14 Nov '12, 12pm

Your AdWords CPA is Lower Than You Think

Your AdWords CPA is Lower Than You Think

Scenario #3: Path to conversion is greater than 30 days Let's say that I'm in the market for a pair of Repetto python skin ballet flats. After doing some initial research, I find through a PPC ad that they are available on a site called FarFetch.com. However, these particular flats are quite expensive, so I'll need to save for a few weeks! Thirty-one days later, I return to FarFetch.com and buy the flats. Even though I'm making the purchase on the same computer I used to visit FarFetch.com 31 days earlier through a PPC ad, the conversion won't track in FarFetch's AdWords account, because the Google AdWords cookie has a 30-day shelf life. The length of the consumer purchase decision process varies with different types of products/services; therefore, the 30-day AdWords cookie lifespan will impact some advertisers more than others. The decision process for buying a pair of s...

Full article: http://www.searchenginepeople.com/blog/your-adwords-cpa-i...

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