Live2Support Spotlight - Contextual Advertising & PPC Tracking
One of the reasons why Live2Support has been able to assume a leadership role in the live customer service realm is because of its feature-rich attributes that make it possible to deploy, use and maintain increased levels of targeted web site traffic. One of its prime features, called visitor tracking, allows you to literally get the low down on your site visitors. Short of providing you with an e-mail address, it equips you with powerful data that can help you build a statistically viable visitor profile. One of the ways in which you can leverage this data to your advantage is by integrating this feature with a Pay Per Click or PPC campaign.
What is PPC
Have you ever noticed the search results on the results pages of search engines that are highlighted for immediate identification and action? They are typically featured in the beginning of search results and often carry labels such as “sponsored results” or “Action Results.” These results didn’t get there by themselves. They constitute a highly vibrant form of online marketing called search marketing and have been paid for by advertisers. Each time a site visitor clicks one of these sponsored search results, the sponsor is billed for this action because this mouse click immediately transfers the searcher to the sponsor’s web site.
Contextual Advertising and PPC
Another form of Pay Per Click advertising is called contextual advertising. When you visit a web site that participates in contextual advertising, you are sure to notice one or two-line advertisements which share the subject and focus areas of the page on which they are featured. Each time a site visitor clicks one of these adverts, he or she is immediately transferred to the advertiser’s site and the advertiser is billed for this action.
Measuring the Impact of PPC Campaigns with Live2Support
Live2Support includes in its arsenal, a valuable set of power tools to help you analyze visitor behavior emerging out of PPC campaigns. If you sign up for Google’s AdWords or AdSense programs both of which are PPC-based, (and you should try them out at least once to see if they can increase qualified web traffic to your web site,) Live2Support’s visitor tracking features can accurately assess the impact of the campaign by providing you the data you need to do so. These data elements include:
- Precisely identifying the web page that is generating traffic to your web site
- Geographical location of the searcher
- IP address of the searcher
- Time zone from which the searcher has arrived on your web site
- Amount of time the searcher spends on your web site
- The searcher’s exit page
Our live chat software can help you accurately establish your Click Through Ratio (CTR) which identifies the exact number of searchers clicking through to your web site and responding to your offer. The customizable hits log analysis reports built into Live2Support provide an additional layer of data to facilitate research and gage the effectiveness of the PPC campaign. Facts and figures are provided to you both in real time as well as in the form of graphic representations for easier batch processing. Using Live2Support’s visitor tracking and site analytics capabilities which you can access with a mouse click through the real time visitor tracking window, you can decide whether or not to tweak your landing pages, add new landing pages, test your PPC adverts to determine which adverts pull the most traffic and generate conversions, and most importantly, which PPC campaign works the best for you. As Google, Yahoo and the other search engines swiftly graduate to localized search and geo-location targeted search results, the relevance of this technology becomes even more critical.
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