« Pay Per Click Marketing (Part I)
Tips and Tactics
- A key ingredient to making a campaign like this work is the implementation and use of web analytics. Analytics is the study and data collection of visitors to a website, and when used in ecommerce, is a powerful tool that merchants use to understand their clients, visitors, and customers. The type of data collected can vary from site to site, but can include traffic patters, email response rates, sales information, and other metrics. Google, through their AdWords program, provides users with a great many tools and programs to help study and maximize their efforts.
- A bounce rate is the ratio of visitors who immediately leave your landing page after arriving, and is a good metric for determining whether the website or the ad campaign is the reason conversions are low. Trying out several different landing pages, even simultaneously, can provide good information as to where the problem lies when campaigns aren't producing.
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