Question about conversion rate in ppc

[WayneRooney]

Hi guys,

Im managing the campaigns in the company that im working and so far i think that the results are o.k more or less.

The problem is how can i really know if it is o.k ?
I really don’t have any data to compare to…

For example, this is campaign from the insurance niche from the uk :

Clicks – 132
Impr – 6,958
CTR- 1.90%
Conversion – 20 (Not inducing the one that calls the office)
Conversion rate – 16%
Total cost – 704£

How can i know by these number that the campaign is working ?

Same here (T-shirts campaign for the Spanish market):

Clicks – 1,219
Impr – 26,177
CTR- 4.66%
Conversion – 56
Conversion rate – 4.5%
Total cost – 493€

Probably you will say, check how much you spend and how much you got back ?
This is also a problem for me. I can see the numbers of the conversion but because we are not eCommerce so i cant really know the total income.

Do you know if there’s is a way that each for quote that coming to our system
so i will know where it came from ? Like a comment in the url or something ?

I think that 90% of our income/quotes comes from the organic as we are ranking very high in Google so its a bit mixed in the system.

Any feedback or tips here on this will be very welcome…

[Vacatia_SEO]

This is a common problem and one that is integral in figuring out how much a conversion is worth to your company. So I have some questions.

Is a conversion an actual sale or just a lead? If it is a sale, you must figure out how many conversions came from ALL channels. So you say that you believe Organic accounts for 90% of your conversions. Do you have Analytic goals set up to prove that or are you assuming? Also, you mention that the ads generated calls to the office. Do you have phone tracking set up? If not, I would do that too, because if ads are generating calls, the campaigns should get credit and the answer to your question will become more clear.

You will also want to tag URL:s properly so you can analyze the traffic in Analytics. Knowledge is power and if you can understand where conversions are coming from, you can maximize your PPC efforts so you're bringing in the traffic that is most likely to convert.

In a nutshell, get your tracking in place and don't make assumptions on where conversions come from. Also, you need to find out how much the company makes per sale and use that as a base to decide if your marketing spend is worth the investment.

[WayneRooney]

Thank 's exactly the problem, because our site is not ecommerce so for us conversion = Lead.
I did create in ppc conversion name and gates  so i can know if the conversion is email details,
Or thank you page, but still its very hard to determine if the leads was converted or not.

I know that there is a way to add a code to the url of the ads and then ill see in the quotes system where its coming from. (Im still trying to crack it and to understand how to do it i think the professional name is referral).

We did create goals and targets in analytic so we can know how many comes to the catalog page or fill the quotes form but still in the end we cant really determine the total cost of the leads.

I do believe as soon as ill crack the way to add the referral to the code and ill know in the system from where each leads are coming then we will have 100% control on this.

Thanks

[Vacatia_SEO]

Can you determine the percentage of leads that turn into paying customers? In addition, can you determine the overall worth of each customer? Ie. we have 200 current customers in the month of May and they have brought in a total of 20,000 pounds in revenue, that means that each client is worth 1000 pounds.

I know this is a rudimentary example, but if you can determine:
1- what a client is worth to you
2- How many leads become actual customers

Figure that out and you'll know if you are overspending for a lead.

Let's say you convert 20% of your leads to paying customers, then in the example given in your initial question, you will have paid 704 pounds for 4 paying customers. That is 176 pounds per customer acquired. Of course these numbers all hinge on you making sure credit is given to the appropriate marketing channel.

[JasmineA]

Hey Edmond,

Eric definitely has touched on the first questions I would have asked.

As far as tracking your PPC conversions, you need to have Google Analytics (or your preferred advanced web analytics platform) installed completely, with goals set up to track the number of website leads you receive so  you can double check the attribution modeling. PPC might not be the last touch converter, but might instead be initiating a TON of converting traffic to your site.

If you want to track a lead offline in your CRM, you will need to apply manual tracking to all of your campaigns. Then you will also need to have hidden fields in your form to pull this information from the site and place it in your CRM. Whether dealing with insurance, or dealing with Tshirt orders, it's imperative that manual tracking be ironed out and tracked appropriately. I've worked in a financial field before and manual tagging became our life force. It's amazing and great if you do it right!

[WayneRooney]

Thank you guys for your help.
I think that i got here enough information's to continue.