The term conversion in marketing is an “action that occurs when a visitor to your website completes a desired goal, such as filling out a form or making a purchase.” For example, companies like Ford Motors set goals in their analytics for form fills, calls, VBRs, page views and page sessions. Since most consumers who view a vehicle will not automatically purchase the vehicle, Ford sets up these conversions, so that their team can then reach out to the client to complete the conversion through email, phone, or in person viewings. I have been working handling campaigns with Ford for about a year now and their main goal is to drive potential clients to the site and complete one of their conversion goals. The website is set up just like most of their competitors, as this is best practice. In our SEM account I have set up the campaigns to where each individual campaign is sent to a landing page specific to the vehicle, I associated with the campaign ,and not just to the VBR page. For example, Mustang and Explorer have separate campaigns. From the ad, customers who click on the ad , to the site, will be directed to the inventory page with nothing but mustangs or Explorers depending on the ad clicked. On those landing pages you will see content about each vehicle with prices, apr, ect and the CTA. PPC is one of the main drives to the website including assistant conversions and touch points from Dynamic social and display. As stated in the Stukent reading, the landing page potential buyers are directed to would be multi product pages, although all of the products are the same.
What is a conversion. (n.d.). Retrieved September 09, 2020, from https://www.wordstream.com/conversion
Larson, & Draper. (2020, May). Web Design – Langing Pages. Https://Edify.Stukent.Com. https://edify.stukent.com/app/publication/d801ea3f…
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