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PPC is arguably the most transparent marketing channel that exists, and as such, it is possible to go to great lengths to achieve unbelievably sophisticated views of how customers are finding and buying from you.
There are many metrics a campaign may be optimised to such as CPA, clicks and profit so choosing the right metric is critical to how well the campaign performs in the long term. (more…)
Conversion Rate, Google Analytics
Traditionally we try to measure the impact of advertising so that we can understand the return on investment. Moving to digital has allowed access to specific metrics such as cost per click and cost per sale, which allows us to see very accurately the return on our investment.
If you are measuring the cost per transaction, or goal, in Analytics then you are likely optimising toward these metrics. The transactions in Analytics are fully attributed to the last advert a visitor clicked, but this is not the whole picture. (more…)
It is often remarked in our office that the PPC guys are an odd bunch, taking pleasure in solving Excel nightmares for the rest of the business and being overly competitive at Foosball.
But what exactly makes a good PPC Manager?
It is common for a client to look for traditional marketing skills, such as great copywriting and a desire to be intimately involved with the product. (more…)
Welcome to Part Two of Successful Website Optimisation. To continue from last month’s blog, which you can read here, here are some more tools to choose the right pages and tests to run:
It is also important to understand how visitors use your chosen test page, so you can be more confident that you are testing changes to important elements.
We use ClickTale for in-page analytics before and during testing. It tracks mouse movement and clicks, and reports this information for a large sample of visitors. This gives very valuable information about the important elements of a page, and the unimportant.
You can see how far the average visitor scrolls down the page, which is very useful to know if there is important information below the fold.
The biggest benefit of ClickTale is simply its ability to add some meaning to the results that you see. Pages that fail can be analysed and you can learn so much about why this happened, which is invaluable. (more…)
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