Complex Testing And Tracking Made Simple

When it comes to pay per click marketing, the way to generate more profits is none other than to test and track consistently over time.

Yes, it sounds like work, however, this is the key to maximize your returns. Besides, it does not take much time and it is quite easy to set up.

Search Network Tracking

For search network, you must track based on individual keywords (and keyword match types) so that you know exactly which keywords are making you money and which keyword are not. When you know that, you can adjust your individual bid prices according to your ROI.

Content Network Tracking

For content network, you can only track based on adgroups and only broad match keywords are needed. Same thing, you adjust the bid prices of your adgroups according to your profits. For those adgroups which are doing well, considering duplicating the whole adgroup then use image ads.

CTR vs Conversions

Click through rates (CTR) is a good indicator of how good your ad is at grabbing attention. When you take a closer look, higher CTR does not mean that your conversion rates is good. Sometimes, you will write ads with high CTR and low conversions, this will lose you money!

You do need to track the conversions of your ad on top of tracking your CTR. Even though higher CTR can lower your cost per click but what is the use of having cheap clicks that do not convert! What you want is clicks that convert with positive returns.

Tracking Leads And Sales

Do you need to track both leads and sales at the same time? Most pay per click engines, including Google AdWords only allows you to track a single conversion type, it is either leads or sales. So if you are generating leads before presenting offers to people, your tracking will be slightly different.

Majority of the pay per click engines, including Google AdWords, will give you a piece of conversion code to place on your thank you page. In this case, you can use the given conversion tracking code on your thank you page for leads. Your leads conversion rates will be shown within your ppc stats.

For your sales stats, you need an external tracking script. I recommend Prosper202 since it is free, easy to use, easy to install and simply more powerful than most similar paid tools you can find in the market.

Google Website Optimizer

This is another powerful free tool that you must use. Remember to set up a test for your lead capture page and another test for you sales page. If you have an upsell, set up a test for it too. Once again, there a whole bunch of free tutorials you can find and it is really easy to use.

Testing Tips

Not sure what to test? If you are pressed for time, just split test 3 headlines which are totally different in nature. If you have a little bit more time, test your opening paragraph, test your bullets, your benefits, your guarantee statement, your call to action and even your offer.

Lead Generation

When you are generating leads and presenting offers to people, your ROI calculation is a little different, so here is a quick way to make things a bit simpler without compromising the accuracy of your test resutls.

• Cost per Lead = Traffic Expenses / Number of New Leads

With this simple formula, you know exactly how much each new lead would cost you to acquire.

• Value per Lead = Revenue / Number of Leads

With this other simple formula, you know exactly how much money each lead is worth to you.

• Cost per Lead < Value per Lead = positive returns
• Cost per Lead > Value per Lead = negative returns
  

Now you put these numbers together and you compare them. When cost per lead is lower than value per lead, you are making money.

When cost per lead is higher than value per lead, you are losing money. Simple? Once you have these numbers, you can use them as a guage to see how much you can spend on traffic.

Samuel Ng

“Google AdWords System” (Value: $49.97)
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Hi, I just bumped onto your blog and was quite impressed by this post.. I too would like to learn the online techniques..
Jerilyn Mckinley´s last blog ..Energy Drinks and Their Types

Interesting topic on SEO. There are other blogs out there but this one is helpful.

I’ve been following your blogs for a while now and this is honestly one of the best I’ve read. Its a simple and organised blog. Thank you for sharing this with us.

It’s a really complex task indeed, Samuel. Luckily, you’ve managed to turn the complexity into simple formula. Well done!

Thanks a lot for the testing tips it really halpful for the readers.

Mark

Thanks a lot for such tips about right way of testing!=)
Do love SEO and everything connected!

J Krisp

This is a perfect job you’ve done! I appreciate things which were created to simplify our life as well as our work!

Doing SEO stuffs makes me enjoy. Competing to different websites is very challenging for me. Now i am competing 90 million plus websites.

Warren

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Thank you for discussing the tracking tools that could help me with my online marketing. What are the other tracking tools you can recommend?

Leon

this is good stuff. is your traffic mainly adwords? do you use social networking ads as well? like facebook?

Although this material seemed rather complicated for me, I used to study it and find it useful! Thanks you for your laborious task!

Thanks a lot for the testing tips it really halpful for the readers.

What are the other tracking tools you can recommend?

Truly if someone go with pay per click then must do testing and tracking over time. Really the stuff gives great insight and very useful.

Very informative post,tracking the progress of ppc campaign is very important and the methods provided for testing are very helpful and practical.