Skip to content
    Moz logo Menu open Menu close
    • Products
      • Moz Pro
      • Moz Pro Home
      • Moz Local
      • Moz Local Home
      • STAT
      • Moz API
      • Moz API Home
      • Compare SEO Products
      • Moz Data
    • Free SEO Tools
      • Domain Analysis
      • Keyword Explorer
      • Link Explorer
      • Competitive Research
      • MozBar
      • More Free SEO Tools
    • Learn SEO
      • Beginner's Guide to SEO
      • SEO Learning Center
      • Moz Academy
      • MozCon
      • Webinars, Whitepapers, & Guides
    • Blog
    • Why Moz
      • Digital Marketers
      • Agency Solutions
      • Enterprise Solutions
      • Small Business Solutions
      • The Moz Story
      • New Releases
    • Log in
    • Log out
    • Products
      • Moz Pro

        Your all-in-one suite of SEO essentials.

      • Moz Local

        Raise your local SEO visibility with complete local SEO management.

      • STAT

        SERP tracking and analytics for enterprise SEO experts.

      • Moz API

        Power your SEO with our index of over 44 trillion links.

      • Compare SEO Products

        See which Moz SEO solution best meets your business needs.

      • Moz Data

        Power your SEO strategy & AI models with custom data solutions.

      NEW Keyword Suggestions by Topic
      Moz Pro

      NEW Keyword Suggestions by Topic

      Learn more
    • Free SEO Tools
      • Domain Analysis

        Get top competitive SEO metrics like DA, top pages and more.

      • Keyword Explorer

        Find traffic-driving keywords with our 1.25 billion+ keyword index.

      • Link Explorer

        Explore over 40 trillion links for powerful backlink data.

      • Competitive Research

        Uncover valuable insights on your organic search competitors.

      • MozBar

        See top SEO metrics for free as you browse the web.

      • More Free SEO Tools

        Explore all the free SEO tools Moz has to offer.

      NEW Keyword Suggestions by Topic
      Moz Pro

      NEW Keyword Suggestions by Topic

      Learn more
    • Learn SEO
      • Beginner's Guide to SEO

        The #1 most popular introduction to SEO, trusted by millions.

      • SEO Learning Center

        Broaden your knowledge with SEO resources for all skill levels.

      • On-Demand Webinars

        Learn modern SEO best practices from industry experts.

      • How-To Guides

        Step-by-step guides to search success from the authority on SEO.

      • Moz Academy

        Upskill and get certified with on-demand courses & certifications.

      • MozCon

        Save on Early Bird tickets and join us in London or New York City

      Unlock flexible pricing & new endpoints
      Moz API

      Unlock flexible pricing & new endpoints

      Find your plan
    • Blog
    • Why Moz
      • Digital Marketers

        Simplify SEO tasks to save time and grow your traffic.

      • Small Business Solutions

        Uncover insights to make smarter marketing decisions in less time.

      • Agency Solutions

        Earn & keep valuable clients with unparalleled data & insights.

      • Enterprise Solutions

        Gain a competitive edge in the ever-changing world of search.

      • The Moz Story

        Moz was the first & remains the most trusted SEO company.

      • New Releases

        Get the scoop on the latest and greatest from Moz.

      Surface actionable competitive intel
      New Feature

      Surface actionable competitive intel

      Learn More
    • Log in
      • Moz Pro
      • Moz Local
      • Moz Local Dashboard
      • Moz API
      • Moz API Dashboard
      • Moz Academy
    • Avatar
      • Moz Home
      • Notifications
      • Account & Billing
      • Manage Users
      • Community Profile
      • My Q&A
      • My Videos
      • Log Out

    The Moz Q&A Forum

    • Forum
    • Questions
    • Users
    • Ask the Community

    Welcome to the Q&A Forum

    Browse the forum for helpful insights and fresh discussions about all things SEO.

    1. Home
    2. Digital Marketing
    3. Branding
    4. How to measure adwords campaing success on an non ecommerce/leads website

    Moz Q&A is closed.

    After more than 13 years, and tens of thousands of questions, Moz Q&A closed on 12th December 2024. Whilst we’re not completely removing the content - many posts will still be possible to view - we have locked both new posts and new replies. More details here.

