A B2B Paid Search Success Equation Part 2

Quality of visit: assessing the value

Now, let’s turn our attention to the quality of a visit and how it factors into your paid search success equation.

To start, let’s get personal. What’s the value of a visitor to your site? (Play annoying game show music now). Okay, time’s up. The answer is, of course, that it depends.

Yes, it was a trick question‚ but the point is that there’s never just one definitive answer for this. The value of a visitor to your site should depend on the action they take while there.

Yet all too often, B2B marketers routinely identify a call to action, implement a tracking pixel, and plunge forward with their SEO PPC campaign with little regard to the differences in value.

Why is this? Especially considering the complexity of the buying cycle, and as noted earlier, that prospects are in different phases of it. For instance, some visitors may want to register for email updates or free white papers while they are researching their options. Others might want to look up product specifications or use product comparison widgets as they edge closer to making a buying decision.

Given that, each specific call to action on your site should have an assigned value, dependent on what it provides. Consider registrations – they actually capture user information, so naturally, they should receive a higher value than other actions where the visitor remains anonymous.

Essentially, what you want to do is create a quality index. Why? Because having a clear understanding of the value of a visitor (essential with all search engine marketing) can help you shift your marketing pounds away from the keywords that don’t perform strongly, to those that do.

To accomplish this, first identify all of the different actions a visitor can take on your site. And be thorough. Then rank them in order for the value they hold. Next, assign values to each action based upon what it delivers for your business.

Once you have your calls to action indexed, use a tracking system to capture these actions that occur as a result of paid search activity, and incorporate these values into your optimisation efforts. Lastly, use this information to inform your bidding strategy.

The bottom line is that while keywords, ad copy, and landing pages are fundamental to paid search, alone, they won’t add up. Tracking and understanding the quality of a visitor are also essential to your paid search success equation.

Unrelated Note

Please remember that if you pay peanuts you get monkeys, quality PPC and SEO agencies charge for the high standard of service their clients receive. Here at Summit we’re getting bored of clients asking for cheap search engine optimization and PPC.

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