Pay-Per-Click (PPC) Advertising

Optimising PPC Investment

Pay-Per-Click (PPC), (also called cost-per-click), has become the standard model for advertising with search engines. In order to employ a successful PPC Campaign, it is essential to analyse the results of your current PPC spend and modify your campaigns where appropriate, in order to get the most out of you PPC Advertising.

Business Goal

To Maximise your desired outcomes by allocation a restricted PPC budget optimally among PPC vendors, PPC types (search engine vs. content network), campaign segments, ad variations and paid keywords.

Sample PPC advertising Vendors:

• Google AdWords based on search or based on Google's AdSense content Network

• Yahoo! Search Marketing ads based on search or content network

Most Common Challenges

• While the actual keyword that a visitor entered into a search engine can be automatically identified from the visit's referring URL, there is no information in the referring URL on the PPC vendor, paid keyword, ad group or ad variation which triggered your ad.

• The exact cost of a visit is nearly impossible to determine because the PPC vendors only report average cost-per-click per day
  

How SCL Analytics can help

Unica NetTracker (lower traffic volumes) and Affinium NetInsight (higher traffic volumes) offer a powerful web analytics solution, enabling you to gather and investigate the information required to successfully optimise your pay-per-click (PPC) advertising.

For more information download our FREE Recipe Card (PDF File) "optimise pay-per-click (PPC) advertising" or Contact us to find out more about our web analytics solutions and how they can help you optimise your online marketing campaigns.

Related Affinium NetInsight Diagram

An Affinium NetInsight graph showing search volumes for paid keywords vs. non-paid keywords for Google and Yahoo.