One example of applying clickstream data to PPC

[shorebreak]

We're all familiar with using conversion data to optimize ppc campaigns, but can anyone explain to me a scenario in which *clickstream* data could be used to better optimize a ppc campaign that would be the case if conversion data alone were used?

The reason I ask is, I'm seeing all the web analytics vendors get into the keyword mgmt game, and I've yet to hear one of them say clearly and/or publicly what the value of clickstream data is to their keyword mgmt systems.

Anyone?

-Shorebreak

[Receptional]

I can try...

After tracking conversion data and - obviously - plugging that information back into the ppc pot, I don't know about you, but I find that - due to the "long tail" the converting phrases in their exact form are not enough to fill my bidget (or indeed enough to give statistically sound decisions).

I need larger samples of keywords. One sample might be people that did not bounce after the landing page, using the assumption that they are more valuable than those that did.

I can use this sample, sorted by leywords, to give me a larger depth of "relevent" phrases, even though (as yet) I haven't sold a product on all of the phrases.

That's my tuppence worth.

[shorebreak]

OK, that *is* a good example. I can think of many other things people could do on a site short of transacting and which could be measured, assigned a value and then used as the basis for optimization.

It seems to me, though, that you don't necessarily need a full-blow analytics package to do that. You coudl get 90% of the value with an invisible 1x1 pixel.

-Shorebreak

[Jesseo]

shorebreak, what would do with the 1x1px to track users over time. i.e. how do you identify a user and maintain this information over multiple sessions?

this question has been plaguing me for several years... thanks in advance.

[skibum]

In high end real estate, we'd potentially attach a monetary value (or different values depending on the visit length or type of properties viewed) to site visits with X number of page views.

With muliple ways to initiate contact, it is likely to be worth a lot more to have someone come in and view multiple properties or even a single property than to bounce right out or not view a page that would indicate some degree of intent to take the next step toward a sale.

It could be click stream or even a value based on the number of page views might be helpful.