I’ve decided to rehash this post as its relevant to work I’ve been doing lately. This scenario may be familiar to millions: You haven’t had any sales on your site, but your spending tons on Adwords. What are you missing?
Take a look at this picture of an experiment on an E-commerce site. What does it show?
A decrease in web traffic
All it shows is less hits on a website once Adwords was paused. To some it looks like the site is doomed. If I was to show you a conversion for E-commerce sales and monetize this then it would look even worse. This is a real problem for SMEs the world over.
What’s more important… Traffic or leads? What impact does ad words have on overall business? 70 percent of the visitors are new. 1,886 unique people have seen this site in 7 weeks. 50% of them are from Adwords. How would a business cope if it got that many extra phone calls? Or that much passing trade… most SMEs would need more staff to cope with that. Anyway, what happened was: 15% of website visitors from the campaign requested a call back – for information on high ticket items. The number of times the website was cited under “how did you hear about us” increased by 5%. This is all linked.
If the sales team that deal with these inquiries can convert, you’ve returned your investment. Just because a goal isn’t met in your E-commerce site, does not mean something else hasn’t improved – make sure you see the bigger picture. Many people are researching online but purchasing offline. Consider the impact of your digital activities on offline activities and you might just realise your efforts are working.
How can I track this?
It’s difficult, half the time you rely on other people to do make your metrics work. A lot of web agencies will tell you now that they can put a phone number on each advert and port it to your phone, whilst this works, you rely on the agency. Consider having an “adwords phone” where you use one number for all ads, or make sure that the adverts go to a unique landing page.