Facebook Ads Vs Google Ads Vs Instagram Ads Vs Linkedin Ads: Which will get you better ROI

Facebook Ads Vs Google Ads Vs Instagram Ads Vs Linkedin Ads: Which will get you better ROI

It’s no news that Advertisement has a huge impact on sales. Digital Advertising has made it a lot faster, easier and cheaper to advertise your products.

With the number of internet users being on a steady rise at 11 users per second daily, online advertisement is now one of the biggest ways to promote your products and table your offers. It should definitely be part of your content promotion plan.

The bottleneck with Digital Advertisement is picking the right platform to use, one that would give you the best returns.

It would be refreshing to know the platform with the best ROI for your business. 

Many Digital Marketing Experts have pounded on this, and after interviewing four digital marketing experts the answer still remains the same – it depends,  not the answer you’re looking for but read on.

Picking the best platform for your business depends on a number of factors, like the kind of business, the goal of the business at that given time and your budget. This is because these applications were launched at different times, for different purposes and dissimilar consumer profiles.

In this article, we’ll make the task of choosing or not choosing a platform less daunting by giving you an actionable strategy to use when choosing an advertising channel and also by comparing Facebook, Google, Instagram, and Linkedin Advertising Platforms; based on their features, cons, pros, most expensive, the platform with the most views and benefits with respect to years of research and experience of Digital Marketing Gurus.

Comparing Facebook, Google, LinkedIn and Instagram Ads.

The Ad Formats


With Google Ads, you can target ads based on what users are searching for on Google, your ad can be in the form of text, image, video or call. You can also narrow who sees your ad by adding age, gender, demographics and country. 

  • Text: You can advertise your product or service by targeting search keywords and phrases. For instance; if you’re a legal lawyer in California looking to advertise your service on google. You target keywords such as “legal lawyers in California” or “I need a legal lawyer in California”. So when someone searches for the picked term your ad shows on the result page like so; 

With google text ads choosing the right search term to target for is prime. You want a phrase with the right volume and audience for your business.

  • Image: You can use static or interactive graphics or animated ads(.gif and flash format) to place your ads on businesses that partner with google on their website or app. 
  • Video: Google places your video ad on YouTube or across google’s video partner sites depending on your goal, settings, and type of content you want to promote.


  • Call:  Google drives phone calls to your business with ads that include your phone number. People can click on these ads and then call your business directly.                    
  • Product cart Ads: Your Ad will be displayed to people shopping online for that product or related products.                                                   


With Facebook , You can target Facebook ads based on their age, gender, languages, activities they perform on the app, or lookalike audience (ie profiles that are identical to your existing customer profile.).With Facebook ads, you can showcase your ads using an image, video, carousel, slideshow, instant experience, and collection.

  • Photo: Facebook allows you to show engaging photos on your targeted user’s feed, stories or even their Facebook messaging platform.


  • Video: You can showcase a video ad to your target profile on their feed or story. 
  • Playables: Playable ads offer people an interactive preview on Facebook before they download an app.

  • Instant Experiences: formerly known as Canvas, allow you to create a full-screen, fast-loading destination designed for mobile and add them to almost any ad format.

  • Slideshow: Slideshow ads are video-like ads made of motion, sound, and text.
  • Carousel: Carousel ads let you showcase up to ten images or videos in a single ad, each with its own link.


You can target LinkedIn ads based on location, company name, company industry, size, the school they went to, years of experience of a particular skill, gender, target groups, and age.

  • Sponsored Content: This Ad type appears alongside content LinkedIn members curate for themselves. You can think of them as promoted posts, as they are essentially amplified versions of the links, media, or messaging you would normally share through your Company Page.
  • Sponsored InMail: You can use this feature for sending personalized messages to highly targeted recipients. Sponsored InMail only delivers to active LinkedIn members, there is no need to worry about messages bouncing or landing in abandoned inboxes. You can tailor your content directly to the audience, and a responsive design ensures that your CTA button is always visible on any device.
  • Text Ads: Linkedln displays this ad on the side rail or inline. It is only shown to desktop LinkedIn users.


Instagram ads are identical to Facebook ads. You are able to target profiles based on demographics, gender, interest, behavior, lookalike audience, custom audience(people you know by inputting their email or phone number), automated targeting(they create a profile based on people they think would be interested in your product by their activities on the app). Their Ad format is the same as Facebook. Using Images and Videos on feed or story, Carousel, etc except for instant messaging instead they offer “ explore ads”.

  • Explore Ad: Showing ad Videos or images to people when they are on their Instagram explore page.

Average Cost.

The Average Cost depends on how much you are willing to spend. You have the ability to set a limit on the amount you want to use and see the result it will get you then decide if you need to invest more money or not.

Google: The average cost-per-click (CPC) on Google Ads is $1 to $2 for the Google Search Network and less than $1 for the Google Display Network(Advertising with google partners).

Facebook: If you’re measuring cost per click (CPC) Facebook advertising costs on average about $0.27 per click. If you’re measuring cost per thousand impressions (CPM), Facebook advertising costs about $7.19 CPM.

LinkedIn: On average, businesses pay $5.26 per click and $6.59 per 1000 impressions, as well as $0.80 per send for Sponsored InMail campaigns.

Instagram: On average, Instagram advertising costs between $0.20 to $6.70. For CPC or cost-per-click, advertisers pay $0.20 to $2 per click. For CPM or cost-per-impressions, advertisers pay $6.70 per 1000 impressions.

Audience Volume and Views.

Knowing the user volume and average views of an advertising platform is not so important. This is because their volume and views do not determine their user engagement rate with your ad.

I mean you won’t want to advertise on a platform with 0 views but even if a platform has 20,000 views and another has 200,000, your decision should still be based on if these views include your target audience because if not, you are advertising to people who are not interested in your product or service. In other words, you are wasting your time. You can advertise on a platform with 200,000 views and your conversion rate will be 0.1% and on a platform with 20,000, your conversion can be 2% depending on your customer profile.

Google: Google now processes over 40,000 search queries every second on average which translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide.

Facebook: Facebook has a total of 2.5 billion monthly active users and 500 million Story viewers.

LinkedIn: LinkedIn has 627 million monthly users and 40% of monthly active users use LinkedIn daily.

Instagram: Instagram has 1billion monthly active users, 500 million+ story views daily and 4.2 billion photo likes per day.

Average Conversion Rate.

The conversion rate is the number of conversions divided by the total number of visitors. For example, if a site receives 200 visitors in a month and has 50 sales, the conversion rate would be 50 divided by 200, or 25%.

Facebook: Facebook has a conversion rate of around 9.21%, which is very high with respect to the number of users they have monthly.

Google: Google’s average conversion rate hovers around 3.48% for search ads, and .72% on the display network. Display ads, therefore, are really best suited for strong campaigns.

Linkedln: Linkedln has a conversion rate of 6.1% for sponsored posts, 3.48% for text ad and 2.5% for Inmail ads.

Instagram: Instagram has a conversion rate of 1.08%.

Average Click-through Rate.

Click-through rate is the rate at which your ads are clicked. This number is the percentage of people who view your ad (impressions) and then actually go on to click the ad (clicks). The formula for CTR looks like this:

(Total Clicks on Ad) / (Total Impressions) = Click-Through Rate

Google: Currently, the average click-through rate for search ads on Google is 1.91%. Whereas the average click-through rate for Google’s display network(Google partner websites, videos, and apps) is 0.35%.

Facebook: The average click-through rate for Facebook is 0.9%

LinkedIn: Presently, the average click-through rate for search ads on LinkedIn is 4.1% for text ads and 0.39% for sponsored content. LinkedIn is improving rapidly, hence the ctr is subject to constant change.

Instagram: The current average click-through rate for Instagram ads is 0.52%

Audience Type.

Google: Google’s audience type varies, old, young people all “google it”. Before advertising with google, the one time you ought to do is check the search term with the best ROI for you. This guide can help you.

