A Pay Per Click (PPC) campaign without any conversion or analytic tracking is a campaign “flying blind”and may as well be a poster or billboard flapping half peeled on a dirty city wall.
Or as Wikipedia so affectionately calls it “old media”.
Traditionally speaking, those businesses undertaking an advertising campaign were in most cases forced to account for their own spend. An ad was placed and the advertiser/media buyer wiped there hands clean after seeding. Traditional media would sell on the premise of ratings/eyeballs of a particular medium, these figures could never be accurately dictated. In other words there was no way of determining an exact figure of market saturation. Ratings and eyeballs of a particular Billboard or TV show were summed up via averages and thus could never be truly accurate. It was left down to the client to prove return on investment and it ran like this for years. Clients would ask those calling them how they found their business.
Why am I pointing this out? Well funnily enough “new media” is nothing like it’s older counter part. The common movie quote “come out, come out, there is no where to hide” springs to mind when talking old media vs new.
The beauty of a new media platform such as Pay Per Click advertising is that the whole campaign is transparent. The data is exact and there is absolutely nowhere for the advertiser to hide. The data and information harnessed from an AdWords campaign with conversion tracking and Google Analytics installed is priceless. For example, a business might find that traffic pouring through it’s Pay Per Click (PPC) campaign is spending on average 2-3 mins more time on site than any other traffic. What does this tell you? well it tells you that this form of traffic above all else is far more interested in what service/product you have to offer over and above than any other form of traffic. It tells you that the traffic is more targeted and therefore is more likely to purchase or use your services. Once this information has been ascertained, clients can then start looking at cost per conversion and bringing this down to then make a Pay Per Click campaign more viable.