The Cost (and Reward) of Pay Per Click (PPC) Marketing
December 09, 2008
The other day a potential client wanted me to set up a pay per click campaign for them to increase their sales. Of course, I tried to explain that they needed additional analytics on their site to determine the efficacy of the campaign.
It’s not just that I really love analytics (I do!), I really believe that analytics is necessary in order to judge the overall success of a site or online marketing campaign. How am I supposed to know if an online marketing campaign is even effective if a customer won’t let me install Google Analytics (which is free!) to check something as simple as their bounce rate?
Pay per click management benefits incredibly from integrated analytics. You can use information such as the best time of day for visitors to come to your site to optimize dayparting. Or you can analyze the bounce rate to find out how and where your site needs to improve to retain visitors.
Are pay per click customers not finding what they want on your home page and immediately bouncing away into cyber space? This information (as well as other, more detailed metrics) can tell me that you need a landing page that speaks directly to these users. Utilizing marketing analytics research can be the difference between having an effective and profitable website and having a website that just sits there, waiting for someone who may never arrive.