Facebook: Facebook is actively used by individuals between 29-65 years, mostly college graduates. It’s a good place for B2B advertising, eCommerce and service-based ads.

Linkedln: Linkedin comprises majorly by individuals looking for job opportunities and others offering jobs and rarely for personal use, with their ages between 20- 50 years. It’s best for B2B content, Finance and it wouldn’t be so good for eCommerce.

Instagram: Instagram is used majorly by a younger audience, focused on small scale businesses, eCommerce and lifestyle.


Ease of use is subjective and shouldn’t discourage you from using any advertising platform before using it yourself. According to reviews and digital experts; Facebook ads are the easiest to set up followed by Instagram, then google and finally Linkedin. Below are youtube videos on how to easily navigate and set up Ads on these platforms by Gurus in each field. Google Ads, Facebook Ads, Linkedin Ads and Instagram Ads.

Customer Support.

This is important because anything can happen and it’s paramount that you are able to get reliable and fast support when it’s needed.

Google: Google has a customer support number which makes it very fast and you can also fill out their customer support forum to leave a message on their ad forum.

Facebook: You receive help from Facebook by visiting their help center where they have FAQs and also leave a message on their Facebook help community.

Instagram: You are able to reach Instagram by visiting their help center where they have FAQs and also leave a message in their support forum.

Linkedin: You can contact LinkedIn by going to their help center for FAQs and also by leaving an email for them to respond to.

According to the data above, Google has the best customer support then Linkedin followed by Facebook and Instagram.


Retargeting is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away.

All the above-mentioned platforms (Google, Facebook, LinkedIn, and Instagram) have the retargeting function. Giving you the ability to show an ad again to someone that took an action on the ad the previous time.

Here’s a simple strategy you can use to pick an online advertising platform.

  1. Using a Software Program like Opentracker, you are able to track where your existing customers/visitors are coming, you can also see the search keyword, word or phrases that drove them to your site.
  1. Using an eCommerce Teenage Thrift Store as an example;
  1. Know your Audience base: Having a customer profile and picking the right search term is very important here because it’s the base of everything that follows. Most thrifters are between the age of 13- 30 and mostly female.
  2. Have a business goal: Their goal at this point is to get more awareness and conversion.
  3. Check Each Platform for the one with the highest search volumes on multiple keywords for your company.






In addition: You also check for the click-through rate and conversion rate for your keyword and your company type on each platform.

  1. Pick one or two at first based on the highest search volume and the goal at that point: Based on the results above as the thrift store digital marketer I will run ads on Instagram because of the search volume and age brackets of Instagram users and I’ll also invest in google to see which one gives a better return. If it were a thrift store I’ll invest in Facebook, Google and/or Instagram and track the results depending on my ad budget.
  1. Get an Expert or self-study the platforms.
  1. Budget Wisely.
  1. Track the results.

Concluding Thoughts:

Deciding to utilize Online Advertising can make or break your business.

All platforms can give you high or no returns depending on how you use it.

Implementing the tips and strategy shown in this article would help you choose wisely.

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User Engagement Metrics

User Engagement Metrics – What They Are – Why You Need Them

How to increase your ROI by tracking the right metrics.

Do you ever wonder if your product or service would sell? Do you ever wonder whether your audience will find your products valuable?

Every Smart Marketeer is concerned about this.

When you start or run a business, ask questions like these to yourself: what kind of service am I providing? what kind of product am I selling? to whom am I providing or selling this to? is the price within their budget? and, how will I make them loyal customers to my brand?

Answering these questions as honestly as you can, creating a buyer persona, setting your price, and finally crafting an effective marketing strategy will determine the kind of ROI you’ll get from your marketing efforts.

But an iron-clad marketing strategy isn’t enough. You need feedback as your business grows. You need to see how your users behave. Track this user behavior and use the data to improve your services.

If you don’t track it, you won’t know it. If you don’t know it, you can’t improve it. Hence, you lose money instead of increasing profits


Let’s take an instance;

Two competing companies were visited by similar users over a period of one year.

Business A and B are both online women-only clothing and accessories stores.

Business A tracks their user engagement. At the weekly marketing meeting, they tell each other stories about what the users are doing.

They are currently focusing their efforts on getting users to make return purchases.

Take a look at their main metrics for the last month:

With the results above, they were able to plan the following:

Business A discovered that the majority of their purchases came from Ad spend – they decided to spend more time and effort on retargeting ads on abandoned cart users, baiting the ads with discounts to get more returning traffic. At the same time they want to strengthen their emailing list, so that they can become less dependent on ad spend.

They checked the profiles of churned users and realized that they consisted mostly of unmarried men, not the ideal customer for a women’s only clothing store.

They decided to:

– Not target their ads to single men, and

– add a pop up for bouncing users to know why they are leaving. Is it the website design, speed or plain lack of interest?

They will be reviewing the results beginning next quarter.

From the tracking results, they were able to segment their audience and decide the kind of emails to send:

– upsell complementary items for first time customers who purchased on the first session,

– send out omens of concern to users who abandon their carts, and

– incise loyal customers to fill in Get-a-Discount-For-Feedback survey.

They continually check the profiles of customers that purchase and target people with similar profiles once a pattern emerges. They experiment to see what type of upsells are working.

With the results Business A got from tracking their user engagement, they now have the power of segmentation, a better understanding of who their customer is, and the ability to plan the next year with intentionality.

They know how to improve their sales by crafting the targeted ads to be more tailored and personal.

Their email marketing efforts are improving and they are creating surveys with higher response rates, and relevant data-points. As long as they continually take action based on their findings, they are likely to improve their ROI in the coming years.

Business B on the other hand does not track its user engagement. Their marketing team meets often to debate strategies and the best debater often determines the direction and marketing spend. As a result, they have a very good idea of direction, but spend almost no time testing their ideas in the market by focusing on customer metrics.

They target the same demographics year over year, thinking a bad year will come and go. And when they target a different group, it’s based on motivations echoed during the marketing team’s quarterly strategic debate. Marketing means spending time and money on SEO but it’s not known if it achieves desired returns. The head of marketing is convinced that SEO is getting results, but there is no data to back it up.

Overall, they are making choices because of what they think instead of what their users and customers are telling them through their own behaviour. There is no story based on data.

A customer’s experience highly affects their engagement and in turn your sales. If you don’t address their needs and quell their objections, they leave and become one time customers. As a result, you’ll lose money or make less than what you could have. Studies show customers don’t mind brands tracking their habits as long as it improves their experience.

Customers are the pillars of a brand. Using your user engagement analysis as a means to improve their experience will make them loyal to your brand. They may become advocates and recommend your products and services to others. This gives your brand a type of trust that you wouldn’t get with other marketing efforts.

Key customer engagement statistics

Key customer engagement statistics

Statistics chart from financeonline.com

One time customers generate short term sales and short-term profits. Conversely, long-term returning customers generate long-term sales and then long-term profits. We are pretty sure you prefer the latter.

In case you’re still unclear about what User Engagement is, here’s a concise definition:

User Engagement is an evaluation of how people respond to your brand’s offering. It could be a service or a product.

User Engagement can be assessed in so many forms, like the number of views on a site, number of page shares, number of clicks on your ads, bounce rate, etc. The type of metric you use to assess engagement largely depends on your company and what you’re offering.

For instance:

Company TypeActions to be considered as an engagement
Visual Content Site
  • Liking/commenting on a post.
  • Reading a post.
  • Sharing a post.
Invoicing software
  • Creating an invoice.
  • Adding a new customer to send an invoice to.
  • Receiving payment
Online Survey application
  • Creating a survey.
  • Sending out a link to your survey.
  • Sharing survey site to someone.

Important User Engagement Metrics

Here are a few key important metrics, in as much as they’re subjective to your brand, they’re the KPIs that will be relevant and useful to any brand.

