Richard Teahon

Top 5 Reasons to Track Keywords in a PPC Campaign

Tracking keywords in a PPC campaign will not only reveal which keywords perform and which disappoint but it will help you manage your marketing budget far more effectively, and ensure every penny of it is spent wisely.

There can be no denying that there is big money involved in Pay per Click campaigns with many businesses paying thousands a month to get the all important client or customer to click on their ad. 

However, tracking which keyword generated the all important click or telephone call is not something many companies see relevance in doing, as often the PPC budget is viewed as a segment of their marketing and advertising budget and subsequently the keywords which should be examined for effectiveness are overlooked. 

It can also be the case that the company simply is too busy to examine keywords for the revenue they bring in and it becomes something to do at a later date which in reality never gets done.

It is and remains however, vital to track the effectiveness of keywords.  Consider:

1.       Tighter budget controls:  A company which has a PPC budget of £200 per month is probably not getting value for money out of every click.  If they are using ten keywords to generate traffic to their site, the chance of all of them providing traffic which leads to a purchase is slim.  If 50% of the keywords are performing well, the company is wasting 50% of its PPC budget every month.

2.       Greater profit:  Once effectiveness keywords are identified the budget can be allocated to these terms for the PPC campaign.  This increases relevant traffic to a site and increases profit accordingly. 

3.       Cost cutting:  Through slashing ineffective keywords, it becomes possible to target areas of company spend which are surplus to requirements, and save outgoing costs.  In terms of PPC campaigns this can be considerable.

4.       SEO: A technique many SEO companies use is to use a PPC campaign to identify relevant keywords.  Tracking keywords on how many clicks were generated from a keyword is fine but this does not determine relevance, tracking a keyword from the first click to the sale however, provides a far more accurate picture on what keywords yield the best results for an SO campaign.

5.       Phone call tracking:  It is possible to track the source of telephone calls to keywords.  Again, this provides a highly accurate picture of what keywords are pulling their weight and which need to be dropped.

Keyword Tracking Companies

Companies do specialise in keyword and call tracking and the services they offer tend to do the job.  Only one company in the UK however, can track a keyword from the first click to the end sale.  This is the holy grail of keyword and call tracking and businesses should look for this in any call or keyword tracking company they employ.

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