Hello, I'm sorry my first post on here is a question. I need to get more into this myself but basically I have another job within the business and I need to check to see if something someone told has told me is true. I'll get straight in... Our items are not cheap We operate in a price sensitive market Market prices fluctuate almost hourly Stock is not always available and can be unavailable for weeks. Stock is often updated. So despite the obvious issues with managing the PPC campaigns behind this, our new customers have incentive to search and search often..... Scenario.... CLICK 1) A users searches on Google for a product and finds a PPC ad of ours, clicks on it, lands on our site and discovers us. CLICK 2) A couple of days later he or she decides to check us out again... cant remember our name and does the same search, sees the same ad and clicks through.... asks friends or collegues if anyone has ever dealt with us or heard of us... , maybe she/he speaks to their spouse/partner.... about a potential purchase.. CLICK 3) A couple of days maybe the same thing after checking funds etc.... and makes purchase Three clicks, same user in a week.... Simple?... maybe not..... Yesterday, during a pitch for our business, I asked a hopeful incoming campaign manager about monthly reporting to outline our click information against order numbers. Just to understand the level of price researching done against new products vs older established items. I also want to compare the click and sales information from PPC against other various channels, including existing and potential affiliate and pay for inclusion online advertising. An apples vs apples comparison if you will, essentially to understand behaviour and to know if we are paying twice or more for the same sale. Initially just to understand it and evaluate if something can be reasonably done and if it is would it effect the general effectiveness of the entire network of channels. PPC clicks and management costs need to be met, but how do we deal with affiliates....(broader discussion) I hope my reasoning for this data is understandable. However, a young Adwords campaign manager said this was irrelevant because Google only charge for clicks from the same user if the clicks are more than a month apart. He referred my to something in the GA reports in conversion rates on 1 click vs conversion rates many clicks.... Although he wasnt sure... This was a surprise. Its been about three years since I was involved in this but I and a team used to spend a day each month going over our reports with the excellent agency we used, trying to understand what was happening more and to have more clarity on the spend and the real ROI. Being young and keen to impress I can help but feel this lad is over reaching with his answers. Or is it true..... Do Google Adword campaigns only get charged once per user (cookie) per month? If this is true then it changes everything related to how we deal with our behavioural understanding of our customers and certain things which were important, become less so and certain things which were unimportant, become more so.
Hi, In simple terms no thats not correct. You pay for all the clicks not just one per user per month. I build attribution models for value / conversion apportion based on all the clicks that lead to a sale, to do this we match all clicks per users to the costs - and all clicks per user are charged. For more information and a good example on conversion metrics within Adwords follow the link http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=107055
> Google only charge for clicks from the same user if the clicks are more than a month apart I don't know where he got that idea from but I too don't believe that's correct. Multiple clicks from the same person is part of advertising and doing business online. Frankly, while your scenario surely happens, it's not as if *every* prospect searches and clicks your ad three times. What you could try however is getting their email and market directly to them. Think of something, some way, an incentive to get them to buy from you now instead of doing the search again later. Make them remember you somehow. Any way you can decrease your click costs and increase conversions, you'll be ahead of the game.
Yea that isn't correct, but I think I know where he got mixed up. When someone clicks on your ad, they get a cookie and Google Analytics knows that a particular user came from an AdWords ad. If that person comes back to your site after their first visit via the ad, your Analytics account will say that the person came from PPC (they didn't click on the ad in the second case, but they are attributed to PPC for reporting because they did the first time). In short, he's mixing up AdWords stuff with Analytics stuff. Also +1 to what Lucid says, you may want to look into e-mail marketing. Start trying to build an opt-in email list of your site's visitors and send out a newsletter updating them on price and stock level. That way they have the information they need to buy without having to keep clicking on your ads!
Thank you people. I used to manage a large travel businesses online activities through an agency and we found it very difficult to implement measures to prevent new customers clicking multiple times on an advert. Ideas such as bookmark this page etc... nice but unlikely to work. It was a problem at the time because we had some users clicking on the advert 7 or 8 times prior to purchase. This is why you work on the basis of a CPA I guess but it did need to be understood. vitg, that helps explain this a lot. I can be a little more comfortable now Again, I would like to thank you kind people for your efforts. This has really worked well for me. As I gain more hands on knowledge I would like to be able to help other is the same way. In order to gain more hands on knowledge of what actually takes place at the Adwords and GA coal-face, can anyone suggest any courses I could attend for proper accreditation. I live in England.