  1. Users: users are a vital aspect of your brand, various ways you can track your users include measuring your Active Users (daily, monthly or yearly active users, you can use this information to know the kind of visitors you have overtime.

If they fit into your customer profile, what products or pages they interact with the most, the users that keep coming back over time, and where they come from.

  1. Sessions: A session happens when a user or a customer spends time on your app or website. With this metric, you can determine how often each person engages with your app or website.
  1. Session Duration:

How long users stay before they leave. – knowing how much time users spend on your app/site will help you know how engaging it is and how best to improve it.

  1. Retention rate: This is the number of users that return and become long term customers.

Tracking this metric will help you identify who your loyal customers are, who to maybe give discount codes, send Feedback-surveys to and also use their profiles to retarget ads if need be.

  1. Churn/bounce rate: This is the opposite of retention rate, it’s the number of users that leave your site, after the first click, visit or overtime.

You can use this to compare your retention rate to the churn rate. Know the kind of users that leave and maybe send a survey asking what made them leave, so you can improve.

  1. Acquisition: This is the root of where your users come from was it a referral? Ads? , organic search? Social media? or a Paid search?

Understanding where your interactions come from so you can budget your customer acquisition cost better, decide what marketing activity to focus on and what to spend less effort on.

  1. Screen flow: With this metric, you can see what your customers /users interact with the most.

Find out what makes them have longer sessions, what triggers them to leave – With this, you can restructure and redesign your app or website based on the results you get.

All of these metrics are interrelated and it’s the best when you track them together in a dashboard, rather than independently.

It’s not just these metrics that matter. There are other engagement metrics and engagement actions that depend on the kind of business you run. Cart abandonment rates matter for eCommerce brands, number of comments for blogs and usage frequency for SaaS brands.

Picking the right one for your business is imperative, because not every metric is worth tracking. Not every metric is germane to your brand’s goals and growth. In fact defining just a few metrics to guide you or your team is better than defining too many risking information overload.

Tools to help you track your user engagement metrics

After knowing the what and the why, the how is what completes the circle of growth. In this case the how is by investing in analytics tools that will make it easier for you to understand how your users engage and use the results to improve your brand.

Once you can measure it, you can improve it.

  1. Opentracker:

Image of Opentracker's dashboard Image of Opentracker’s dashboard

This software can be used on your website or app. It will give you a detailed overview of where your visitors come from, what keywords they use to find you, and how long they stay on your site, how many times they’ve visited, if your link was shared, and even the city they’re from. This is the holy grail for measuring your user engagement, you have everything all on one, – metrics that will greatly improve your SEO efforts, better-target your ads based on their profiles, and overall brand performance.

Book a free consultation with OpenTracker to get started!

Start your free trial!

2. Google Analytics:

This software is the swiss army knife of analytics. It can be integrated with Shopify or Oberlo – it helps you measure performance, segment traffic based on actions, and understand how many actions are performed.


This is a heat map tool that helps you see what needs to be improved on your website. It helps you determine if people reach important content, follow the main links, buttons, and CTAs, and/or experience issues across devices while browsing your site. When you use heatmaps on business-critical pages (including your homepage, product and checkout pages), you make sure you are always creating a great experience for your users.

4.Survey Monkey:

This is a survey software that can help you create custom surveys to get feedback from your customers.


Two key things to always keep in mind when creating a user engagement strategy is – listen to your customers and – keep them happy.

  1. App/Website Speed: 70% of Customers say speed affects their busting decisions, if your app or website is slow or below average and you don’t improve, you are losing potential customers.
  1. Create a customer profile for your brand: Having a profile helps you target the right persons otherwise you’d be wondering why your ads are not effective. It’s because you don’t have an idea of what your ideal buyer should look like. Here’s how to do so and a cheat sheet to help.
  1. Personalizing your brand: Be relatable, customers love it when they can relate to a brand. They feel understood. Personalization starts when you can call them by name. Creating a target profile will take you a long way. 96% of Marketers agree that personalizing their brands improves their customer’s experience.
  1. Efficient customer service/support: Be reachable: Consumers are willing to spend 17% more on a company that has outstanding customer service and 93% of customers are likely to make repeat purchases with companies that offer excellent customer service. Poor customer service/support will cost you a lot. Include a chatbox on your site, offer 24/7 support if possible, have a blog that explains Frequently asked questions/ issues about your brand and how to resolve them.
  1. Website and App design: Make your App and website easy to navigate. Clunky designs can hurt your SEO efforts; poor graphics can affect your app. Colors have a psychological effect on your visitors, so be sure to understand this and make use of color(s) that truly represent your brand.
  1. Invest in analytical software programs: Invest in software like Opentracker, survey monkey and hotjar. Track your Engagement – having an overview of the actions taken by users over time will help you improve your business continually.
  1. Learn to make your customers feel loved: Give discount codes if you can, say thank you when they purchase something, ask for opinions. Customers who already have a relationship with your brand, want to be heard and seen. It builds trust and loyalty.

In conclusion,

You don’t need to guess anymore.

You can see what your customers are dissatisfied with. You can take steps to address them.

Improve your ROI and make more profit by providing value to your customers. Understanding and satisfying your customer base is key.

Tracking user engagement is the way for you to do this.


Author : Vera Agiang

Vera Agiang is an Experienced Marketing Specialist with a demonstrated history of working with B2B FinTech and Saas companies. Follow her on LinkedIn.

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How To Improve your Google Rankings

Improve Google ranking and PageRank

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Summarized overview

In this article, you will find information about:

  • Google PageRank
  • Search engines & keyword significance
  • Google bots and fresh bots
  • Optimizing your pages
  • Content updates: ‘a page a day will send Google your way’

Google is your friend

At the moment, Google is by far the most popular internet search engine in the world. At the time of writing, Yahoo is the second largest, it takes over a majority of remaining smaller engines (Inktomi.com, Altavista.com, fastsearch.com, alltheweb.com, etc.) through its acquisition of Overture. Bing is the 3rd player, and is currently developing their own search engine that will produce independent results.

Numerous big players like Yahoo, Hotbot, AOL, and Netscape use Google engine and indexes.image for google page rank

Google has a unique way of determining where to place sites in result listings, from top to bottom. They use a technology called PageRank:

Most services offer the bare minimum, a counter, for free. If you wish to learn about your traffic in any detail, an upgrade and payment is necessary.

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The word “PageRank” means a system for ranking web pages.

“PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page’s value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B.”

Backlinks and how they affect your pageRank

Links from any page (internal or external) to your site (primarily your homepage) are called backlinks.

Additionally, Google looks at more than the sheer volume of votes, or backlinks, a page receives; it also analyzes the page that casts the vote. Pages that are themselves ‘important’ weigh more heavily cast votes and help to make other pages ‘important’.

Thus, “important, high-quality sites have a higher PageRank, which Google remembers each time it conducts a search. Of course, important pages mean nothing to you if they don’t match your query. So, Google combines PageRank with sophisticated text-matching techniques to find pages that are both important, and relevant to your search.”

“Google goes far beyond the number of times a search term appears on a page and examines numerous aspects of the page’s content (and the content of the pages linking to it), to determine if it’s a good match for your query. “

To find out what your site’s PageRank is, you can download a tool . To check your backlinks, try typing ‘link:www.yoursite.com’ (without the ‘ marks) in the search box.

The above excerpts are taken from an article that was posted by Google, which provides additional background information on PageRank.

Meanwhile the page has been removed, so here are some other links to relevant info:


How to improve your site listings in Google

Getting Started

Check if your site is in the Google database.

If your site is new or you are still building the site, add your site as soon as possible. It can take up to a month to see your site turn up in Google. This is a rough estimate, as the time period is steadily diminishing. You will turn up much quicker if you are linked to a site which is frequently ‘spidered’ by Googlebots; little robot-scripts that index the internet page-by-page. These robots, which search engines send out, are variously called ‘spiders’, ‘bots’, ‘crawlers’, etc.



