It is normal for a search engine marketing company to run a PPC campaign like clockwork. Hours fly by when a pay-per-click ad manager is plugged into the AdWords interface constantly revising the parameters of a campaign, re-doing ad copy, adding and removing keywords and fine-tuning bids. Most of the time, pay per click management zooms in on metrics such as click through rate (CTR), cost per click (CPC), cost per conversion and conversion rate.
This is almost second nature to any search engine marketing company and there's nothing wrong with focusing on these things as they form a narrative of what is happening in the campaign. However, an equally important question that is easily overlooked is: why are these things happening?
It is almost a given that pay per click management would utilize PPC conversion monitoring tools and scripts, however, there are pertinent information only web analytics can provide in order to complete the your PPC campaign's big picture and ultimately, help you or your partner search engine marketing company tweak some of the strategies that are not working or do more of the tactics that are producing results.
Bounce Rate
While it is true that for most cases, a website owner would want a low bounce rate, there are times that one should wish for the exact opposite. A high bounce rate means that when users arrive on your site, they never browse beyond the landing page. It can also mean they don't stay long on the site.
This all boils down to your PPC campaign's call to action or objectives. Pay per click management services dealing with e-commerce sites for instance should have low bounce rates because the progression from arrival at the site to actual conversion or sale will take several pages. However, if you incorporate a squeeze page on your landing page, you would want a low bounce rate because that means your squeeze page is serving its purpose.
Average Time on Site
This is basically self explanatory. Average time of site measures how much time internet users or site visitors spend on your site.
The same principles apply here. A search engine marketing company working on the PPC campaign of an online retail enterprise would want prospective customers to spend a lot of time on the site as ordering products online can take long, especially if the customers are really interested in the products and scrutinizing each of them. However, if the pay per click management is for a one-page site containing a form, this analytics data should be low. If visitors spend several minutes to complete a form, then it might be too complicated and this is a barrier for conversion.
Clearly, pay per click management would entail a search engine marketing company pondering about direct and obvious metrics. However, using web analytics can enrich the data and can give rise to fully optimized PPC campaign.
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