Gaoliangju: How to calculate the conversion rate of search engine marketing

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We know that there is no way to calculate the efficiency of the search engine marketing can be significantly more effective, from beginning to end to emphasize that search engine marketing is only to enhance the basic objectives of the site effectively-to attract more searchers to visit, and to enable more visitors to transform. You have chosen what form to use in your site to build the transformation. Whatever they are, the value of search engine marketing is to create more visitor conversions. Now, we need to calculate the search engine marketing conversion rate, and regularly calculate the search engine marketing conversion rate.

Why does your site change over time? Because everything that causes transformation changes over time:

Competitive Mix: Other bidders for each keyword change over time, perhaps the new company introduces a hot product, and its product pages are indexed by search engines, or perhaps an existing competitor cuts its natural search budget and hours. In particular, where the pay is placed, competitors appear and disappear very quickly. Whenever a market participant enters or quits a natural search for a keyword or a paid search competition, the ranking of every other participant is affected. Each time your ranking changes, it affects your click-through rate, and therefore increases or decreases your search engine marketing conversion.

Pay-for-place bids: Your bids and competitors change many times a day, changing your rankings and changing your search engine marketing conversion rate. Because these things are interlocking.

Advertising and Web content: Web content directly affects the search engine's natural search rankings, and each page of the copy and paid placement ads affect the conversion rate, no matter when you or your competitors changed advertising or web copy, each side of the transformation will be affected, for example, If your competitor offers more compelling promotions, your rate of clicks and your conversion rate will likely drop, and if you improve the wording of the login page copywriting, your conversion may increase.

You may be curious as to what conversion rate is acceptable? You may be attracted by the average of your industry research, but only if you are in the average position in the industry (averaging all aspects), the answer is valid for you. You know, across your product line, the conversion rate changes dramatically, and these changes are packaged into the average of the same quality across the business. Some products have a conversion rate of 4%, while others may be below 1%. If the research report says your average conversion rate is 2%, what's the use?

Similarly, the average search engine marketing conversion rate across your entire industry is even less useful. The only way to evaluate your success is to compare your current search engine marketing conversion rate with previous conversions. You should see the improvement over time, although it may not be all up, but overall, you should see that the conversion rate for each product line is increasing over time.

Now that you have identified the need to track the transformation, we tell you a bad news that your site evaluation system may not allow you to accurately track those visitors to your site through the search engine, you should consult your local assessment system experts to see how your system works, Because there may be a way to track your current evaluation system, there are some of the most common tools for tracking transformations:

URL Tracking Parameters: The evaluation system can probably record your landing page URL transmission parameters, identify the specific path through your site visitors-here is the search engine to bring access to the page, the URL itself can be changed, such as adding "refer=airghost&ad=67" At the back of your existing URL, tell you which access page of SEO in Hefei has been visited by you. The evaluation system may tell you how many visitors have passed through this path and have completed the transformation activity.

Program Tracking parameters: Some evaluation system can use the program to automatically process and track the transmission parameters. One way to track this is to need you to add JS to every page of the transformation path--each page is coded along the link--but if your visitor goes to the unmarked page, you lose track of the sales.

Federated code: If your site is running a network affiliate marketing campaign, it may already have a sophisticated system for tracking antecedents and whereabouts. This will allow the affiliate to get a proper commission, and you may get affiliate code (or even every keyword for each search engine) assigned to each search engine and let the Web affiliate track the system to do other things.

Cookies: You can use JS to measure the search transformation for several pages that are strategically placed. No matter what system you use to translate the load log, these systems can record the visitor from the search engine, and record the use of keywords, such as CNZZ statistics, Baidu statistics and other systems. As with other transformations, you'll know each keyword you use, and remember that some paid search engines are happy to place cookies for you, but this poses a security risk that most IT departments will not agree to.

If you can use one of these methods listed to calculate your site search engine marketing conversion rate, then you can see how much flow, the number of conversions and conversions, the value that translates into business, will be well represented, and you can trace the search transformation in any level of detail: a keyword, a set of keywords, The entire search engine marketing campaign, or your overall marketing plan. So, if you can track your site last month to get 1000 extra visitors from a search for a specific activity keyword, and 2% of visitors have purchased 500 yuan, you have generated 10,000 dollars in additional sales through this search activity.

When you can calculate value accurately, you can learn more. Suppose you find that 1% of the visitors are from other forms of transformation, and the conversion of the search is 2%, what does that mean? This will prove that marketing resources are diverted to searching correctly. If you find that the search conversion rate is low, maybe you need to see if there are ways to improve conversion, or if there are other keywords that have high conversion rates, keep in mind that analyzing your conversion index in such detail is important for making the right decisions, and if you take a quick look at the average of the overall marketing plan, However, this method does not help you decide which search page needs to be adjusted or which paid to put the keyword into place.

If you can accurately link the Web site to the search traffic, you will be able to trace the transformation as finely as the tracking source. You can check the sales revenue from each keyword in the search activity and check the conversion rates from individual search engines across the search marketing plan. This kind of analysis can help you gradually improve the quality of your search activity because you know how to do it more effectively.

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