    How to measure adwords campaing success on an non ecommerce/leads website

    Branding
    4
    4
    2414
    Loading More Posts
    • Oldest to Newest
    • Newest to Oldest
    • Most Votes
    Reply
    • Reply as question
    Log in to reply
    This topic has been deleted. Only users with question management privileges can see it.
    • teconsite
      teconsite last edited by

      Hello,
      We have a website of a furniture company that runs an Adwords campaign. This company has a lot of distributors. They have several objetives:

      • people explore the online catalog
      • people visit the distributor page (where they can find the nearest distributor in his/her area)
      • people share the pictures and info in social media. (For example: pictures in pinterest)
      • people watch videos
      • new distributors contact them to be a new distributor

      and so on. As this is not an eccommerce website they can not buy

      We have created objectives in analytics to meassure those engament results.
      My question is how to measure this in Google Adwords...
      If I import GA objetives into adwords, I get conversions rates of 350% and even more, and the number of conversions is to high. For example. If one objetive is to visit Distributors page (the one where users can see a map and search for the nearest distributor), I find with a lot of conversions of this type.

      I was thinking in importing some objectives and giving them a value in $ and instead of evaluating conversion rates, evaluate ROAS.

      But I really would like to know, what you are doing with this kind of companies. How do you measure the campaign success when most of the objetives are measuring engagement.

      Please, could you give me any advice?

      Thank you!

      1 Reply Last reply Reply Quote 0
      • teconsite
        teconsite @katemorris last edited by

        Thank very much! 
        Great advice! I will do it that way.

        1 Reply Last reply Reply Quote 0
        • katemorris
          katemorris last edited by

          I would focus on the goals that historically lead to revenue. If they all do, calculate that. None of these things should be a page visit though, that's not a strong engagement metric. If I were you, I'd do:

          1. Visit duration threshold (objective:people explore the online catalog)

          2. This might help, it talks about support sites, which isn;t you, but if you implement it correctly, it can help you, just don't copy this implementation https://blog.kissmetrics.com/pageviews-time-on-site/

          3. Click on a distributors website, track each individually (objective: people visit the distributor page)

          4. https://support.google.com/analytics/answer/1033068?vid=1-635779271421213638-3696063864

          5. Click on top social sites share buttons (objective: people share the pictures and info in social media)

          6. https://support.google.com/analytics/answer/1033068?vid=1-635779271421213638-3696063864

          7. After 30 seconds of video watch, it registers the goal (objective: people watch videos)

          8. analytics.js and Tag Manager: http://www.lunametrics.com/blog/2015/05/11/updated-youtube-tracking-google-analytics-gtm/

          9. ga.js: http://www.lunametrics.com/blog/2010/11/09/video-tracking-google-analytics-introduction/

          10. Contact form completion (objective: new distributors contact them to be a new distributor)

          The articles above are sometime ga.js, the old version of analytics. If you are running analytics.js, you'll need to work with Tag Manager. Hope that makes sense and helps.

          teconsite 1 Reply Last reply Reply Quote 1
          • anthonydnelson
            anthonydnelson last edited by

            As you mentioned above, giving each objective a $ value is going to be absolutely necessary to measure ROAS. Hopefully, you can use some historical data to help you come up with the numbers.

            1 Reply Last reply Reply Quote 0
            • 1 / 1
            • First post
              Last post

            Got a burning SEO question?

            Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.


            Start my free trial


            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.

            • See all categories

            Related Questions

            • Ria_

              Why is Google appending a different website's brand name to the end of SERP title?

              I've recently been shown some SERP results where Google is appending a different website's brand name to the end of the SERP title. It's actually rewriting the brand's name to that of the other website. (This is obviously not ideal.) Why would this be? The other website doesn't even stock the same product, so there shouldn't be any confusion there. But even if it did, many websites stock the same products. Just confusing...

              Branding | | Ria_
              1
            • rec123

              Organic Brand Clicks/Traffic Drop - Why?

              Hi Moz Community, I've been reviewing Search Console and have been noticing that there has been a consistent drop in brand clicks. The overall number of keywords (especially for the top 2 pages) have been increasing, according to SEMRUSH, however, traffic and sales are still in decline. There are no algorithmic and manual penalties, in addition, paid search activity has been increasing in the leadup to Christmas. Has anyone experienced this and potentially advise how to diagnose and resolve this issue?

              Branding | | rec123
              0
            • BeckyKey

              Ecommerce & Outreach

              Hey, Does anyone have any advice on how to approach outreach for an ecommerce site? We're in the process of doing user guides, for niche products. I wondered if this was a good angle to approach relevant communities/sites. Or is this too time consuming for little value at the end? Is it PR outreach we should look to focus on? Thank you 🙂

              Branding | | BeckyKey
              0
            • DigitalNTT

              In the Google search results, the company name (with the drop down arrow) next to the result URL is incorrect. The company being displayed here is a company we acquired many years back. How do I adjust/fix this?

              When I search any term for my organization, we are getting good results BUT the company name, next to the results URL is of an orgnization we acquired many years back and not the name of our company.  The  URL is correct page JUST the company name next to this URL is incorrect on the Google search results page. How do I go about changing so the company name next to the URL ?

