SEO and PPC both have clicks, conversions, and leads. However, a common misconception is that clicks are the same thing as leads. Think of it like this: you wouldn’t consider someone who briefly came into your business and then ran away yelling about how horrible it was a lead. Similarly (though less scary), you wouldn’t consider someone who came to your site for a brief period of time a lead.
Picture this: Someone clicks on your ad to your home improvement website. They get to your beautifully designed website and they love both your services and website. HOWEVER, they are looking to shop around first before committing. They are not a lead until they actually contact you in some way.
What Are Clicks?
If you keep your ads relevant to your target audience, when someone sees your ad in the search engine results page or across Google’s Display Network, they might be intrigued by what your ad offers and click on it. The click will then send the user to a specific page on your website that you chose for the ad.
Clicks are important to get your website traffic in order to turn into conversions.
Aren’t PPC Clicks Actually Leads?
While clicks may be qualified to become leads, they are not considered leads. A click on an advertisement allows the user to visit your website and see if he or she wants to actually send you their information.
What Are Conversions?
Conversions have nothing to do with actually driving traffic to your website, but instead are when a user makes a choice to complete a desired action. These actions are steps that actually get you closer to the end of the sales funnel and to closing the sale.
Conversions can include things such as: filling out a form, calling a phone number, or completing a specified action on the webpage.
The illustration below is an example of a conversion. If someone wants a free website analysis and fills out the form below, they would be considered a conversion.
If there were additional steps required for the conversion and they did not complete those additional steps, they would be considered non-converters and abandoners. Abandoning a conversion is best illustrated by someone putting an item into their online shopping cart and then leaving without actually purchasing the item.
Aren’t Conversions Leads?
Many conversions are considered leads. However, there are many events that you may want to track on your website that are not leads. Some actions may include: e-mail newsletter sign-ups, free e-book sign-ups, or even when someone clicks on a link to one of your social media pages.
What if My Clicks Aren’t Getting Conversions?
If you’re having trouble getting conversions through your clicks, you may want to make sure that conversion tracking is set up correctly. If it is set up correctly, you may want to look into optimizing your account. We can help!
Clicks are what drive conversions. Clicks are important to drive traffic to your website, but they do not tell the whole story. If your clicks are not driving conversions, you will need to optimize your account. This can include evaluating keywords, ads, and even conversion rate optimization. More on optimizing a PPC account will be discussed next week in PPC Me Now!
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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