Who was it that once said that half of his advertising budget was working well, but that unfortunately he didnít know which half? As an over-qualified, traditional-media marketing professional, now running all departments of a small business, I am embarrassed to say that I havenít a clue if any of the money I have spent on Google pay-per-click/PPC over the last 3 years has been worth it. Tell a lie, I can remember one customer who clicked on an ad and booked immediately, so I could tie things up between the two.
I am in the big-ticket service industry, where punters look around for a while before booking. Reeling them in can take ages. By then theyíve forgotten what day it is let alone what browser they used, words they typed in, ad they clicked on Ė what ad?
Needless to say, I spend as little as I can, having focussed on SERPs from quite early on. However, I do advertise, but cannot really justify doing so from a metrics perspective. I probably just feel that in some strange way that failure to do so will adversely affect my SERPs. So my campaigns are based on maximum impressions, minimum clicks - and getting quite good at it I must say!
Iím obviously reluctant to broach this subject with G itself. However, looking at it from a sales conversion standpoint, as most of my customers email me for further details, is there any way I can relate this communication to their site click in any meaningful way? Shame we cannot get IP Address from email addresses!
The sales cycle is such that it can take 4 weeks or more from first communication by email to receipt of booking form. I suppose I could then trawl Analytics retrospectively to find when an individual from a certain town clicked on my site/ad, but that sounds like loads of work.
Can anyone enlighten me as to software that might help me track PPC advertising? Any considerations on any of the above would be most welcome.
I hate to say it, but I fear Iím not only not alone in my ignorance, but very much in the majority!