Be There, Be Relevant, Be Optimised.

In Paid Search by Jack Felstead

What is the real value of a “click”? The truth is that no one really knows this, not even Google.

A customer can search for a keyword or phrase, click on an advertisers ad and visit the websites landing page/destination URL, but what happens next often becomes a mystery.

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What does the customer actually do once they leave our website? This is the Billion Dollar question.

We can measure how long a customer spends on our website, we can see what parts of the landing page they paid the most attention to and we can even see the exact value of their purchase, if they do decide to go ahead and buy. But we cannot know for sure what the customer does after leaving our website. Do they call and buy over the phone? Do they buy via e-mail? Do they buy through another device? Or do they recommend us to friends and family?

We can, however, influence the ultimate results, and the percentage of visitors that do decide to complete a transaction via our website by always showing optimised and relevant ads to our customers.

This can balance the scales in our favour, decreasing costs (represented below by Laura) and increasing revenue (represented below by John, who spends most of his revenue on pies).

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Customers are searching for our products 24 hours a day, every single day of the year, so it’s important to always be there when a customer is searching for our products or services. It’s also essential that we display highly relevant ads to these customers at all times, tightly related to each customers individual search query and need, with highly optimised information, content and landing pages behind each ad we display.

One thing we do know for sure is that the vast majority of customers that visit a website will leave without buying on the first visit. Figures from Google suggest that on average:

50% of online purchases are made within the first 19 days of a customer visiting a site

44% of people abandon their shopping cart due to unsatisfactory delivery times

33% of conversions are ultimately generated by non-brand terms

25% of brand conversions are assisted in some way, shape or form by non-brand keywords

19% of online purchases are made between 8PM and 12PM

All the above metrics and statistics will vary from business to business and can be viewed via Google Analytics under the following sections: Multi-Channel Funnel Reports, Assisted Conversions Report, Top Conversion Paths Report, Time Lag Report, Path Length Report.

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It’s important to evaluate all assisted revenue from each keyword accurately before optimising in order to achieve the best results. To do this go to: https://www.google.com/analytics and click on the “Conversions” tab on the left hand side panel.

Then click on “Assisted Conversions” and “Channel Grouping” (under the Primary Dimension Tab) as displayed below:

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We can then segment further  by selecting “Adwords” as the only traffic source type. Do this by clicking on “AdWords” instead of “All” at the top of the page:

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This will allow us to see what Campaigns, Ad Groups, Keywords and even Search Queries assisted in a conversion:

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In the above example we have removed sensitive information such as Keywords, but left the keyword match types: [exact], “phrase” and +BMM for a more accurate example.

Once you view these metrics within your Analytics account you will also be able to view the following standard columns: Assisted Conversions, Assisted Conversion Value, Last Click or Direct Conversions, Last Click or Direct Conversion Value and Assisted/Last Click or Direct Conversions which will allow you to appreciate the real assisted value of each keyword before optimising.

What you do with this information once you are able to evaluate it accordingly is extremely important to your PPC accounts success; make the most of this information and other Analytics tools by contacting us today for more information.

About the Author

Jack Felstead

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