Google spiders in particular are called Googlebots. There are different types of bots. A freshbot, for example, visits you on a regular basis if you make frequent updates. The advantage of being visited by freshbots is that your updates can appear in Google on a daily basis: something of a positive version of catch-22. The more content you add, the more often you are visited. This leads to the importance of adding content. This is discussed in detail below.

If you have a link from a site that is often visited by a googlebot, then you can appear in Google within 24 hours.


To determine if your site has recently been visited by a freshbot, do a search on Google for your site URL. Freshtags, which indicate the recent passage of a freshbot, will appear in the search results as a recent date (shown just below the single line of site description). They are not rare, however, like clouds, on some days there are none in the sky.

Find link-exchange partners and check their PageRank, a link from a site with a high PageRank is better than one with an low PageRank. The case has been made that linking to a site that has no PageRank will keep your rank down. This is called linking to a ‘bad neighborhood’.

Optimizing your pages for Google

Your site will be visited by Googlebots if you establish one or more links from other indexed sites to yours.

Googlebots scan the content of your pages mainly by looking at the following items:

  • Page title
  • Meta description
  • All text on your page(s)
  • Links to other pages

All these items are of great importance because they should contain your important search keywords.

This is an important conceptual hurdle. The entire internet revolves around the choice of individual words. This process is constantly being refined. It is essential that you are Spartan and accurate whenever choosing your descriptive terminology: words. Try and put yourself in the minds of the people who will be looking for your site. What are the one or two words that they will focus on?

Page title

Make sure your title contains your most important search keywords. Do not make your titles longer than 80 characters (more can be considered as spamming).

Meta description

Google does not index your meta ‘keywords’ tag but it does index your meta ‘description’ tag. Make sure your description contains your most important search keywords.

All text on your page(s)

Make sure your text contains your most important search keywords. More importantly, the pages should focus on your subject, service, product, or area of interest. Put your most important keywords once in your headers, a couple of times in your paragraphs, once in bold once in italic, in your image alt tags, your image names, your url’s, etc.

Links to your other pages

Make sure the Googlebot can find its way through your site. One thing Googlebots find hard to follow is framesets. 

or hidden section where your text and links are located. Adding a sitemap can do wonders for letting Google index your entire site.

Tip: if you have a button on your website that takes you back to the homepage, link it to your domain name (www.yoursite.com) instead of a page called home.html or index.html. Google doesn’t recognize the difference between outbound or inbound backlinks.

Content: update your content as frequently as possible.

The more often you update your content, the more often freshbots will visit your site. Try to add a page a day if possible. The content you generate should be of high quality. Try to find every angle from which you can discuss or describe the subject your site is about. The point is not to generate poor quality or duplicate material. Duplicate pages will lead to penalization. The point is that Google, for example, loves content. It is a question of scale. Think of the old adage ‘an apple a day will keep the doctor away’. In this case it can be revised: ‘a page a day will send Google your way’. More content, more spider visits, more human visitors, more readers, more pages, etc.

All this will contribute towards strengthening your PageRank and realising a higher position in Google search results. This will lead to more traffic.

Please keep in mind that the above tips, suggestions, and ideas are based on our experiences managing Opentracker. This information is subject to change on a daily basis.

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A Modern Customer Profile Template For Smart Businesses

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Marketers and businesses who use customer profile templates are smart. They know customer profiling helps them target their ideal customers accurately.

A customer profile template is a document that helps you detail critical information about your target customers. You use this information to run marketing campaigns and reach your target audience.

Frankly, you can’t keep all the helpful info about target customers in your head.

From their name, interests, down to even their religion — whatever you can think about your customer, include it in the profile.

Why? The more specific your customer profile, the better your marketing campaigns can reach your target audience.

Here’s a customer profile template you can use for your business:

customer profile

Click on this Customer Profile Template to download it, so you can fill in each column while you read on.

Now, let’s break down all the elements in the customer profile template one by one:

Four critical bits of information to build your customer profile

1. Customer demographic information.

This is market segmentation according to characteristics like age, gender, ethnicity, race, religion and education.

customer profile

This part of customer profiling helps you to anticipate customer behaviour.

The more you understand key demographics data about your customers, the better you get at determining their behaviour and designing products, services, or content that they’d find useful.

For example, an alcohol company marketing expensive drinks should only market their products to age groups above the legal drinking age who have the financial capacity to afford the products being marketed.

If your customers are within the 24-30 age range or are married with children, apprise yourself of the interests of people in that demographic, and use that information to create campaigns and products they truly value.

This brings us to the next piece of information you should consider when creating your customer profile.

2. Customer geographical Information

Your customers’ geographical information helps to segment target buyers by location so you can better serve them in a specific area.



customer profile



For example, if 70% of your customers come from London, you have no business running marketing campaigns that target people too far from that region.

But geographical information in customer profiling is based on (but not exclusive to) three major factors:

  • Geographical units:

Based on specific geographical units such as countries, cities, etc.

  • Climate:

This is segmentation that involves an expanse of land with the same environmental factors (Sub-Saharan, Pacific Coast, the Caribbean, etc.)

  • Cultural preferences:

Concerning a society’s ideas, customs, tastes, and social behaviours.

You need to mark these geographical differences in your customer profile — because people in different locations are bound to exhibit different traits and have a variety of ideas, culture, needs and wants.

So your customers’ geographical location plays an integral role in customer profiling.

More importantly, geographically segmenting your audience strengthens your marketing campaigns.

Chances are high you’ll have to create ads at some point, and advertising platforms (Facebook, Twitter, LinkedIn, etc.) will require you to provide them with your audience’s location(s) so they can better serve your campaigns to people who will be interested in them.

The more accurate the information you give them, the better they can serve your ads in locations where your customers are.

3. Customer psychographic information

Psychographic information deals with people’s hobbies, interests, and all the things they like or don’t like to do.

customer profile

Psychographics are usually confused with demographics but they’re two different creatures with their own nuances.

Demographics cover things like:

  • Age: 18-24; 25-30
  • Marital status: married or single
  • Gender: male or female
  • Parental status: with or without children

While psychology covers things like:

  • Habits: shopping behaviour, time spent on social, etc.
  • Lifestyle: loves partying, introverted, etc.
  • Interest: follows X influencers, TV stations, books, politics, etc.
  • Values: family, religion, etc.

Difference between demographics and psychographics

CB Insights designed an infographic that demarcates the difference between demographics and psychographics:

customer profile

In essence, demographics speak to who people are naturally, while psychographics speaks to how people behave, their personality and their emotional triggers.

So the psychographic section of your customer profile helps you identify your customers based on their interests, values, lifestyles and personality traits. And this will enable you to better develop and market products that match your customer interests, hobbies, and values.

Put another way, customer psychographics put more emphasis on your customers’ psychological factors, while focusing on only behavioural qualities as opposed to raw data as you acquire demographics data in your customer profile.

4. Socio-economic customer information

This is a type of demographic classification that examines the aspects of income, occupation and household description.

customer profile

You should consider certain fundamental variables when creating the socio-economic segment of your customer profile.

These socio-economic segment elements include:

  • Income: wages, salaries and any other source of earning flow. When creating your customer profile, consider your target customer’s average income. Know if your potential customer has the expendable income for your product or service. Know whether your product is indispensable to your customer.
  • Education Level: What level of education does your ideal customer have? Does it suggest anything about their relationship with your product?
  • Occupation: Are your customers employees or business owners? Does the customer’s job have anything to do with your product? If yes, does it facilitate their use/need of it or not?
  • Home Environment: Where does your primary target audience live? What are the key characteristics of their area, city or state? Does their home environment suggest they might be in a particular economic class? What notable influences does the home environment have on the customer?
  • Household Description: Consider the size and description of your customer’s household. Are your customers, on average, married with kids? Are they single, living with a partner or engaged?

