Question about conversion rate in ppc
-
Hi guys,
Im managing the campaigns in the company that im working and so far i think that the results are o.k more or less.
The problem is how can i really know if it is o.k ?
I really don’t have any data to compare to…For example, this is campaign from the insurance niche from the uk :
Clicks – 132
Impr – 6,958
CTR- 1.90%
Conversion – 20 (Not inducing the one that calls the office)
Conversion rate – 16%
Total cost – 704£How can i know by these number that the campaign is working ?
Same here (T-shirts campaign for the Spanish market):
Clicks – 1,219
Impr – 26,177
CTR- 4.66%
Conversion – 56
Conversion rate – 4.5%
Total cost – 493€Probably you will say, check how much you spend and how much you got back ?
This is also a problem for me. I can see the numbers of the conversion but because we are not eCommerce so i cant really know the total income.Do you know if there’s is a way that each for quote that coming to our system
so i will know where it came from ? Like a comment in the url or something ?I think that 90% of our income/quotes comes from the organic as we are ranking very high in Google so its a bit mixed in the system.
Any feedback or tips here on this will be very welcome…
-
Thank you guys for your help.
I think that i got here enough information's to continue. -
Hey Edmond,
Eric definitely has touched on the first questions I would have asked.
As far as tracking your PPC conversions, you need to have Google Analytics (or your preferred advanced web analytics platform) installed completely, with goals set up to track the number of website leads you receive so you can double check the attribution modeling. PPC might not be the last touch converter, but might instead be initiating a TON of converting traffic to your site.
If you want to track a lead offline in your CRM, you will need to apply manual tracking to all of your campaigns. Then you will also need to have hidden fields in your form to pull this information from the site and place it in your CRM. Whether dealing with insurance, or dealing with Tshirt orders, it's imperative that manual tracking be ironed out and tracked appropriately. I've worked in a financial field before and manual tagging became our life force. It's amazing and great if you do it right!
-
Can you determine the percentage of leads that turn into paying customers? In addition, can you determine the overall worth of each customer? Ie. we have 200 current customers in the month of May and they have brought in a total of 20,000 pounds in revenue, that means that each client is worth 1000 pounds.
I know this is a rudimentary example, but if you can determine:
1- what a client is worth to you
2- How many leads become actual customersFigure that out and you'll know if you are overspending for a lead.
Let's say you convert 20% of your leads to paying customers, then in the example given in your initial question, you will have paid 704 pounds for 4 paying customers. That is 176 pounds per customer acquired. Of course these numbers all hinge on you making sure credit is given to the appropriate marketing channel.
-
Thank 's exactly the problem, because our site is not ecommerce so for us conversion = Lead.
I did create in ppc conversion name and gates so i can know if the conversion is email details,
Or thank you page, but still its very hard to determine if the leads was converted or not.I know that there is a way to add a code to the url of the ads and then ill see in the quotes system where its coming from. (Im still trying to crack it and to understand how to do it i think the professional name is referral).
We did create goals and targets in analytic so we can know how many comes to the catalog page or fill the quotes form but still in the end we cant really determine the total cost of the leads.
I do believe as soon as ill crack the way to add the referral to the code and ill know in the system from where each leads are coming then we will have 100% control on this.
Thanks
-
This is a common problem and one that is integral in figuring out how much a conversion is worth to your company. So I have some questions.
Is a conversion an actual sale or just a lead? If it is a sale, you must figure out how many conversions came from ALL channels. So you say that you believe Organic accounts for 90% of your conversions. Do you have Analytic goals set up to prove that or are you assuming? Also, you mention that the ads generated calls to the office. Do you have phone tracking set up? If not, I would do that too, because if ads are generating calls, the campaigns should get credit and the answer to your question will become more clear.
You will also want to tag URL:s properly so you can analyze the traffic in Analytics. Knowledge is power and if you can understand where conversions are coming from, you can maximize your PPC efforts so you're bringing in the traffic that is most likely to convert.
