Google AdWords is popular marketing tool that allows you to attract customer attention. You "pay per click" – that means if potential customer is directed to your page (or e-commerce site) then you will pay.
There are two main variations of this tool:
- matching advert is located based on keywords entered by user in Google search
- matching advert is located based on content of a partner page (AdSense partner)
It seems both methods (keyword and content-based) are equal efficient, but wait: there's a big difference. When user is searching for some keywords it's very likely he will be interested in your product/service. When user is coming from AdSense page he may be directed to this page for different reason.
I used both methods from some time and got the following results from Analytics (Analytics / Traffic Sources / AdWords / AdWords Campaigns / … / (content targetting)):
As you can see most traffic comes from "content targetting" (partner sites). Best keyword gave 10 times less visitors. But: see "Bounce Rate" and "Avg. Time on Site" parameters. >80% of visitors exited immedietly from my site. Keyword-based targetting gave better results: lower bounce rate and longer time spent on site.
Let's see how the best "partner site" (AdWords / Networks / Managed placements – off show details / ) looks like:
Are your visitors coming from a "trash site"?