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Paid search, what you should be measuring but aren’t

Amplify Interactive’s notes from SMX Advanced Seattle 2008

Christine Churchill – KeyRelevance – Offline Conversion

When to measure offline conversions? Most appropriate for ‘high touch’ sales processes where phone & in-person close the deal (mortgages, b2b, etc)

Simple Offline Conversion Tracking Methods:

  • Making assumptions based on sales
  • Anecdotal data (ask salespeople to ask people how they learned about them)
  • In-store surveys
  • all of the above are imprecise

Intermediate

  • Unique phone numbers, etc

Advanced

  • customer tagging (cookies) & tie the cookie to cc data for offline purchase
  • unique phone numbers
  • pay per call
  • keyword driven traffic: match unique phone number back to keyword phrases used in PPC

Rich Devine – ZAAZ

Only a small % of your visitors convert, and if you focus on them – you’re missing the other successful behavior that takes place on your site

Most marketers are probably under-valuing non-converting keywords, but if you start looking at “other” conversions on your site and successful visits (micro-conversion behavior), then you are able to assign a value to them.

Akin Arikan – Unica Corporation

Study showed correlation between online ads & search. The finding was that when running online ads in parallel with search and then turned them off – paid search ctr & conversion down, cost to maintain volume went up.

Takeaway – take off the blinders and look to how other channels are influencing your success.

Related Links & Coverage

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Search Engine Roundtable recap

Ben Lloyd

About Ben Lloyd

Ben Lloyd serves as Principal at Add3 and manages the agency’s Portland office.  Ben got his start in SEM way back in 1999 – when there was like, 15 search engines and Google was barely a thing. Prior to Add3, Ben had founded Amplify Interactive in 2003 (which was acquired by Add3 in 2013), and hasn’t looked back since. Ben likes lots of stuff like golf, pinball, food(ie), booze/beer/wine – in that order, etc. Mostly – he likes doing that stuff with his friends. Ben is also co-founder of SEMpdx. Connect with Ben on LinkedIn