              Branding | | DigitalNTT
              0
            • SilhouetteBS

              1 Website, 2 Business Names, 2 Locations

              I took on a dentist office as an SEO client. They have 1 website, 2 business names and 2 locations. Each location has it's own business name. They are both within the same city as well. I'm not exactly sure where to start with them since they have 2 different business names. If it were 1 name with multiple locations I would just create a Contact Us page for each one, but is that the best thing to do when the location names are different? Should I create a different website for each location or is that smart because then they are competing against each other? Any help from the community on the direction I should take would be appreciated. Thanks in advance!

              Branding | | SilhouetteBS
              0
            • zco_seo

              How to improve the quality score (QS) when bidding on competitor brand names in Google Adwords?

              Hi, I have researched few sites on this topic and I could see that the competitor keyword should match with the add text relevance, landing page relevance and CTR. Any other factors more to be included to improve the quality score? Reference: http://searchenginewatch.com/article/2285536/Google-Updates-How-AdWords-Quality-Score-is-Reported

              Branding | | zco_seo
              0
            • scottclark

              The Franchise Challenge: How should I handle 200 franchisee websites?

              Hi all.. this is not a question about how this can be done but which is better for SEO. Franchises make up 8% of the USA small business market.  This is no small potatoes.  But everything about Google seems designed for the unique, stand-alone business (Places, Analytics, Adwords, Duplicate Content Rules, etc.)  ... I think about this issue a lot so wanted to put it to the community. Imagine a franchisor with 200 locations.  This company licenses its brand and business operations system - that's what a franchise is.  So each local franchisee starts out with a "content ready" website template which they are required to use for brand compliance. (Each local franchisee has a Google Place page and a Local Website in their territory.)Assuming each solution has the same number of local citations around 50% duplicate content on its services pages (e.g. branding text)... which of the following does Google like best? A single, customized CMS (e.g. Drupal) which places each franchisee site in a subfolder of the TLD.  Highly duplicated services pages are given canonical pointers to the main site's version.
              domain.com/location A single, customized CMS (e.g. Drupal) which places each franchisee in a subdomain of the TLD.  Highly duplicated services pages are given canonical pointers to the main site's version. location.domain.com A multi-manager dashboard (e.g. ManageWP) which operates an individual Wordpress installs on a single server (dedicated self-install server, sites share IPs)
              _localdomain.com _ A multi-manager dashboard which operates an individual Wordpress install on multiple, diverse servers (e.g. shared hosting on diverse hosts.)
              localdomain.com I know that the best case would be for each franchisee individually to be so motivated to set up their own site and properly use brand elements, get links, etc. but this is impractical (trust me.)~~~~~~(*update 4/4/13 - I have written a blog post which describes what I think is the ideal franchise web marketing & SEO program and would welcome additional comments!)

              Branding | | scottclark
              0
            • TexaSEO

              Looking for examples of a B2B brand spinning off B2C products on to separate websites

              Does anyone have any good examples or case studies? Right now I'm working on a site with both B2B and B2C products crowded onto one site.  I'd love to find some examples of companies that have built their online B2B brand separately from their consumer products. I found the Constructive Playthings case study on Marketing Sherpa but nothing else.

              Branding | | TexaSEO
              0

            Get started with Moz Pro!

            Unlock the power of advanced SEO tools and data-driven insights.

            Start my free trial
            Products
            • Moz Pro
            • Moz Local
            • Moz API
            • Moz Data
            • STAT
            • Product Updates
            Moz Solutions
            • SMB Solutions
            • Agency Solutions
            • Enterprise Solutions
            Free SEO Tools
            • Domain Authority Checker
            • Link Explorer
            • Keyword Explorer
            • Competitive Research
            • Brand Authority Checker
            • Local Citation Checker
            • MozBar Extension
            • MozCast
            Resources
            • Blog
            • SEO Learning Center
            • Help Hub
            • Beginner's Guide to SEO
            • How-to Guides
            • Moz Academy
            • API Docs
            About Moz
            • About
            • Team
            • Careers
            • Contact
            Why Moz
            • Case Studies
            • Testimonials
            Get Involved
            • Become an Affiliate
            • MozCon
            • Webinars
            • Practical Marketer Series
            • MozPod
            Connect with us

            Contact the Help team

            Join our newsletter
            Moz logo
            © 2021 - 2025 SEOMoz, Inc., a Ziff Davis company. All rights reserved. Moz is a registered trademark of SEOMoz, Inc.
            • Accessibility
            • Terms of Use
            • Privacy

            Looks like your connection to Moz was lost, please wait while we try to reconnect.