Conversion[ Edited ]
Could you share the URL of the website you are directing people to? If people are clicking on your ad but not converting when they get to your site, it could be because of a number of factors. If I could see the site, I can provide some recommendations.
Re: Conversion[ Edited ]
August 2013 - last edited August 2013
It is possible that you have lots of clicks without any conversion. I suggest first you setup your conversion tracking.
As I have seen you have a eCommerce website so you can track your all conversion data through Analytics by eCommerce setting in to Analytics.
To enhance conversion you can use following thing with your Adwords campaign.
1- Use keywords in proper way, make ads according to keywords and use some keywords with your Landing page, so that relevancy can increase.
2- You can use Ad extension like, sitelink extensions, call extension, product extension etc.
3- Schedule you ads as per more traffic time.
4- You can use enhance CPC (ECPC) for better conversion ratio.
Yes it is based on a code generated through Adwords. Analytics has a separate tracking system while Adwords has different.
There is different-2 conversion in a single Adwords account like call conversion, lead, shopping.
You can get all information about Adwords tracking system here -
How to setup conversion tracking -
Conversion 1 per click- Means a single conversion from any ad with in 30 days. For ex. if user 'A' click on your ad and fill the form from your landing page, Adwords will count it as a conversion. Now if user 'A' again click on your ad copy and fill form again then Adwords will not count it as a conversion. This is conversion 1 per click.
Conversion Many per click- Means multiple converiosn from your every ad copy click with in 30 days. For ex. if user 'A' click on your ad and fill the form from your landing page, Adwords will count it as a converison. Now if user 'A' again click on your ad copy and fill the form 3 times with in 30 days then Adwords counts total 4 converison. This is Many per click conversion.
Conversion 1 per click is good when you want to track lead, from filling data etc.
Conversion many per click is good when you want to track your ecommerce converison where a single user purchase multiple items with in 30 days.
For more check this link - https://support.google.com/adwords/answer/6365?hl=en