Most people in marketing could tell you how to split test two Google AdWords ads using click through rates (CTR), but sometimes an ad’s CTR doesn’t always indicate success. What really shows an ad’s success and power is how much revenue it’s generating. It’s quite common for an ad placed in a number one or two sponsored position at the top of a search results page to attract a ton of clicks, but not all of those clicks convert to sales. Ads placed in the first or second sponsored position (the ones that look like an organic search result) often get clicked on by those ‘click happy’ users that go for the first thing they see. And since click happy users statistically don’t buy as much as someone who’s put a little thought into why they clicked on your ad, that ad is not as successful as one that has half the CTR but three times as much revenue generation.
Using SalesForce for Google AdWords to Connect Traffic and Revenue Data
Unfortunately, if you’re using Google AdWords alone, you’re not always able to see revenue data. Similarly, if you’re using Salesforce you’re not able to see data about PPC ad performance. Luckily, Bizible Analytics connects that information and lets you compare revenue data in Salesforce with ad performance data populated by Google AdWords. With access to this data, you can now run more effective split tests for your PPC ads and determine ROI.