August 23, 2007
I have a new Internet marketing client who is pretty Internet savvy. He knows business, and has a very good grasp of the Internet. He runs a consumer e-ccommerce site in a niche market. He is running an Adwords campaign, and has a decent conversion rate. In a nutshell, he has got it together. So I was surprised to hear that he wasn’t using any type of web metrics / analytics.
This leads me to wonder how many folks out there are running Pay Per click campaigns, but don’t track the full cycle. If my new intelligent, Internet savvy client isn’t, then how many others aren’t? This means going beyond ” I am spending $X a day, and making $y in a day sales”. This is a good start, but not enough to optimize your true revenue potential.
Web metrics / analytics are important. And having the right features in an analytics package is even more important. Right now, I can’t find one package that meets all of my needs, so I end up using 2 together. I use Google analytics and Statcounter. Both are free, and I find quite powerful when used together. Google analytics is the main bread and butter. It allows me to quickly identify trends and patterns in visits, conversions, keywords by referral source and more. Statcounter is a simple package, but offers the one thing Google analytics cannot, individual visitor path information. I find that this is such a valuable feature, I can’t live with out. Both of these packages are free. So there isn’t any excuse to not use them.
Anyway, let’s get to my point. Get a good analytics package or combination set up and running. Why? Because then you can tell, not only which keywords in Adwords bring you traffic, but which ones result in sales. Then you can see if there is a particular time of day that results in more sales. Is there a keyword that has a higher ROI? If you can answer all of these questions, not only will it help you refine your Adwords campaign to increase sales, but it will end up increasing your overall ROI. You will be spending money where you will get the best bang for the buck, instead of casting a wide net.
Imagine knowing that increasing your bid on a particular word between 12 and 2 pm will result in 10% more sales. This kind of information is powerful, and can help you make key decisions that will increase revenue.