That’s not all. You should further divide the socioeconomic segment of your customer into socio-economic classes (SEC) — which is a social classification that’s based on occupation.

Your chances of meeting the needs of your ideal customer and selling products or services they can afford become significantly higher when you understand what level of the socioeconomic class they occupy.

One of the most popular formats used to divide socioeconomic classes is the social grading system created by PAMCo. This system, according to PAMco, has been the research industry’s source of social grade data. The system provides a statistical socioeconomic diversification of households in six main classes.

The six main classes are:

  • A – Upper Class: Higher managerial, administrative and professional, such as executive directors, doctors, lawyers, and all high-end employees.
  • B – Middle Class: Intermediate managerial, administrative or professional position.
  • C1 – Lower Middle Class: Supervisory, clerical and junior managerial, administrative and professional.
  • C2 – Skilled Working Class Skilled Manual workers, such as construction workers, and so on.
  • D – Lower Working Class: Semi and unskilled Manual workers, such as mechanical trainees, or shop workers.
  • E – the Lowest Level Of Income Earners: State pensioners, casual and lowest grade workers, students and unemployed with state benefits.

How to get accurate customer profile data

You could guess all the customer information you need or you can view real analytics of the people who have been visiting your site. The latter is clearly the better option.

And this is where Opentracker comes in. Opentracker is an analytics tool that lets you track your website visitors and collects accurate data about them.

customer profile

You get all the customer profile information you need, including:

  • Customer socioeconomic information: Your visitors’ average income, the company they work for, their job roles, etc.
  • Psychographic: See how your customers respond to your campaigns. Do they flinch at products or services within a particular price range? Do they get sceptical and start asking questions? Or do they just buy it once they’re convinced it’s a good deal for them? You can find these answers and more with Opentracker.
  • Geographical information: Where (locations) your traffic and highest converting traffic comes from.
  • Custom data: You can search for data that’s specific to your business: With Opentracker we build data-driven customer profile’sSchedule a call to find out how.
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Third-Party Cookies Vs First-Party Cookies

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Third-Party Cookies vs First-Party Cookies

Executive Summary and Article Navigation

Discussion and definitions of:

Who wants a cookie?

What are cookies? Here are a few over-lapping definitions;
  1. A small data file placed on your computer by a website that you visit.
  2. A piece of code placed in your browser by a website server.
  3. A text file placed on a hard drive to store and transmit information to the server of websites (re)visited from that browser / computer.
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What is a (third-party) cookie?

A cookie is a small bit of text placed on the hard drive of  your computer by the server of a website that you visit. The cookie is placed there for the purpose of recognizing your specific browser or remembering information specific to your browser, were you to return to the same site.

All cookies have an owner which tells you who the cookie belongs to. The owner is the domain specified in the cookie.

In “third-party cookie”, the word “party” refers to the domain as specified in the cookie; the website that is placing the cookie. So, for example, if you visit widgets.com and the domain of the cookie placed on your computer is widgets.com, then this is a first-party cookie. If, however, you visit widgets.com and the cookie placed on your computer says stats-for-free.com, then this is a third-party cookie.

Opentracker provides services that allow the companies and websites to track their visitors with first-party cookies.

Growth of third party cookie rejection

Reports and research on the subject of website tracking tell us that the rejection of third-party cookies is growing. Increasing numbers of people are either manually blocking third-party cookies, or deleting them regularly.

That is why Opentracker utilizes 1st party cookie technology.

The cookies being deleted / blocked are third-party party cookies, as opposed to less problematic first-party cookies.

How many people or software tools delete third party cookies? The numbers given can be as high as 40%. If you count that many anti-spyware applications and default privacy settings also block 3rd party cookies, then it is possible that a high percentage of cookies are being blocked.

Blocking and deleting cookies

Why do far fewer people block first-party cookies? It is estimated that a very low percentage of people block first party cookies, less than 5%. The reason for this is primarily that it is very difficult to surf the internet without accepting these cookies. First party cookies are necessary in order for you to be recognised as an individual. Any site that you login to as an individual requires a way of identifying you as “you”. Hotmail, Yahoo, Gmail, online banking, ebay, Amazon, etc.

Additionally, anti-spyware software and privacy settings do not target first-party cookies.

visitors onlineWe use cookies to keep track of long-term visitors. These visitors remain anonymous, the point is to be able to see who returns, if and when, for example, for conversion analysis.

We use first party cookies as our first line of analysis, and ip number with user agent as the secondary line. AOL users are identified more specifically because their ip number changes with every click.

What actually happens when cookies are blocked / rejected?

1st party cookies: it is very hard to login anywhere

3rd party cookies: no adverse effects to surfing

Q: How does this affect tracking systems, when people block / delete cookies?

A: All visits will still be recorded, but a person who has deleted the cookies will not be recognised as the same (returning) visitor.

When cookies are in place, and not blocked or deleted, total visitor counts will remain comparatively low. If a person constantly deletes cookies, they will be counted as a new “unique” visitor with every subsequent visit.


In response to these trends, the first step is to find out if the statistics that you collect utilise first-party or third-party cookies. Ask your statistics or tracking company. Asking questions usually leads to more questions, always a good thing when it comes to gathering and analysing data.

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How to write a Privacy Policy for your website

How to write a Privacy Policy For Website


Summarised overview

In this article you will find steps and information on:

  • Defining a privacy policy
  • Why you should have one
  • Guidelines for creating a policy
  • A sample privacy policy specific to setting cookies, and a
  • Link to an automated policy generator

Step 1: Explain what the privacy policy is addressing

A privacy policy is a document telling visitors to your site what information you collect and what you do with that information. Very simply: it is a short explanation of what you are doing to observe visitors to your website.

Step 2: Define your Cookie Specific Privacy Policy:

  1. What cookies are?
  2. What info is collected?
  3. What is done with the information?
  4. How to reject / delete / accept cookies?
  5. Explain that there are no harmful technical consequences/ risks

Two good reasons to develop a privacy policy for website

  1. Create a better electronic environment on the internet
  2. Laws / legislation may pertain to your business

By letting people know what info is collected and what is done with that information, you can create a transparent environment in which people / consumers are more confident. You can eliminate stress and concerns about abuse of personal info.

Various legislations and legal guidelines, for example in the US and in the UK, are being developed and may affect your website, depending on what information you collect, how you do it, and what you do with it. The European Union has developed similar guidelines that contain a bit too much legal rhetoric to be completely useful.
See resource list below for reference websites.

Step 3: Formatting an Online Privacy Policy

Your policy should be written in plain readable language. Consider the policy to be a part of your site. Design the policy and publish it like the rest of your site. Design it as if you actually want people to read it. Make it short, friendly & intuitive. It should be easily accessible throughout your site.

A Sample Privacy Policy

www.mysite.com uses www.opentracker.net to collect visitor data and analyze traffic on our site. This information helps us understand customer interests and helps us improve our website. When you visit our site, the pages that you look at, and a short text file called a cookie, are downloaded to your computer. A cookie is used to store small amounts of information. This information is collected for traffic analysis only. The cookie does not contain personal details. Depending on the browser that you use, you can set your preferences to block/ refuse cookies, and/ or notify you before they are placed. Opentracker does not sell, give, or trade the statistics they store to any 3rd parties for data-mining or marketing purposes. Please visit www.opentracker.net for their privacy policy.

Step 4: Design your privacy policy for your website

Tell your visitors why tracking cookies are good, why the information is beneficial, that it is used to improve websites and their content. Give an example. If you are collecting information, tell them what you do with that information. Give people an opportunity not to have their info collected, for example by blocking cookies. Explain how people can block cookies. Also explain that cookies are not harmful and cannot introduce viruses or extract personal contact information.

Why all the fuss?

