Many e-commerce site owners are fully prepared to spend more on AdWords if only the results would justify the extra levels of spend. Often some borderline results will make the site owner nervous about increasing their outlay and exposure to risk, as a bad week could be extremely costly.
In previous times the only metrics to consider would be fairly limited, relying on goals and e-commerce tracking to make decisions, but with the advent of multi-channel funnels we can now assess how traffic from different sources is contributing to the overall mix.
This is extremely powerful data as your AdWords Campaign may ALREADY be delivering significant ROI, and therefore totally justify an increase in your budget.
Conversion Data in Isolation
Let’s look at this fictional example of a typical e-commerce conversion screen in analytics:
The data displayed gives you useful information on which campaigns are converting, how many transactions are being generated, how much revenue is attributed and what the conversion rate is.
However, this section does not give you the whole story as to how AdWords could be contributing to other conversions.
How Do Assisted Conversions Work?
A visitor can arrive at your website via an AdWords click but may not actually make a purchase on the same visit.
They could still be in research phase, they may bookmark your site and come back later, they could get interrupted and have to return later.
Whatever the reason for them not purchasing on that visit, AdWords should still claim the conversion if they come back and this MUST be considered when you are assessing if your AdWords is working for you so you can make valuable decisions on budget.
The value of assisted conversions from all sources can be tracked in analytics:
The table above shows that AdWords contributed a further £50k plus in revenue that is not included in the first table. In this example that is nearly the same amount of revenue again that would previously not be considered as being generated via AdWords.
You can even break this down into individual Ad Groups as below:
PPC Could Already be Your Biggest Asset
What these tables demonstrate is that Paid Search could already be your biggest asset and highest contributor of traffic and ROI but you are unaware of the real impact it is having.
It is well worth investing the time and effort into ensuring that your data is accurate and correctly tracked, therefore enabling you to assess what value there is in assisted conversions.