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Tracking your pay per click campaign results

Written by power @ 3:01 AM permanent link on Wednesday, March 4, 2009 | Post a Comment |

The major search engines offer online analytical tools so you can track the growth of your pay per click (PPC) campaigns. You can also take on a PPC agency to carry out these critical tasks on your behalf and provide you with real-time reports.

Typically, such tools will allow you to see:

  • how visitors find your website.
  • how they navigate through it.
  • how they become customers.

When you analyze these statistics, which you can view as graphs, summaries and other data, you will be able to improve your online results.

  • In some cases, the tools are more sophisticated. For example, the Google Analytics tool will allow you to:Assess whether your conversion rate differs between regions - the conversion rate is the number of visitors to your site that actually become customers during their visit.

  • Find out where your customers live - if you find a heavy density in a particular region, you could then target a campaign to draw them back as return customers.

  • Examine and optimize your landing pages - you can then make an informed decision as to whether to improve their design or pare them down until they match the proposition described in your keyword adverts.

  • Count how many steps there are from landing to conversion - establish whether you could reduce this number if you are losing visitors along the way.

  • Establish where drop-out visitors are going when they leave your site - if it's to a competitor, check how your copy, landing page and number of steps to conversion compares with theirs.

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