There is an important distinction to be made here between cookies and spyware. Spyware collects information about your surfing habits across the internet and sends this information out from your computer. Cookies collect information about your surfing habits only on the site of the provider of the cookie, in other words just on one site.

From our research it appears that most people are concerned that their personal information may be passed on. In this case, there is an important distinction to make between Two Types of Information which are collected:

  1. Personally identifiable info/ personal contact info
  2. Clickstream/ navigation info

Specific to concerns about cookies, the information being collected does not contain personally identifiable information. Clickstreams are used to see if people return to the same sites, and identify patterns.

When databases are combined, for example a membership & login base, with a clickstream tracking system, it is possible to combine personal information, such as an email address, with clickstreams. This is where the main cause for concern seems to lie.

The companies that do this; with the resources to combine clickstreams, past purchases, and personal information, are household names, such as amazon.com, ebay, bbc, yahoo, etc.

Further Reading

We also recommend taking a look at the privacy policy of a company or website that you like or respect to see what information they consider to be important.

Here is a privacy policy generator where you can also find information about legislation:


Legislation in the UK:


Obviously there is a very real concern for a lot of people that their privacy is being abused. We would like to respond to these concerns, primarily through education, but also by opening up a dialogue on any related questions or ideas. Please feel free to write us, or post feedback on our support center.

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5 Key Email Marketing Statistics of 2020

5 Key Email Marketing Statistics for 2020

If you want to improve your business, you need to look at email marketing statistics. Doing so allows you to see how customers feel, what they want, and you can learn how to adjust your business to their needs. From mobile usage to advanced email deliverability metrics, email marketing covers a wide range of information.

Keep these five statistics in mind for the coming year.

1. Mobile Usage

People use their phones to access the internet and to check their emails. However, how many people check their emails through phones compared to their other devices?

5 Key Email Marketing Statistics


Interestingly, more than half of the users check their emails on their phones, but more than half of revenue comes from purchases on desktop. So what does this mean?

  • Users prefer to check their emails on their phones.
  • Customers use multiple devices during the purchase process.
  • People make more purchases on their computers.

These statistics show that customers will most likely use more than one device during the purchasing process. If this wasn’t the case, the statistics for checking and revenue would match up better. Due to this, you know that your emails need to display correctly for mobile users while providing an effective purchasing experience for other devices.

2. Days for Emails

Timing matters when it comes to email marketing. You want to send your emails on a day that will work for your customers. Some people receive emails throughout the week, so they could easily miss your email if you don’t send it on a day that works for them.

5 Key Email Marketing Statistics


As you send emails closer to the start of the month, you will receive higher open and click rates. This means that customers will open your emails and they will click on the links inside. This gives them further interaction with your company and increases the odds of them making a purchase.

Keep in mind that you should consider other aspects of time when it comes to sending your emails.

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3. Times for Emails

The time of day matters when it comes to sending emails. You want your customers to receive them at a time when they will most likely check their inbox. This will help you to find a time when they can see and open your emails. If they receive hundreds of emails a day, then yours could easily get drowned out by others.

5 Key Email Marketing Statistics for 2020


As you can see, 8:00, 13:00 (1:00 p.m.), and 16:00 (4:00 p.m.) bring in the highest numbers for open and click rates. If you consider people with a 9-to-5 job, this means that people check their emails before work, during their lunch break, and right before they go home.

The days and times may vary depending on your audience. While these stand as general guides to help you find the right time, you should test it out for yourself. By testing it, you can find more data that directly applies to your customers so that you can find the right email time for them.

4. Why Customers Open Emails

People don’t open every email that they receive. However, there are reasons why they will open emails, so you need to find out why people open emails.


The name of the sender, the subject line, and the offer stand as the three biggest reasons why customers will open their emails. This makes sense when you consider the reasons.

  • The sender name lets them know if they can trust the person.
  • The subject line tells them the information so they can decide if they’re interested.
  • An offer gives them an incentive to read the email.

This means that you need to gain the trust of customers, give them relevant information, and give them an offer. Try to hit these key points whenever you send out email campaigns to your customers.

While you want to benefit from email marketing, you want to provide something that benefits your customers. You could try some easy little tips and hacks for email marketing that your customers would read your email.

5. What Bothers Customers

While you want to appeal to customers, you also want to avoid anything that customers don’t like. Negative impressions can have a lasting impact on customers, so you want to do what you can to make your email marketing as good as possible.


This image points out five major mistakes that you should avoid when it comes to your email marketing. By looking at these points, you can figure out what will keep customers satisfied.

  1. Optimize recommendations to make them as accurate as possible.
  2. Double-check the offer for expirations or mistakes.
  3. Spell the customer’s name correctly.
  4. Make sure the customer doesn’t already have the item.

This will help you to avoid frustrating customers so you can avoid losing them. As you do so, you can provide them with an excellent email experience and keep them as a returning customer.

6. Conclusion

Email statistics can help you to improve your marketing strategy. Statistics show you how customers behave so that you can figure out what they want. As you provide for the needs of your customers, they will want to interact with your business. Continue to build trust with your customers by providing them the information and services that they want.

Evaldas Mockus is an Experienced Search Engine Optimization (SEO) Specialist with a demonstrated history of working in the information technology and Saas companies. Currently, he is associated with Omnisend, an e-commerce marketing automation platform built for growing e-commerce businesses.

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Choosing Search Terms

Choosing Search Terms

In this article you will find information about:

  • Search Terms and Best Strategies for Choosing Terms and Keywords
  • The importance of choosing icon for choosing search terms
  • Opentracker Search Term tracking
  • the right search terms & keywords
  • How to choose search terms
  • The role of words & language in your website
  • Search terms and Search Engine Optimization (SEO)
  • Improving your traffic by choosing the right terms
  • Paying for keywords & search terms
  • Tracking individuals by search term with Opentracker
  • Search term pay-per-click (PPC) & ad campaign management

Search term keywords e.g. www.google.com/help.html

Search terms, also referred to as keywords, are the words, terms, and phrases that visitors use to find your site.

There are many ways to work with search terms and keywords. For example, selection of keywords when creating and managing ad campaigns. Sponsored listings are best managed by careful selection of search terms and keywords and everything that revolves around keywords which competing sites often bid for in terms of cents-per-click. Therefore you need to choose the right words to be effective.

A second example is building the correct words into your site’s text and including them in your site’s meta keyword list for search engine spiders to find and index your site. Besides that, it is also important to include relevant words in your page titles. Building the correct phrases and terminology into your site will allow your site to come up as results in search engine queries. This process is known as search engine optimisation (SEO). Furthermore, research suggests that a very small percentage of internet surfers click on sponsored results. The majority of surfers are interested only in the actual search results. Therefore, it is important to include the right search terms, phrases, keywords, etc, in your site content. This will make your site easier to find.

With well-managed and ongoing efforts, your site will climb steadily higher in search engine results.

A case study

In order to increase our traffic, we added the phrase ‘search terms’ to our Google Adwords campaign. Since then we have had a lot of visitors and traffic looking to research and learn about ‘search terms’ and ‘keywords’. Therefore we have posted this article here.

Here are a few of the most used search phrases that visitors typed in to find us:

  • ‘search terms and strategies’
  • ‘search term tracking’
  • ‘best search terms’
  • ‘top 50 search terms’
  • ‘search term suggestions’
  • ‘popular search terms’
  • ‘search terms count how often each word is typed’

If these are the questions;

  1. Which search terms or keywords do I need to use to publicise my website?
  2. Should I pay for search keywords? Which keywords should I pay for?
  3. How do I figure out what are the most direct words that will lead traffic to my site, and also lead people to what they are looking for?

Then we have the answers!

More importantly, we provide the information needed to make search term and keyword-related decisions.

To get an overview and understand what our search term tracking function can do for you, login to our demo and look at our list of Top Search Terms.

