If you have a Business.com account, you probably know that they do not offer a conversion tracking feature within their UI. If you’re reading this blog and you have a Business.com account, you probably (hopefully!) have your Business.com keywords tagged with Google Analytics tagging.
We have recently taken over PPC account management for a client’s Business.com account that was already created but not tagged. We have come up with a way to not only tag the account to find which keywords are worthwhile and which keywords are wasting money, but we can also create some transparency for Business.com’s Relevance Match using Google Analytics.
Business.com describes relevance match as keywords that are similar and relevant to the keywords that you are already buying in a particular category, but are not those exact keywords. I would say it’s similar to the way that Google uses their broad match feature. Within the listings or categories in your account, you will see the list of keywords you are buying and the phrase “relevance match” at the bottom of the list. Clicks and spend will be assigned to “relevance match,” but there is no way to tell in the interface what the search terms were that Business.com deemed relevant enough to show your ad and cost you a click.
To gain access to this data, you first should have Michael’s Exact Keyword Tracking enabled on your site. Then, provided you have all keywords set up with their own unique, tagged destination URLs, all you have to do is assign the ads’ default destination URLs their own tags. Since all search queries that are not exact matches to the existing keywords are sent to the ad’s default URL, you can assign the term of the ad URL as “relevance match.”
For example, the ad’s destination URL would be:
http://www.landingpage.com?utm_source=business
&utm_medium=cpc&utm_campaign=campaign+name
&utm_term=relevance+match
Once your account has had time to generate data, you should be able to see how many conversions can be attributed to the keyword “relevance match” when reviewing statistics for Business.com in Google Analytics. Click on that keyword and segment by “User Defined Value” (using Exact Keyword Tracking), and you will be able to see what the actual search queries were that are falling under the “relevance match” heading in one clear convenient place. If these keywords are converting well, you can add them to your listings and bid them up, and if they’re wasting money, you can add them as negatives.
There you have it! A quick and very easy way to find out what this “relevance match” is all about!
