Focusing On Just One Metric Isn’t Smart
When you judge your pay per click advertising campaign, what are you analyzing? Is it your cost per click (CPC)? How many people saw your ad (impressions)? How many people actually converted to customers? There are many moving parts to your pay per click advertising campaign, including the ad itself, your landing page, and your keyword list. Don’t focus on any one piece alone; instead, you need to spend considerable time and effort on the entire process:
Such an important truth regarding pay per click advertising is realizing that your customers may see your pay per click ad and click on it, but they may not become a customer immediately. Why? Don’t forget the buying cycle has changed from what it used to be. Perhaps after a consumer finds out about your business through your pay per click ad, then they read more about your company on your website. The next day, they may research reviews about your business and therefore click on your organic links. And the list goes on.
Be Upfront and Ask
How can you better track your pay per click advertising efforts? It may sound simple, yet I feel several companies don’t do this. Right when you obtain a new client, directly ask them in a form how they heard about you, but be precise as follows:
How did you hear about us?
- Online ad (at the top of the page)
Additionally, allow your new client to select more than one option as well so you can see the path that led them to select your business. If you don’t ask, you’ll never know.
What metrics do you consider for your pay per click advertising campaign? What does your company value as most important?
About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $1.4 million in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call at (877)655-3438 to schedule a free consultation.