Pay Per Click
Reports
Because we have sat on the
other side of the table we are strong proponents of
transparency and benchmarking. We know that it is virtually
impossible to make improvements in business if you are not
accurately tracking where you've been and how you measure up
to where you are trying to go.
This deep rooted knowledge allows us to be laser focused on
areas such as Pay Per Click reporting but with the
understanding of how it impacts the overall business. We
know when something looks out-of-whack on one end of the
business it can often have a dramatic impact on other parts
of the business as well.
We are firm believers in having the PPC programs and reports
fully integrated with the web analytics
program and even your backend eCommerce program in
order to go beyond just tracking what terms are driving the
most traffic to your web site.
It is important that your PPC reports show you where the
buyers are coming from and which keywords or ads deserve
expansion and which should be re-tested or even dropped.
Our PPC reports track:
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Traffic by search engine
PPC program (Google, Yahoo Search and Bing if applicable) |
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% of PPC traffic to
overall web traffic |
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CTR (Click Through
Rates) |
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Average CPC by ad group |
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Average ad position by
ad group |
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Which keywords converted
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Which keywords didn't
covert but had a high ad cost |
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Which ads had the
highest click thru conversions overall and by ad group |
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We also highly recommend
that you track total PPC spend as a percentage of your
online net sales. This can be one of the most critical
benchmarks from a company perspective as you can't
afford for this number to get out of hand. |
This information will help
you make better decisions and we have found a strong PPC
program to tie in perfectly with the
SEO
content strategy as well.
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