I am starting an adwords campaigns and I will measure conversion rates using the Adwords conversion tracking pixel.

Conversion might be account creation or a concrete sale.

As it will be a test campaign to have some insights on CTR, CR, etc... on the future, I am likely to try several configurations.

• two differents ads with different landing URL and messages : one with a focus on the product / the other will contains a discount embedded in the URL
• 4 differents groups/thematics of keywords

I guess I have to

• build 4 ads groups based on the keywords

• 2 ads with the different messages

• assign the two ads to each ads groups

• follow the campaign precisely in the ads tabs where I can see the effectiveness of each Ads per Ads Groups (for a total of 8 lines of reporting)

Am I right ?

Also, what are the KPI I can have from an adwords campaign tu measure global effectiveness?

• measure of ROI from concrete sales (tracking pixel with e-commerce tag on confirmation page)

• measure of ROI from leads acquisition (tracking pixel on account creation)

• measure of traffic increase with the campaign

Thanks a lot.