search display.

In the presence of the search campaigns, you should do search query reports. You should go about the queries and locate negative keywords. Taking out the queries that are irrelevant would keep money plus give support to efforts for CTR improvements.  What you could get from the activity would be getting positive queries that you could make into new keywords plus ad groups.

For every display campaign, one should put in performance reports. Select sites that would be obviously relevant to the product or the service and take them out. Since you do not possess conversion data, the process could be deceivingly easy, taking up more time when you check site-by-site.

Finally the result would be similar as negative keywords, which would save money and improving CTR.

It is our deep hope that any loss from the PPC conversion tracking would short term affair, one wherein you and the accounts to come back from quickly. However even if it would not be, there would be a lot you can perform to go on to develop the accounts.

Try to make use of backup data if you could. Try to center on the core metrics plus the improvement of the quality of traffic.  Once conversion tracking would be back up, accounts will improve.

Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“. He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.