This will show you all the search terms that visitors have typed in and used to find Opentracker.net. Therefore, by using our search term function, you can compile the same information for your site. You can even see the page. For example, you can view the Google search term that a visitor pulled up before clicking through to your site.

The demo will give you an overview of our sector of the internet; hit counters, web stats, visitor tracking, click-stream analysis, etc. Specifically, the demo will show you what people interested in this subject are typing into search engines.

Visitors by keyword

Our focus, however, is on Visitors. We are building tools to help you understand what people have in mind when they are surfing. Therefore, using Opentracker, you can examine individual visitor clickstreams, based on the search terms that the visitor used to find your site.

(login and look at Visitor search terms)

This function lets you see exactly how a person who typed in a specific search term navigated through your site. In terms of conversion rates, you can see how visitors or customers who entered with a specific search term behaved. Did they make a purchase? Did they subscribe as well? If you are selling products or services on your site, this type of information will tell you exactly who your market is. More specific examples involve determining why traffic is or isn’t following a certain path or click-stream through your site.

Another example is managing campaign words: we might see that a person who typed in ‘free hit counter’ went directly to pricing and navigated away from our site. If this happens repeatedly, we go into our Google Adwords campaign, and we delete the word ‘free’ from our search terms, so that we get fewer visitors looking for free hit counters.

One way to find out what search terms are the most appropriate for your site is to install our code and record all the search terms used to find your site. That’s why one of our campaigns is called ‘Stop guessing. Now you know.’

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Pay-per-click (PPC) advertising and campaign management

Pay-per-click (PPC) advertising and campaign management

Summarized overview

Questions and subjects discussed in this article:

  • definition: PPC campaign
  • definition: impressions
  • PPC market leaders: what and where to buy
  • clickstream analysis and keyword selection
  • cost-per-unit and what you should expect to pay
  • how to evaluate the traffic you purchase
  • the difference between quality and quantity
  • importance of conversion rate metrics

PPC advertising

Pay-per-click (PPC) advertising and campaigns are the primary way of advertising on the internet. As of May 2009, the three largest players in the market are Google, Yahoo, and Bing.

A PPC campaign lets you determine exactly who comes to your website. You only pay for clicks to your site; if a person clicks on a search engine result, link, or banner and lands on your site (aka PPP pay-for-performance advertising). If the person only sees your link, but does not click through, this is called an impression.
Impressions are “the number of promotional units a person is subjected to” (Cone, S. 2008. Powerlines) You do not have pay for impressions. There are also pricing models based on impressions, which charge per thousand (CPM). Whether or not the purchase of impressions is interesting for you depends on your product and target audience.

Using clickstream analysis, a tracking system will tell you what people do on your site once they arrive through PPC advertising. This information is necessary to manage your advertising, and determine the best ways to:

  • obtain quality traffic
  • convert visitors into customers
  • create action that generates revenue

PPC advertising is based on keyword selection. The entire internet advertising market revolves around choosing the correct search terms and keywords. Well managed PPC advertising will bring traffic that achieves your goal, or ‘desired outcome’, whether it is to publicise an event or sell goods and services.

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Quality is more important than quantity.

‘Quality’ traffic refers to traffic that is well-targeted. This means that the visitors:

  • are looking for what you are advertising
  • enter the site and look around
  • complete a transaction or become a lead (i.e. convert)
  • come from countries and regions that you are interested in
  • return to visit your site again

Quality traffic will bring you a higher percentage of success, in terms of seeing your visitors complete a transaction, or subscribe to the service that you provide. Conversion rate analysis will allow you to determine which traffic sources turn visitors into leads and sales.

Conversion rate is the statistic that tells you what percentage of your visitors are converted from visitors into customers/ leads. High quality traffic will deliver a higher conversion rate. Conversion rate is another way of talking about your return on investment (ROI) and acquisition cost-per-visitor.

How to use tracking to evaluate PPC campaigns

A tracking service will allow you to:

  1. Check how effective clicks are and adjust campaigns accordingly:
  • see which keywords and search terms bring more visitors
  • learn which advertising copy is most effective
  • know which source/ search engine brings the best results:
  • at the right price per click (cost acquisition per customer)
  • determine conversion rate and set goals
  1. Accountability: make sure you are getting what you pay for
  • source of traffic: country, etc
  • how long do they stay, how many pages viewed? Average number of page views from one search engine might be lower than another
Please click here to read our recent article on “how to update PPC campaigns with search term data”.

We cannot stress how important it is to actively manage your PPC campaigns. Update your keywords, campaigns, vendors, and bids as frequently as possible, as your budget allows.

What can a tracking system tell you about the quality of your traffic?

Low quality traffic may overload your server(s), spike your traffic & frustrate you. More importantly it is a waste of time, money, and resources. It will create false expectations. A tracking system will tell you if / why your traffic is low quality.

  1. Does it come from a country which is not your market? For example a place where most people do not have credit cards or are not interested in buying real estate in Canada, because they live in China.
  2. Do the visitors land on your homepage and leave without clicking any further? Visit duration is an important statistic which tells you if people are interested in your site. How many pages do the visitors look at?
  3. Are the visitors presented with a link to your site when they search for a related keyword or search term? This is called phrase matching. The worst-case scenario is when your link is presented randomly, or as a pop-up.

Where should I buy PPC advertising traffic?

There are many sources to purchase clicks from, we recommend that you try more than one service, and compare results. Many sites use search results originating from a small number of search engines. This type of system is called a “content network”. The major PPC vendors such as Google and Yahoo also place content within their own networks. For example, they place advertisements alongside like content.

The PPC vendors distinguish between ‘Sponsored Search’ results and ‘Content Match’ placements. Sponsored searches place results alongside search engine results. Content match places results near articles, email content, forums, etc. In our experience you will obtain a higher conversion rate with sponsored searches, which also cost more.

Statistics on the subject of where searches are conducted vary widely. Estimates for Google, the leader, are as high as 80%. The leaders after Google are Yahoo, Bing. Many smaller search engines come and go, as they are purchased and incorporated into the larger search engines.

List of companies who sell PPC traffic:

Google, Enhance (ah-ha), Overture, FindWhat, Kanoodle, ePilot, LookSmart, Search123, eSpotting.

NOTE: the list above dates from several years ago and demonstrates some examples of search engines which have disappeared. Do some research to determine the current “hot” markets.

The advantage of paying for your traffic is that most campaigns can be implemented immediately, although it will take several hours to set up your first account. Depending on your budget, you can pay for a high ranking and see your advertising online within an hour. The disadvantage is that you have to pay every time a person clicks on your advertisement.

Therefore we recommend that all PPC campaigns are accompanied by ongoing efforts to improve your Google pagerank and optimise your site for search engines. These results are free and cannot be directly purchased, although you can hire a company to perform search engine optimization (SEO) on your site.

How to start your PPC campaign

The best thing to do is to run a few PPC accounts and run your campaigns for a set period of time and compare results. The standard setup procedure involves:

  1. create account & deposit funds
  2. receive confirmation that your account has been activated
  3. choose your keywords & text
  4. watch your traffic to evaluate your choice of text & words
  5. adjust your bids/ budget accordingly

Most PPC campaigns allow you to bid on your position. This means that you can bid on the number one position in the sponsored listings category. Bidding can be very competitive, with advertisers paying above $5 per click. Consider your price an acquisition cost-per-customer. It is part of the larger picture of website management strategy.

Once your visitor arrives, you must ensure that they find what they are looking for, and in the words of many marketing consultants; that you are able to guide them to complete actions that you desire, for example:

  • placing an order
  • completing a transaction
  • making a reservation
  • becoming a lead
  • signing up for a newsletter

Several studies have demonstrated that once a visitor makes a purchase on a site and effectively becomes a customer they are likely to return again. In this way a high acquisition cost can be justified, when ROI is taken into account.

