Guest blog post by Alan Grainger, SEO Specialist
You can have the best ads placed in the best locations on the Internet, but if you don’t know how they’re performing, they’re as good as useless. Marketing is an investment, and as such, marketers are often tasked with measuring the ROI of their online marketing campaigns.
PPC, Facebook, Evergage, remarketing – all of these are hugely powerful elements in your businesses online marketing campaign. When you really put them to the test, that is. When your boss asks you how effective each campaign has been, do you know the real answer?
It can be easy to get lost in the dashboard of your favorite analytics software. With endless graphs, charts and statistics, even the best SEOs and marketers can lose their way. But knowing exactly how each campaign performs is crucial. Along with services that can do real-time reporting based on customer behavior analysis, here are three more ways to monitor the ROI of your online marketing campaigns:
1. Goal tracking
Most marketers are using Google Analytics or one of its alternatives to monitor their marketing efforts. But you need to be using more than just the standard data it provides. You need to set up custom goals.
What is it you want your website to achieve? Do you want people to sign up to your mailing list? Spend a certain amount? Stay on site for a specific length of time?
For example, say you want to see how many people have filled in your inquiry form. First, you need a specific “Thank You” page that can only be reached once the form is filled in. You then need to place a specific piece of tracking code on this page. Then, every time someone lands on that page after filling in the form, analytics will record this as a completed goal.
With these goals in place, you can see exactly how certain pages and campaigns are performing. You can find out more about setting up custom goals on the Google Analytics website.
2. AdWords spend vs. AdWords sales
If you’re running a PPC (pay-per-click) campaign on a platform like AdWords, you will have a solid idea of how much you’re spending each month.
But do you know what ROI you’re getting from these ads? How is your AdWords spend performing against your sales? Are you getting a great return, or should you focus your efforts somewhere else?
Unless you’re monitoring your campaign effectively, you won’t have a clear picture of what’s working for your business. Take the time out to monitor your spend, and decide whether you should invest more money or cut back.
Armed with this kind of knowledge, you really can get the best bang for your marketing buck.
3. Call tracking
Not everyone who lands on your website will make an inquiry via email or your contact form. But do you know how many people are converting over the phone? And more importantly, do you know what ad or SEO keyword drove the conversion?
By using call tracking software, you can monitor exactly where your telephone inquiries are coming from. You can see which ad the customer is calling from, the journey they took around your website, and more.
More sophisticated call tracking software can even record your phone calls, and pinpoint exactly where your sales process is working well – and letting you down.
Monitoring the ROI of your online marketing campaign involves more than just Google Analytics, but it doesn’t have to be difficult. By implementing a couple of these steps, you can clearly see exactly how your advertising is performing. Getting more bang for your buck has never been easier.
Superdream is a leading advertising agency, specializing in helping businesses maximize the ROI of their marketing. Their exclusive service, Campaign Tracking, can transform your advertising forever. Visit their website to learn more and arrange your demonstration.