Tracking your pay per click campaign results
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.
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