Creating a PPC advertising campaign may seem daunting at first, however with a little research, you can design your own campaign, and reach a larger percentage of your target audience. Whether you manage your own campaign or hire somebody to do it for you, we are of course interested to hear from you and offer any advice that we can.

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5 Reasons Why Churned Users Leave

Top 5 Reasons Churned Users Leave And Smart Ways To Stop That


90% of buyers abandon a business after they experience bad customer service.

Another study reveals 82% of customers have left a company for the same reason.

Paid users won’t leave simply because they experience some problem with your product. Instead, they’ll contact your support. That’s the logical next step after facing a problem as a paid user.

And after contacting your support, they expect a working solution. But it only takes a single bad customer service experience at that point to make them consider churning.

Being aware of the types of bad service that make users leave will put you several steps ahead in helping you avoid more churn.

So here are the top five customer service experiences users have with your product or business that makes them churn:

1. Poor communication during change

When (not if) change happens in your business (say, a price change — for example), the way you communicate it will help customers decide whether or not it’s a favourable change for them.

Ideally, the changes you make in your business should always tilt towards benefiting your customers. And regardless of what the “change” is — even if it’s an increase in your pricing — communicate it in such a way that users feel they’re benefiting more with your higher pricing.

Of course, this doesn’t mean you lie and manipulate customers; it only means you clearly communicate how your change benefits them (assuming it actually does, and if the change does not benefit the customer, do your homework to make the message really resonate with the customer).

For example, Appcues increased revenue by 263% through two well-crafted emails they used to communicate a price increase:

churned usersNotice how they tied in the promise of value to the price increase. That’s what buyers want to see and hear. Honestly communicate the benefits of any changes you’re making at your business and you’ll give consumers a good reason to keep doing business with you.

2. Cluelessness and helplessness

Only a few things are more annoying than a clueless customer support agent.

81% of surveyed consumers who had sought customer service through social media reported frustration because the representative didn’t know their history with the company.

And depending on how serious a complaint is, customers may be good and ready to churn if a customer support agent proves they are clueless. Incompetence, imagined or real, gives them a good reason to leave.

Hire the Right Kind of Support Staff

More often than not, the reason most businesses have clueless customer agents is that they invest so little in the training of their support staff. Even worse, they hire the wrong people for the job.

It’s garbage in, garbage out. Poorly-trained customer agents can get customers angry, and, in turn, your business will suffer churn. But focus on hiring qualified people: hard workers who love interacting with customers and enjoy keeping an eye out for how their business can provide value.

Well-trained support reps — with tools to understand customers and solve problems for them — will make your customers happy and have a good reason to stay with your brand.

Additionally, you can orchestrate the right mix of touch moments with your customer base. Give more attention to high-ticket clients and automate engagement with low-ticket clients — but know when to jump in when automation isn’t doing a good job. And make sure you have the right mix and match of automated emails, valuable calls and personal visits when engaging with your paying customers.

Sending Emails at the Right Moment

On top of that, always make sure customers are happy long before their next subscription renewals. Send emails at the right moment, preferably based on the customer’s online behaviour, and engage with relevant and valuable insights. Tools like Opentracker will help you do this!

Don’t forget that for a subscription-based business, recurring revenue from your current customers far outweighs the sales from your new customers. So your Customer Success is responsible for more revenue than your sales department!

If you are constantly responding to support tickets, you may find yourself on the defensive. Don’t let that happen; it’s an ingredient that invites failure.

Instead orchestrate meetings as part of a broader context where success is defined as an objective. If you share common objectives with the customer at initial contact moments, then you will have a basis for regular engagement. You then have a reason for having a meeting that focuses on success.

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3. Ignoring customer complaints for a week

Ideally, you should respond to customers rapidly. 50% of consumers give you a grace of one week to attend to their complaints before they churn.

So buyers can be very forgiving — depending on how pressing their complaints or needs are — and many of them understand how busy your support team can get. But they loathe being ignored for too long.

A working solution here is to get more hands on deck. If you’re short on budget, have people in other departments help your customer success team.

For example, if you have engineers, marketers or even writers who have some free time during working hours, have them handle some support tickets — as long as they’re knowledgeable enough to do so.

Not only will this help curb having customers wait for as long as a week before receiving proper attention, occasionally working with customer support creates new insights for engineers, marketers and writers, and enhances their performance at their respective roles. In fact, occasionally shifting multidisciplinary roles is a great way to stimulate innovation within the support team.

4. Persistently slow customer service

Customers can, again, forgive when you have slow customer service once in a while. But when resolutions look like they will take an age, customers become tired and may start considering using a competitor with better customer support.

90% of customers expect an “immediate” response when they contact you for an issue related to customer service.

churned users


And buyers are impatient for good reason. Like you, they have a life with responsibilities and commitments.

Keeping them waiting for more than a week to get a reply on a complaint they took the effort to contact you about is a bad idea.

Get more hands on your customer support

Getting more hands for your customer support team is, again, a working solution here. You might be responding slowly to customers because there are not enough skilled customer support agents attending to them or the process for engaging customers has not been thought out properly.

In fact, if you start qualifying support requests and identifying customer requests that slow things down, you will likely develop a process that solves the request through self-servicing. You can engineer things like updating customer details or explaining a goods return policy so that the customer has the tools to solve their own problem.

Get a live chat system

Also, if you haven’t already, get a live chat system. Chatbots have become popular, and many customers now expect brands to have a live chat system ready on their websites.

Get into Social Media 

Social media is another working channel to provide customer support for customers. Let them know they can reach your support team through tweets, Facebook messenger or even Instagram DMs.

To improve your social media customer service results, integrate these channels with a single communications tool so that you offer the customer’s preferred channel of communication. Meanwhile, your success team can still maintain a constant workflow.

This will make it much easier for them to get answers to their customer service questions. And that creates a good opportunity for you to lower churn, improve retention and focus on upselling value! It’s a no-brainer; the better you’re able to attend to and solve customer complaints, the more likely they are going to keep using your product.

5. Unexplained reasons

It’s a given: Regardless of how many support channels you provide, you’ll still have customers leaving without registering a single complaint.

Esteban Kolsky, CEO of ThinkJar and former Gartner analyst, ran a customer experience survey and found that:

“Only 1 out of 26 unhappy customers complain. The rest churn. A lesson here is that companies should not view the absence of feedback as a sign of satisfaction. The true enemy is indifference.”

That is, 96% of customers leave without complaining. They leave without giving any feedback. But here’s a solution: A good option is to orchestrate the process.

Show customers how the leaving process is easier if they provide feedback. Do churned customers need to cancel a subscription, filling out login details and remember passwords long forgotten? For example, at Opentracker, we compensate users who explain why they are leaving by donating to a charity of their choosing. And any feedback is welcome — because we use it to keep improving our product and lowering churn!

Another working solution: 

Even when customers don’t say anything to you, many of them will still vent their disappointment with your product somewhere, somehow — in a Facebook group, on their blog, in a forum or anywhere else online.

Set up alerts for mentions of your brand/product online. There are several tools you can use for this. Keyhole, Mention, Sprout Social and Google Alerts come in handy here. You can set up alerts in these tools to inform you when someone mentions your brand or product on Facebook, Twitter or Instagram.

This way, you’re able to catch feedback from users who leave without any complaints. Then you can contact them and see how you can solve their issues and make them your customer again.


70% of unhappy customers whose problems are resolved are willing to shop with a business again. That means great customer service produces better customer retention for your business.

But when users leave due to a bad customer service experience, they often cause more damage than just churn; chances are high they’ll take their friends, connections and family along with them. Businesses that focus on their customers’ success not only create happy customers but also increase the experienced value and grow their profits.

And this is why more and more online businesses are increasing their spend on customer service. You should, too.

Want to dig deeper into why your customers churn? We’ll help you run a comprehensive churn analysis, identify why your users are leaving, and proffer working solutions.

Fill out this form to apply for a free consultation session.


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