In a nutshell, get your tracking in place and don't make assumptions on where conversions come from. Also, you need to find out how much the company makes per sale and use that as a base to decide if your marketing spend is worth the investment.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Google Remarketing Conversions - Possible Issue
Hi All, When it comes to Google Adwords, when considering conversions, Google assigns each conversion back to the click that originally drove that visitor on the day they clicked. so, even if someone converts today, Google would show that conversion as occurring two weeks ago when the visitor originally clicked on a paid search ad and came to my site. fine...whatever. My question now is if we use a remarketing campaign through the Display Network, and someone converts, will that conversion be shown under their new visit or back on their original click where they did not originally convert, causing them to be included in our remarketing audience? Cant seem to find a straight answer anywhere and hoping someone out there has some guidance.
Conversion Rate Optimization | | dsinger0 -
Is it possible to set a Goal conversion tracking from a subdomain to a root domain?
Hi Mozzers, Here is an issue I am going through: I have a root domain(www.example.com) that is the core website where you are able to schedule a service I have a subdomain (sub.example.om) that is part of content strategy offering free tips and follows a different branding strategy. There are internal links from sub to root domain I have a GA subdomain tracking code installed on every page for both domains I would love to set goal tracking on GA for visitors coming to my subdomain, then going to root domain and then schedule a sevices? Is this possible? If it is, can someone show me a How To because I tried it anddidn't work? Thanks mozzers!
Conversion Rate Optimization | | Ideas-Money-Art0 -
Question regarding eCommerce sites, relative URLs and secuirty certificates
We recently installed a new SSL certificate on an ecommerce site. Our IT Director is insisting that all pages on the site must be coded in such a way so that the address bar maintains a green background when a visitor is navigating the site after navigating to a secure page or logging in. I have worked on many ecommerce sites and never has this been an issue. Amazon does not use the green bar....but they are Amazon. In order for this to work, he is insisting that all internal URLs be coded as relative instead of absolute. How bad is this for SEO or does it really not matter that much? How crucial is it for trust and security? Opinions welcome!
Conversion Rate Optimization | | danatanseo0 -
Suggestions for Conversion Rate Optimization low cost companies?
Does anyone have a list of suggestions for lower cost companies to do conversions. I am a new business and just wanted my "Cart" check out with maybe some suggestions for improvement and a little testing to see if it is done correctly. Thank you, Boo
Conversion Rate Optimization | | Boodreaux0 -
Need Advice on Home page Conversion Rate Improvement - not much $$s
Anyone out there have some suggestions for how I can improve my home page and increase my lousy conversion rate? I've spent years on the content and SEO optimization of my site and very little time on making a home page that sells stuff. Caveat - I don't have the money to go to one of those fancy companies who do a complete makeover and charge in the tens of thousands. Any suggestions would be greatly appreciated! Jean http://www.northwest-wine.com
Conversion Rate Optimization | | JeanYates0 -
Finally getting decent traffic but low conversions
Thanks to SEOMOZ Ive managed to get half decent organic numbers, although the numbers look good on my ecom. site conversion rates are low. Can anyone offer any help as far as converting visitors into buyers? Thank you!
Conversion Rate Optimization | | TP_Marketing0 -
Conversion Rate Optimization (CRO): Best Approach/Plan Documentation
Hey Mozzers - First off, I am well aware of what CRO is, its benefits, and why it is essential for any inbound or performance marketing campaigns. However i am a total newbie at the actual planning and implementation of CRO, so any advice/feedback on the questions below are much appreciated! When planning a CRO experiment/test what is the best way to document it? Should i develop the full plan ahead of time laying out each element? If so, what elements should i include in this plan? What are the KPIs i should report on? What tools should i use for reporting (i was thinking a blend of Google and Clicktale)? Any lessons learned through out your campaigns? Thank you all so much for your input! Regards - Kyle
Conversion Rate Optimization | | kchandler0 -
Low conversion rate, high ticket item... but not THAT high
Oh great mozzers, I fall at your feet... I feel like I'm going insane... My client, 35 Degrees (http://35DegreesSteaks.com) is quite the mystery. I handle SEO and paid search for them, and we're doing great in those areas... however, we're just not seeing the conversions once I deliver these folks to the site. The people are targeted, the keywords are sound, and from what I can see, the checkout process isn't a mess... but they are just not getting the sales. We're currently starting to test some price points with some newer, lower cost "intro packages", so we'll see if that's one of the pain points. I'm also in the process of convincing them to include a Verisign or some other logo in the checkout process. However, I was hoping the great minds here could take a quick look and see if I'm missing anything else. Thanks in advance! Jeff
Conversion Rate Optimization | | fangdigital0