If I am to ask a pay per click advertiser what the most important statistic is in PPC, I am sure the answer will vary. Some will say it is the CPC while others may say it is the CTR of the actual advert. However, the underlying fact is that the most important statistic is the conversion rate. After all, it is the statistic which will earn you the money in the end. For this reason, it is important to monitor the conversion success rate of your landing page through programs such as Google Analytics. Google Analytics can help you view every statistic about your landing page to make your campaign run just that bit more efficient.
The first question that should be answered is why should you exactly use Google Analytics on your landing page?
However, I would have to provide a warning when using Google Analytics (this is not a drawback to just Google Analytics, but every program that asks to implement a <script> onto your landing page’s HTML). I found that when using Google Analytics for my own website AskWillOnline.com, I saw a significant difference between the stats Google’s Blogger showed me and what Google Analytics showed me. After alot of experimenting and research, I found that Google Analytics only ever records the stats of web users that do not use ad blockers. This is because the Analytics code is a <script> and ad blockers block all <scripts> from showing (which are mostly adverts). Therefore, what you will perceive to be the true statistics of your landing page might not actually be true.
The only benefit I can say is that these ‘ad blocker web users’ should not affect your campaign too much because to get to your landing page, you need your advert to be clicked on. For it to be clicked on, it needs to be either on a publisher’s website or Google search results. The web user with ad blockers running will not be able to see the advert and therefore enter onto your landing page. The ad blocking web users affect your landing page’s Google Analytic statistics the most when the source of traffic to the landing page is from adverts appearing on places ad blockers cannot block: search result adverts.
|Should You Be Worried About Click Fraud?||1|
|Coral – Analyse A Real PPC Campaign||2|
|4 Universal PPC Landing Page Tips||3|
|7 Important Factors to PPC Marketing by Brian Newmark||94|
|Brian Newmark shares his Weekly Pay Per Click Insights||71|
|So Many Options In Pay Per Click, But Keep A Close Eye On ROI, by Brian Newmark||39|