How much are you or your customers spending on Pay-Per-Click marketing?
Chances are it’s the second biggest expense next to staff – and, for some, that means it can run into tens or even hundreds of thousands a year.
Most of that is spent with Google Ads: a clever yet expensive combination of the science of Search Engine Optimisation and the blatancy of online ad-to-web click-through.
Although a widely-deployed sales tactic, the returns on investment have always been fiendishly tricky to quantify. Visitors may land on a custom web page via a Google ad, but do they click around the site? How long do they stay? What content do they consume? Do they start a web chat? Do they make a purchase?
Although Google provides data on how many clicks an ad attracted, that more granular, super-valuable intelligence has been impossible to capture – until now.
“When a brand is spending large amounts on PPC marketing, high-quality analysis of the results is essential,” says Steve Tutt, Commercial Director at leading enterprise communication application provider Kakapo Systems, whose powerful, white label Unity for Cisco BroadWorks contact centre platform tracks the entire PPC customer journey.
“We can show how many Google Ad click-throughs started with a web chat and we can show how many ended up as sales. But, even more granular than that, we can capture customer call back data, web chat transcripts, and which pages were visited. It is extra intelligence that adds significant value to any PPC campaign and provides marketing and contact centre teams with greater depth to improve their offerings.”
In a world in which every business wants a customer’s attention and every customer demands an exceptional experience, the ability to create strong, compelling PPC campaigns is vital.
