‘Quality’ traffic refers to traffic that is well-targeted. This means that the visitors:
- are looking for what you are advertising
- enter the site and look around
- complete a transaction or become a lead (i.e. convert)
- come from countries and regions that you are interested in
- return to visit your site again
Quality traffic will bring you a higher percentage of success, in terms of seeing your visitors complete a transaction, or subscribe to the service that you provide.
How to use tracking to evaluate PPC campaigns
A tracking service will allow you to:
- Check how effective clicks are and adjust campaigns accordingly:
- see which keywords and search terms bring more visitors
- learn which advertising copy is most effective
- know which source/ search engine brings the best results:
- at the right price per click (cost acquisition per customer)
- determine conversion rate and set goals
- Accountability: make sure you are getting what you pay for
- source of traffic: country, etc
- how long do they stay, how many pages viewed? Average number of page views from one search engine might be lower than another
What can a tracking system tell you about the quality of your traffic?
Low quality traffic may overload your server(s), spike your traffic & frustrate you. More importantly it is a waste of time, money, and resources. It will create false expectations. A tracking system will tell you if / why your traffic is low quality.
- Does it come from a country which is not your market? For example a place where most people do not have credit cards or are not interested in buying real estate in Canada, because they live in China.
- Do the visitors land on your homepage and leave without clicking any further? Visit duration is an important statistic which tells you if people are interested in your site. How many pages do the visitors look at?
- Are the visitors presented with a link to your site when they search for a related keyword or search term? This is called phrase matching. The worst-case scenario is when your link is presented randomly, or as a pop-up.
Where should I buy PPC advertising traffic?
There are many sources to purchase clicks from, we recommend that you try more than one service, and compare results. Many sites use search results originating from a small number of search engines. This type of system is called a “content network”. The major PPC vendors such as Google and Yahoo also place content within their own networks. For example, they place advertisements alongside like content.
The PPC vendors distinguish between ‘Sponsored Search’ results and ‘Content Match’ placements. Sponsored searches place results alongside search engine results. Content match places results near articles, email content, forums, etc. In our experience you will obtain a higher conversion rate with sponsored searches, which also cost more.
Statistics on the subject of where searches are conducted vary widely. Estimates for Google, the leader, are as high as 80%. The leaders after Google are Yahoo, Bing. Many smaller search engines come and go, as they are purchased and incorporated into the larger search engines.