An interesting Search Engine Advertising (SEA) study ran across my inbox today posted by AutomotiveDigitalMarketing.com
Fair enough – they pointed to a study of 400 sites and used advanced statistical analysis that I don’t have time to study. They noted that your mileage may vary and of course you have to consider the source. I know I’d certainly never want to test this model but I didn’t have to. At one time last year before I started consulting with them, a client of mine had a credit card issue which stopped all Google PPC advertising for about 22 days. So using Google Analytics I compared that 22 day period with the 22 days prior to the payment snafu.
Indeed, even though they rank very well in organic searches, traffic decreased by just over 20% and conversions declined by a similar percentage. Historically about 22% of our traffic comes from SEA so I’d have to say this confirmed Google’s findings. Search Engine Marketing is a tricky but the only thing you can at least try to control is PPC advertising. You control the message, you control the landing page and since you control the budget – you also control the traffic.
Fair enough – they pointed to a study of 400 sites and used advanced statistical analysis that I don’t have time to study. They noted that your mileage may vary and of course you have to consider the source. I know I’d certainly never want to test this model but I didn’t have to. At one time last year before I started consulting with them, a client of mine had a credit card issue which stopped all Google PPC advertising for about 22 days. So using Google Analytics I compared that 22 day period with the 22 days prior to the payment snafu.
Indeed, even though they rank very well in organic searches, traffic decreased by just over 20% and conversions declined by a similar percentage. Historically about 22% of our traffic comes from SEA so I’d have to say this confirmed Google’s findings. Search Engine Marketing is a tricky but the only thing you can at least try to control is PPC advertising. You control the message, you control the landing page and since you control the budget – you also control the traffic.
