Question: In my PPC campaign, I land my customers on specific products Would I want to exclude them from robots?
Answer: Yes! Ideally, you want people to land on your PPC landing pages coming only from your Google AdWords campaigns, and even better you want a specific PPC landing page for each Ad Group. Why? Because when you measure your ad results, I.e., measure the ‘conversions’ from a landing page, you want to know that 100% of that incoming traffic was paid traffic.
Consider this example. Say you had 100 people land on your landing page to buy your widget. And of that 100, say 10% (or ten) actually bought your widget. Now where did these 100 prospects come from? If they ONLY came from your Google AdWords campaign and you spent $1000, then you know that you paid $100 per successful purchase. $1000 / 10 = $100.
Now, say that of this 100, 50 came from free SEO activities or elswhere on your website. They did not originate via Google AdWords. This changes the math. You now paid $1000 for 5 successes on that originated from paid advertising, for a price of $200.
You can only see this if you track conversions and you ‘segregate’ your traffic streams into a paid, PPC stream and an unpaid SEO stream. Google doesn’t do a great job of reminding you that you should always compare the traffic you can get for ‘free’ via SEO with the traffic that you pay for, PPC. They are happy to take all your money for PPC, and not give you much advice about SEO.
That’s why their name is Google. It stands for a really big number, like in their profits!
Got a question? Click this link to email Jason or call 888-993-1122. Dr. Jason McDonald is founder and Senior SEO / Social Media Director of the JM Internet Group. He teaches the SEO training classes for the group, and therefore provides most of the SEO tips for this blog. His goal with this blog is to provide an easy 'one-stop shop' for the busy marketer looking for tips, tricks, and secrets on how to get to the top of Google and Bing for free using proven SEO tactics. When not dreaming up SEO tips, Dr. McDonald lives in the San Francisco Bay Area with his wife, two dogs, a cat, four iguanas and twelve children (just kidding). Really you read down to the bio on this guy? Enjoy the blog.
on SEO | AdWords | Social Media