Traditional Search vs PPC

Uses 2 colors to distinguish those visitors from traditional search and those from PPC, helping determine effectiveness of each. PPC tracking depends on the ad clickthrough URL containing a parameter.

Overview: A visitor from a search engine might reach your site through traditional search results, or through a Pay-Per-Click ad. Optimizing for one or the other type of visitor can make a huge difference to your monthly ad spend and ROI.

How It Works: Visitors coming to your site from a known search engine are divided into PPC and regular search. They are counted as PPC if they came from one of the ad campaigns defined in the ClickTracks Campaign Manager, otherwise they are counted as regular search

This mechanism depends on you having configured all your campaigns in the Campaign Manager, otherwise some of the PPC visitors may be labeled as regular search. See Introduction to search engines for more information.

What to look for: Search Report will reveal the best keywords in either case. Navigation patterns and number of visitors seeing certain pages will indicate the best keywords to buy or optimize for.