…use data to drive greater traffic, conversion and performance
An overview of PPC and Web Analytics
Pay-Per-Click (PPC) advertising can also be described as Point of Interest advertising – you are aiming to catch your customers’ attention at their highest point of interest – right when they are searching for you! It is an advertising model in which sponsors acquire online ad space, but are only charged by the host when a search user clicks on the ad.
Web Analytics gives you data that you can leverage to better understand how visitors are interacting with your website. It enables you to gauge metrics such as the percentage share of industry visitors to your site; the campaigns competitors are running and how well they work; benchmarking search marketing; industry conversion rates, and more.
How PPC and Web Analytics Work in Tandem …what’s the common thread?
Web Analytics reports primarily throw light on: Visitors, Traffic and Web Content. You can measure data with regard to critical factors such as:
- Time spent on site
- Site bounce rate
- Direct traffic
- Referring sites
- Search engine traffic
- Unique (first time) visitors
- Average page views per visit
- Top landing pages
- Top Exit Pages
- Paid and Unpaid Keywords / Phrases
You can group your visitors by paid search and organic traffic, geographic regions, by separate landing pages, genders (if you have products that cater to specific genders), age, etc. A big plus that’s common to both Web Analytics and PPC is segmentation – the process of looking at specific groups of visitors, analyzing their behavior separately and targeting their needs with different PPC ads.
At every stage of running a PPC campaign, you can test the results to tweak and refine your ad copy, landing page or conversion mechanism and call to action until you achieve the set goals. Web Analytics equips you with the insights you need to be able to do this.
WSI Consultants are trained experts who can generate comprehensive reports using your analytics program. These reports will show you the actual search phrases people used before finding your PPC ad and eventually getting to your website. By using advanced keyword research tools more phrases and long tail keywords can be identified for your campaign to bid on. You can literally take a PPC campaign, expand the keywords from dozens to hundreds and watch the traffic increase dramatically. Best part is, you will also see your average cost-per-click (CPC) go down. More revenue, more savings, more conversions!