One of the main success measurements of a Google Adwords campaigns is the conversion optimization.
What is a conversion?
Every site has a goal, whether it is branding or selling a product. A visitor that fulfills this goal is a ‘converted user’. Documenting and analyzing these goals is called a ‘conversion tracking’. Improving the campaign, based on that analyzed data, is called a ‘conversion optimization’.
Conversion optimization is a great way to improve your PPC campaign!
Why isn’t conversion optimization perfect?
Conversion optimization tracks only part of the purchase funnel. We can track it up to a lead, but a lead continues the funnel process to purchase a product or even more, the visitor’s coming back after a month to purchase another product. Many leads do not convert to a purchase level. Tracking conversions gives us only partial information about the visitor.
From conversion optimization to profit optimization
Optimizing up to a conversion level can bring many conversions for a good price per conversion, but many of these conversions will not lead to sales, so marketers are actually wasting money on these conversions. Other conversions might cost more, but these visitors actually purchase a product, so these are profitable conversions. Optimizing your campaign according to profit is called profit optimization.
Optimizing your campaign according to profits enables you to improve your profits and your ROI (Return on Investment), rather than improving your conversions. KorAnga, via its technological partner, Kenshoo (www.kenshoo.com) – global leader in online marketing optimisation technology, delivers all the necessary functionalities to enable efficient marketing implementations with profit maximization processes.
From online to offline
What happens if many of your purchases occur over the phone and outside your site? This too is traceable. In order to trace your offline purchases, you need to use an advanced PPC marketing system, such as Kenshoo Search used by KorAnga. Such a system integrates your CRM (Customer Relations Management system) interface with your PPC campaigns running on Google, Yahoo!, Bing and even on Facebook.
Such integrations will ensure tracking every purchase done on your site, whether it is online or offline. The purchase will be tracked to its origins (search term/keyword/referring URL/referring site/ad group/campaign etc.) Kenshoo search system can integrate with phone call tracking systems, to trace direct calls done from your campaigns with no further online interaction.
Tracking conversions via your PPC campaign is a great success factor. But it is not the ultimate one. As your site’s goal is to help your company make a profit, the tracking and optimization should be done in the profit and ROI level rather than the conversion/lead level. KorAnga ensures an efficient budget marketing allocation, and you can get more details at: email@example.com