Imagine a stellar PPC program: Its CPCs are under control, the account is hitting monthly budgets right on the dot without caps, negatives are in place, and the structure is solid… However the lift in conversions and conversion rate is minimal at best. The above scenario seems to be common and most companies are content with their conversion rates because they believe their sites are fully optimized. Should a conversion rate really be acceptable just because it is on par with industry averages? Even when considering all the blood and sweat put in to drive quality traffic? Put in perspective, the performance of a brick and mortar store’s sales manager who cannot close the deal with 98 out of every 100 customers would likely result in one out of work manager. So, why should we treat the online sales so differently?
The solution to overcome this fatigue is simple – listen to visitor engagement. Various customer insights tools, such as IgnitionOne’s engagement scoring technology, help advertisers overcome this strenuous task. Some of the applications of this technology that directly impact the conversion rates include:
- Interactive Pop-Ins : Interact with those users that reach a threshold where they are more likely to convert
- Smart Remarketing : Remarket to a selective pool of high quality leads
- On-site Content Optimization : Display the most relevant content to the user
- CRM integration: Personalize email content based on relevant content
- On-site to Off-site : Drive in-person store/showroom traffic through online incentives
Engagement metrics can shed some light on a PPC account’s performance from both direct response and branding perspectives. Below are the metrics that are tied to campaign, group and keywords performance within the Digital Marketing Suite –
- Number of Sessions
- Average Session Time
- Average Score Change
- Average Final Score
- Average Page Views
- Total New Users
- Total Returning Users
- Interest Categories
Now let’s look at one of the cool ways to slice and dice these engagement metrics and see how they can be utilized to close the loop for your SEM strategy. Below is a quadrant approach which divides keywords into two groups based on their location in the conversion funnel: Low Assisting vs. High Assisting.
The Low Assisting quadrant suggests that keywords higher in the conversion funnel with few conversions and low engagement (minimal average score change, low number of sessions, low number of interest categories) should be considered for replacement via search queries. Likewise, those low assisting keywords with high engagement scores indicate that the visitors are highly involved on the page but are not turning into closers. The area of improvement for these terms is testing landing pages or interacting with the visitor via Conversion Optimization tactics (pop-ins, lead forms, vouchers, etc.)
The High Assisting quadrant suggests that keywords lower in the conversion funnel with few conversions and low engagement should be maintained at best for future value. On the other hand, high assisting keywords with high engagement scores should be considered true introducers, where as it falls on the advertiser to assign the trade-off value as a direct converter versus contributor.
While the above examples explain only a couple of direct response scenarios, a lot can be deduced from analyzing this data, including branding initiatives. The key benefit of this technology is adding in the visitor intent into the equation and tying it back to a PPC program’s success. It gives advertisers the chance to actively listen to their customers’ online behavior and let them choose what they desire to do with that information. Are you listening to your customers?