What are Ad Conversions?
Ad conversions are transactions or customers gained on your website via ads. When a customer clicks onto your site from either a website banner ad, social media ad, or pay-per-click (PPC) listing, and then completes a transaction for goods or services, this is considered an ad conversion. Depending on the initiative, your company may consider other conversions in this category as well. For example, if you are looking to improve your blog subscribership, and you bring in new subscribers via paid advertising, you may also consider these ad conversions.
Ad Conversions vs Organic Conversions
Ad conversions represent a metric that proves (or disproves) the efficacy of your advertising campaigns. Generally, if you are targeting the right keywords and the right audience, your ads will result in more conversions. This can help you put more money behind the campaign, or find new ways to engage your target audience if your campaign fails to convert. In contrast, organic conversions occur when a visitor finds their way to your site either via an organic search engine result page (SERP) or via social media (not a social ad). For SERP rankings, it means you have done something right from an SEO perspective to have your page organically rank high. On the social media side of things, you may have created a piece of content that resonates with people and has high shareability, thus bringing in more non-paid traffic. Comparing your ad conversions and your organic conversions can help you spend time and resources on the right initiatives.