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. See the page in this guide on choosing an pay per click agency
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:
- 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.
Labels: PPC Optimization
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