How We Measure Succes
Like our competition we do look at click through ratios (CTR) and price per click but we take it 3 steps further by measuring clicks on your ad that produce measurable results, specifically phone calls, e-mails and traffic to high priority pages. The system will automatically put more of your monthly budget towards the keywords that lead to:
- Phone Calls - Ad generated visitors who place a call to you are tracked and recorded. Where available the callers name and phone number will also be captured and available to you in your on-line reports. Please note that only phone calls coming from an ad are recorded and you can turn off the recording feature.
- E-mails - When someone clicks on an ad and then sends an e-mail to your business the system will caprute both the senders and the recipients e-mail address along with the time and date that the e-mail was sent.
- Web Events - The system will put more of your monthly budget towards the keywords that result in your visitors viewing high priority pages or completing an on-line form. Common web events are product and servise content pages, contact us forms, shopping cart purchases, requesting an on-line quote, signing up for newsletters or as a registered user of your website.
Why it is important to measure more than clicks and price.
Our system is not about trial and error. Our system produces measurable results. In most cases our competition can only measure the cost of the ad and how many people clicked on that ad. There are two important reasons why only using this type of measurement can result in poor results: not all traffic is good traffic and the lowest price doesn't always result in qualified buyers.
- Every business owner or manager knows that more traffic does not always translate into greater sales. One qualified buyer is better than a 100 tire kickers. Just measuring the number of people who click on the ad (also known as the click through rate) is not an accurate method of measuring success of an ad.
- Sometimes it is worth spending a bit more to get the right person through the door. This is particularly true when advertising big ticket items. Therefore measuring succcess by driving the price per click down does not neccessarily mean success.