Doesn’t my Pay Per Click consultant have my Web Analytics' statistics?

Pay Per Click consultants are indispensable in their role – but they don’t have the tools to see the big picture. That’s not their job.

For example, Google Adwords reporting allows you to see data specific to the performance of your Google Adwords ad. But Google Analytics allows you to monitor a visitor's interaction with your site after clicking on the ad.

This means that a Web Analyst has his finger on the pulse of your online business. He can find answers to your online business problems and offer actionable steps for progress.

If you think your pay per click consultant will have this information at his fingertips, you are mistaken. They will be essential in getting a cost effective supply of targeted visitors to the various doors of your website. And they can tell you the number and cost of leads and sales.

But when something’s not working, say not enough people are buying your products, they won’t know if that is because your pricing is off or the content of your landing pages need attention.

And they certainly won’t know one iota about the visitors you’re getting from organic and direct searches nor the effectiveness of any other marketing campaigns you may be employing.

In short, don't fire your pay per click consultant, but get a web analyst - or ideally choose Bluelake and get both :)

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