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How Assisted Clicks Can Boost Your Campaign’s Conversion Rate

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Online marketing involves a series of multifaceted features that perform direct and indirect tasks. Many of those tasks aren’t as obvious as others and this is certainly the case with how certain keywords can affect your conversion rates on AdWords. Your Google AdWords Analytics might tell you that certain keywords and phrases are underperforming compared to others and lowering your conversion rates. On the surface, these statistics might suggest that you should pause certain keywords and phrases indefinitely. But, this might be a huge mistake that could potentially cost you more money in the long run. Some of these seemingly insufficient or inactive keywords could be assisting other keywords to help improve your click-through conversions.

What are Assisted Clicks?

Assisted clicks are, in essence, initial clicks that don’t necessarily translate into conversions in their own right, but they have the potential to lead to conversions eventually. Having a user click on your ad won’t necessarily mean that they’re ready to purchase a product from your web site right away. Most of the time, it just means they’re researching a certain product and want to learn more about what you have to offer. In a lot of cases, it also means the user is comparing and contrasting your brand and product to your competitors. It’s never a good idea to assume that an initial click will inevitably lead to a sale, but it’s important to keep your web site in perfect working order just in case that might be the straw that breaks the camel’s back when it comes to securing a sale. A good landing page is an excellent place to start, but so is knowing, understanding, and analyzing the search patterns of your perceived target audience. You should have at least a minimal idea of what your prospective customers are typing into the search bar before prematurely dismissing any seemingly inactive or underperforming keywords. AdWords has a useful feature called attribution reports that can help you to examine and better understand the process involved in convincing a specific visitor to your site to convert to a paying customer by indexing possible impression-assisted conversions.

Analyze Profitability of Keywords with Assisted Clicks

Most people don’t usually just purchase items online on a whim. Depending on the type of product they’re looking for, they take the time to research prices, quality ratings, company reviews, etc. This means that their initial search queries are merely inquisitive and lack the intent to buy. A good online marketer will know how to manipulate the odds in their favour by strategically using assisted keyword searches to their advantage. Don’t be so quick to shelve away inactive keywords. Analyze how they relate to your best performing keywords first and then connect the dots between the two. If users like what they initially see on your web site without having to conduct extensive further research, they might be more easily persuaded to buy right away. With assisted searches, you can play the odds in your favour by using the words and search queries of your end users to understand their line of reasoning.

Why Use Assisted Searches for Your Campaign?

The real question is, why wouldn’t you use assisted searches for your ad campaigns? They provide a lot of useful insight into what your potential customers are searching for before they make the final decision to purchase products from your web site. It’s as simple as that. The more marketing information you have about your customers’ interests, the more you can use that information to advertise relevant products and services to them individually.
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About Adrian Newman, BA

President, Numero Uno Web Solutions

Adrian has been in the performance marketing industry for over 25 years and is the co-founder of Numero Uno Web Solutions.

Adrian has been involved in virtually every facet of direct and digital marketing from copywriting and graphic design to database management and production.

A BA graduate of York University, Adrian has volunteered as a mentor with his alma mater's Career Mentorship Program for students with disabilities and has been a director for public real estate investment trust.