Can Your Tool Track Multiples?

Writing by Brick Marketing on Tuesday, 1 of July , 2008 at 1:21 pm

Pay per click analytics are the core base for understanding the effectiveness of your keywords and their playback value. Before analytics tools came on the market most companies bid top dollar for the broadest keywords that they could in the hope that using a bigger net would catch more fish. In time however, the analytics tools came on board and some businesses found that the broadest search terms were not the ones that were actually bringing in the traffic.

The PPC Analytics basics were as follows:
Your PPC campaign analytics showed you a direct response model. A customer clicked on your ad after searching on a particular keyword that you have bid on. But did they convert? And more importantly, did enough of those clicks convert to justify the expense paid for that keyword?

The PPC managers took note and started to narrow down their keywords to the ones that seemed to bring in the most conversions.

The results were not always as expected. As it turns out, research heavy online shoppers were often visting a site multiple times on broad, then narrower, then focused keywords, and only after the final focused keyword are they converting and actually purchasing the product. Does that mean that the first two visits were meaningless? Does it mean that the broader keyword bids were a waste of money? Of course not!

The first couple of visits bring site and business name recognition with the consumer who then narrows down the keyword to exactly what they want. The next search brings your site up again. The customer is already familiar with it, and your site encompasses everything that they’ve looked for. Company name recognition and site familiarity will encourage customers to buy.

Think ahead before you turn off the broad keyword campaign and deem it unnecessary. If you want more information, look to analytic tools that will track multiple user visits and see what’s working for you.

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Category: Local Pay Per Click

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