Conversion,Attribution,through business, insurance Conversion Attribution through Keyword Tracking
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Conversion attribution is in a nutshell, the factors whichattribute to a person finding your business online and purchasing a product orservice. To take this to the nth degree,it begins which what prompted an initial search for the product or service inthe first instance.Consider:· Radio advertisement· Television advertisement· The customer or client need for the product orserviceThese elements barely scratch the surface of the drivers forcustomer or client purchases and subsequently are the hardest part to trackwhen ascertaining conversion attribution for your business.One method is to ask the customer or client to complete ashort questionnaire. Though the datacannot be considered 100% reliable and should be taken with caution.Presuming a client or customer is going to perform an onlinesearch for your business, the task of gauging the factors for conversionattribution becomes a little easier though not without its difficulties. This is where keywords come into play, and through trackingthe keywords which led to a purchase, your business can better gauge itsmarketing spend ensuring every penny spent on promoting the business and thebrand contributes to making the sale.However, consider the following scenario:· Customer hears radio advert for your product.· Customer searches for your product on Google.· Sees your PPC advert and clicks it. Browses the site makes a mental note of itsURL.· Searches organically and finds the site oncemore.· Buy a product.Do you attribute the sale to the organic search on theinitial PPC ad? It would depend on howyou were tracking the keywords on what you would conclude. A significant problem arises if you cannottrack the keyword from the start of the process to the end purchase.Consider this scenario:· You have two PPC ads running for the same keyword.· Customer hears radio advert for your product.· Customer searches for your product on Google.· They see your add which specifies the contactnumber for your business.· Customer dials the number and buys product.Here the problem lies in identifying which ad prompted thecustomer to pick up the phone and buy?This problem together with many others attributed to conversionattribution and keyword tracking have been addressed to varying degrees ofsuccess. The better companies in thisfield have managed to track a keyword right through from the initial search tothe final sale.The better call tracking software has also managed otherprocesses such as recording call conversations, staff performance management,and sales lead conversion, in addition to keyword call tracking.
Conversion,Attribution,through