If you’re running an AdWords campaign with any sort of trackable conversion, make sure you’re using the Search Funnels data to inform your optimization. It offers such stats as Time Lag, Path Length, First and Last Click Analysis, Assisted Conversions, and Top Conversion Paths, all of which can help you better optimize your account.
Tag Archives: PPC traffic
Facebook Advertising – Who Should, and Who Shouldn't
By now, most advertisers are familiar with the basics of paid search advertising: you choose a list of keywords that you want to trigger your ad, select the maximum you’re willing to spend per click, and then instruct the search engines to match you up with people searching for your terms. Since searchers are looking for a specific service or answer at the time of the search, paid search is great for transactional advertising such as generating sales or leads. If you are offering exactly what the searcher is looking for, he or she is likely to convert.
More People Now Visit Facebook Than Google
Search engine advertising has been a dominant force in the world of online advertising for years now. However, with Facebook taking up an ever-greater share of people’s time online, it is inevitable that Facebook will also account for an increasing share of online advertising. That said, Facebook advertising isn’t useful for every business. Here is some information to help you decide whether your company should give it a try.
Microsoft adCenter Tools Slowly Catching Up With Google
As I noted in an earlier post, although Bing represented a big step forward for Microsoft in user experience, it was a step back for search advertisers in terms of amount of traffic sent to websites through paid clicks. Even more annoying: because Bing quickly stops serving ads for companies on whose ads a searcher doesn’t click, advertisers had difficulty assessing whether their ads were even running. Bing wouldn’t show advertisers their own ads (unless the advertisers cost themselves money by clicking on their own ads), so how could they know what the average searcher was seeing?
Got An E-Retail Site? You Better Have A PPC Campaign
The results are in, and something we have suspected for quite some time has now been confirmed: Pay-Per-Click (PPC) traffic is 60% more valuable than organic search traffic for e-retail sites. Engine Ready just published a study based on traffic to 26 e-retail sites in a 12-month period showing that visitors from PPC ads converted at a rate of 2.03%, while visitors from organic links converted at a rate of 1.26%. Not only that, but PPC visitors also bought the most, with an average order of $117.06 versus $106.64 for organic visitors. Visitors who navigated directly to the sites or came in from other sites also bought less, with average orders of $109.27 and $95.29, respectively.
You Need Both SEO And PPC
We here at Path Interactive have always recommended that our clients run both PPC and Search Engine Optimization (SEO) campaigns in order to maximize sales and leads, and studies have been around for years proving the importance of this. The Engine Ready study is yet another proof that companies need both SEO & PPC; though they may get more traffic from organic links, the traffic from paid links is more valuable.
