How is Site Visit Time calculated?
ClickSweeper’s Analytics based bidding optimizes keyword bids through an analysis of Google Analytics keyword data; site visit time, bounce rate, and Analytics conversion data. When a visitor lands on a site and browses multiple pages, a time-stamp (arrival time) is recorded on each page. Site visit time is calculated by aggregating the durations across pages i.e., calculating the difference between the last and first time-stamp within a visitor session. One thing to note is that the time spent on the last page is not included in the calculation because there is no ‘next’ time-stamp available within the site. For example, if a site visitor viewed only one page and then exited the site, the visit time recorded would be zero regardless of the actual length of time he or she stayed on the page. This characteristic explains why you sometimes see 00:00:00 site visit time in the Analytics data. The same logic applies to bounce rate. A one page website’s bounce rate would theoretically be 100% because a PPC landing page is always an exit page.
Who can benefit from Analytics bidding?
While there are many benefits of Analytics bidding, it may not be optimal for all campaigns. Even though ClickSweeper’s Analytics bidding is open to any campaign, performance is more likely to be optimized when the following criteria are met:
- Campaigns have a large number of keywords and sizeable budget (do we have minimums we can suggest?)
- Campaigns with multi-page websites (do we have minimums we can suggest?)
- Branding oriented campaigns (i.e a corporate branding for building awareness or image boosting, not for lowering CPA or CPC)
Campaigns likely to benefit the least from Analytics keyword bidding include:
- Campaigns that have issues with data credibility related to site visit time and bounce rate.
- Websites with limited pages as the data may not be reliable (An example would be a small local business with limited web pages and small campaign budget)
- Campaigns targeting specific landing pages as bounce rates may be high regardless of conversion performance (An example would be an e-Merchant PPC campaign with very specific product landing pages per keyword or AdGroup level.)
To learn more about Analytics keyword bidding and how it help boost your campaign performance, visit us at ClickSweeper, PPC Management Software!
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