Tracking your PPC Campaign

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August 4th, 2008 by Mike

We all know that in the world of paid search Google is the king. New search stats recently showed the market share of Google's (and its search partners) for UK searches had risen to 90%. Yahoo and MSN are a long long way behind with an estimated 4% each.

It is important, however, not to lose sight of the benefit that these two engines can offer advertisers. Historically, the conversion levels are the same if not in most cases a lot better than its higher traffic volume rival. In some cases, the clients I manage have a significantly lower CPA with Yahoo and MSN than in Google.

What becomes important with these engines is the ability to track the traffic and the conversions coming through from them. Ok, so you have the data that you see in the respective interfaces and you can pull reports from both. The key comes from being able to apply the functions and tools from Google Analytics to the traffic coming from Yahoo and MSN.

Google Analytics automatically identifies and separates traffic from the different engines. It also separates out the paid and non paid traffic from Google. Unfortunately, it doesn’t automatically identify the paid MSN and Yahoo traffic. To do this we need to tag the URL’s within the account. Each landing page URL needs to carry a specific source, medium, keyword and term reference. Then you will be able to separate out the paid search traffic from Yahoo and MSN. This can provide valuable information about how well these engines are performing for your advertising, giving you the most tangible form of marketing there is.

This is where the experts come in. Click Consult are a leading Pay per Click (PPC) Management Company with over 25 years combined PPC Management experience. Contact us for more information by calling 0845 205 0292

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