Is Your SEM Delivering Results? Conversion Rate Tells the Tale

At Yellow Pages, we believe that advertising should yield tangible results for your business. That’s why we are always looking to ensure we are accurately tracking the performance of our campaigns. Be it form submissions or phone calls, we strive to track conversions that are meaningful for your business.

Our Expert Answers: What Is the Conversion Rate and Why Does It Matter?

"We believe that advertising should yield tangible results for your business. That is why we are always looking to ad ways to track the performance generated by our campaigns. Be it form submissions or phone calls, we attempt to track conversions that would be meaningful for your business.

One of the ways we track if we are generating strong performance for your business would be to look at the conversion rate. Trends over time, or for differences between products and services, can all help shape or influence how we optimize your search campaigns. After all, our goal is to generate quality clients for your business."

Is Your Ad Yielding the Right Results? The Conversion Rate Tells a Tale!

When it comes to search engine marketing (SEM), clicks are only part of the equation. What really counts is what happens after someone clicks your ad. That’s where your conversion rate comes in, and it’s one of the most important indicators of whether your advertising is delivering real value.

What Is Conversion Rate?

The conversion rate is the percentage of people who take a desired action after clicking on your ad. That action could be:

• filling out a contact form

• calling your business

• booking an appointment

• making a purchase

Why Conversion Rate Matters

Yellow Pages believes that advertising should produce tangible, measurable results. That’s why we go beyond basic metrics and actively track conversions that are meaningful to your goals.

A high conversion rate means your ad is:

• reaching the right audience

• offering the right message

• leading to valuable customer actions

it also helps us:

• spot trends over time

• compare the performance of difference products and services

• adjust targeting and ad creative to boost results

Using Conversion Data to Improve Campaigns

Our team of SEM experts uses conversion rate data to fine-tune your campaigns, ensuring your ad dollars are spent where they’ll have the most impact. From refining keywords and testing new ad copy to adjusting your call-to-action, we use conversion rate insights to focus on quality over quantity.

More Than Clicks: We're Here for Real Results

At Yellow Pages, our goal isn’t just to get traffic, it’s to help you earn more business. Monitoring your conversion rate allows us to do exactly that: measure what matters and continually improve performance to generate quality clients for your business.

Discover Search Engine Marketing

About Cheryl

Cheryl celebrated her 18 years of service with Yellow Pages in 2024. Starting with the Operations team as a Business Services Manager in 2006, she quickly made an impact within the organization and took on a Senior Sales Manager role only 2 short years after joining the company.

Since 2008, Cheryl has helped small and medium businesses across Canada enhance their presence online with exemplary leadership for her sales teams, all while developing and deploying go-to-market training for Yellow Pages' nationwide sales force.

She has a Bachelor of Commerce degree with a concentration in Marketing from Memorial University of Newfoundland and currently resides in Airdrie, AB.