SEM…. PPC….you know- those ads!
Whatever you want to call it, whichever acronym you want to use, we are talking about those ads on Google, along the right hand side or those few ads at the top that are shaded a different colour.
If you (or your internet marketing agency) is running a PPC campaign, you’ll want to measure its success. It’s the best part of online advertising- unlike traditional advertisers who guess at which methods are most successful, search engine advertising allows you track exactly, precisely, without-a-doubt your campaign’s effect.
If you’re not currently taking advantage of PPC, you might want to check out this post.
What can we learn in Analytics about how successful these campaigns are?
There are a lot of different places you can poke around in Google Analytics to get this information- my favourite is in the Matched Search Queries as per the menu below.
If you’ve been to one of my seminars, you’ve heard me discuss Google’s “synonym intelligence” and how it’s one of the ways your Google budget can easily be used up (see our previous article on Google’s synonyms). Matched Search Queries gives you insight there.
Evaluate How Your Visitors Interact With Your Landing Pages
Take a look at the core stats of the pages- the length of time of visit, the bounce rate, and the number of pages visited. You will be able to clearly see if any words that you are bidding have high bounce rates- remove these from your campaign (even set them to negative keywords to be safe).
All the Matched Search Query statistics can be interpreted in the same way as your regular organic traffic. For tips and benchmarks, view our past article here.
Checking Your Analytics Can Save You Click Budget For Visitors Who Convert
For example, working a self storage facility we came across some interesting data a few years ago. One of the things they advertise is motorcycle storage – during those harsh Canadian winters.We used a number of words in their campaign to advertise it:
a. Motorcycle storage
b. Motorbike storage
c. Bike storage
All of the words had good clicks for their ads, people were engaged on the site, all stats were green lights.
After about 6 months when enough data had been gathered, it was shown that motorcycle storage and motorbike storage had lots of goal completions – while bike storage had – None! Zip, zilch, nada, zero!
Presumably that was because those were bikes with no motors and it wasn’t worth paying those storage fees (they were looking for hangers on their garage wall or such).
With this knowledge, we get to delete that word from the ad campaign because it wasn’t making any money. Save the click budget for words that do make money!
Crave More Info?
I hope these tips are helping you realize there is some basic data you can sort through to help you fine tune your advertising to make sure you get your best return on investment. Feel free to come to one of our next complimentary seminars to learn more!