How to Use Analytics Tools to Optimize
Your PPC Campaigns
Can you imagine running your internet marketing campaigns without web analytics?
Probably not. Web analytics is one of the most scientific tools in the arsenal of online
marketers and is crucial in depicting what happens behind the scenes in empirical
and numerical representations. Not having access to the analytic tools provide will
keep marketers in the dark and will force them to resort to guessing what needs to
be done to improve their campaigns.
One of the quintessential functions of web analytics is to optimize PPC advertising
services. They provide a fertile mine of information that pay per click management
service professionals can use to bring their ad campaigns to the next level.
Maximizing Site Search Data
Site search gives marketers a bird’s eye view of how internet users perform on-site
searches. Having access to this information can definitely improve PPC advertising
services by leaps and bounds.
First, site search will show which irrelevant terms visitors are using on their queries
which are not related at all to your business. Naturally, internet users will be
disappointed if they don’t find the information they are looking for in your site. But
how did they get to your site in the first place? This is where negative keywords
come into play. By looking at site search data, you can see keywords being used
which is not related to your brand or organization and you can add these as negative
keywords in your ad campaigns.
The second role of site search data in pay per click management service is in terms of
landing page optimization. The landing page is one of the cornerstones of PPC and
being able to dig deep into your site search information at this level will prove to be
very beneficial in terms of knowing how visitors are behaving in your landing page
and give you a glimpse of the hurdles and obstacles they might be encountering.
Identifying Assisted Conversion through Multi Channel Attributions
Those who are immersed in PPC advertising services know that all roads lead to just
one thing – conversion. Especially when conversion automatically equates to added
revenue, pay per click management service experts are not only held accountable to
deliver a strong strategy and seamless implementation, but to show ROI as well.
As such, PPC managers often segment keywords or search terms based on their
conversion potential and naturally focus more on those that are pouring in the
highest conversion. However, by looking at multi-channel attributions in Google
Analytics, you might be surprised that these high converting keywords did not
produce the results on their own.
This scenario is called assisted conversion, which essentially means internet users
went through a process of search queries before using the high converting keyword.
For example, if you are offering acupuncture services, your highest converting
keyword might be your company name. However, before a jaded urbanite reached
your site, they might have used several other search terms such as “how to relieve
stress,” then went on to use “alternative medicine to reduce stress,” then used “best
acupuncture in NYC” before finally using your company name.
Without looking at this data, a PPC manager might disregard a group of keywords
altogether just because they are not converting as much, but if you trace back, they
actually led to conversion.
With web analytics data, PPC advertising services become more optimized and those
who offer professional pay per click management service can make more informed
and wiser decisions when it comes to their campaigns.
Author is working as an Internet Marketing professional in a PPC company SF, San
Francisco. He likes to write informative articles on various topics related to Internet
Marketing. Through this article, he wants to share his knowledge with people who
are about to hire an PPC marketing agency for their businesses.