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With Evergage, in addition to being able to track where a visitor came from (e.g. geography, URL, company, device type, OS, browser etc.), you can track the specific PPC campaign that brought someone to your site. Using this information, you can continue an experience through to your website or app (and attribute results to specific campaigns). Furthermore, this capability allows you to continue to offer a relevant experience – using the insight from the original PPC campaign – even if someone leaves and then returns via another source.
A visitor clicks on one of your PPC campaigns on Google and is taken to a landing page about “Product-B.” She then decides to check out your homepage to learn more about your company. Using details from the PPC campaign, the homepage includes a video about “Product-B” in the hero image. She leaves your site without watching the video.
Two days later she comes back by entering your website URL into the address bar in her browser. The “Product-B” video is prominently displayed on the homepage with a message asking if she’d like to book a demo to learn more about “Product-B.”
The measure of success for this campaign would be “Booked a Demo.” Global goals can also be used to measure other elements important to demand generation, such as “Downloaded eBook,” “Booked Webinar,” “In Free Trial” or “Customer.”
To measure the success of a campaign, we would have a goal set against that specific Google Ad of "Booked a Demo." That would show us the percent of people who came to the site from that PPC ad, and whether or not they ultimately completed the call to action.
We would also be able to look at "Global Goals" to see whether these specific visitors are making it to other steps in the process, including "downloaded a white paper," "registered for a webinar,"" "started free trial" etc., thereby showing how effective the campaign is across a number of attributes.
Here is a checklist of what you need to do in Evergage to create this play on your own site:
- Create a campaign
Set up the Google Adwords integration (note this is only available for administrators)
- The campaigns for Google ads will be visible in the ‘campaigns’ area, in the ‘Adwords’ folder as soon as someone lands on the site from a paid google ad.
Create a campaign based on the specific ad campaign you want to target, either at a campaign level or a message level (rule based) ‘Who sees this > referring campaign > user was referred by external campaign’
The following articles from the Evergage Knowledge Base will provide process steps to help you execute this play: