So as we look forward to a new beginning, reflecting on the year behind us can give us a lot of insight. Spend some time before the end of the year to take a step back and reflect on what worked, what didn’t, and what should change going into the New Year.
In this blog, I’ll walk you through how to evaluate your email marketing results and make changes in the New Year.
If you set goals going into 2020, now’s the time to evaluate whether you accomplished them.
Reflect back on the goals you set for yourself in 2020 and answer the following questions:
Did email marketing help you grow your business?
How much of an increase in sales did you see as a result of your email marketing?
Did you build relationships with your subscribers? How?
Did you grow your email list?
Use the answers to these questions to guide your SMART goals in 2021. This is a critical first step to plan your email marketing for the year ahead.
SMART stands for:
Specific: Be exact when setting goals and expectations.
Measurable: Make sure you set checkpoints to measure your progress.
Achievable: You need to make sure your goal is ambitious, but attainable with your current budget, time, and skillset.
Realistic: Your goal should be challenging, but within reach.
Time-bound: Give yourself a due date to complete your goal.
Want to grow your list? A solid SMART goal could be the following: I want to grow my email list to 300 subscribers within the next 3 months.
Step #2: Analyze your ideal subscriber
Chances are you have a specific target audience you want to buy your products or services. We call that your ‘ideal subscriber’ or ‘persona.’
But marketing personas can change over time. Even if you had a defined persona to guide your email marketing, it may be time to look at whether that persona is still the best reflection of your ideal audience. Without an idea of who you’re marketing to, you can’t plan your email marketing to the best of your ability.
To evaluate your persona, consider the problem you’re solving in your email content, products, or services. Are you addressing their pain points? Who has joined your email list recently? Did anything major change for them in the past year?
It’s important to have a solid understanding of the person you want to target in your marketing. It will guide all your content creation and email marketing planning. – Read more
In ad copy, we know that content can affect your ad performance. Headlines, keywords, or even the CTA can impact the ad performance. It is well known that the right landing page can affect conversion rates. Does the URL displayed in your ad make a difference in performance? In this article, we are going to show you that it can make a difference.
Display URL Examples
Using PPC landing pages is not an uncommon practice in helping to measure performance. In this screenshot, we see ads from Gap and Shein that are using a sub-domain in their ads.
Here is another example from Dell. Oftentimes, advertisers will use subdomains like Deals, Shop, or Coupons. In this screenshot, we see Dell is using deals.dell.com in their final URL.
A Display URL Test With Subdomains
For one brand, we had many challenges with tracking due to the large volume of phone numbers displayed on their website. We were able to set up Google website call tracking, but this only worked for their primary toll-free number and not for the local phone numbers. Analytics was able to track the click-to-call activity for all phone numbers, but this was not ideal because it was unable to measure the duration of the call. The best option may have been using a third party call tracking service, but this was not an option for this brand.
So, one recommendation we had was to set up a PPC landing page that would display one primary phone number which would allow full visibility into call quality. One challenge was the brand was unable to set up a page on their primary domain, so we created a separate domain. All ads were redirected to this domain and nothing else was changed in the ad copy. Another thing to note is this client has several Brand campaigns targeting different regions of the country.
As you can see in the Branded campaign, the costs were 12% lower, impressions increased by 18%, and CPCs increased by 16%. The conversions decreased by 25% and the CPL increased by 16%. Updating the ads can reset the ad quality score and this could have contributed to the higher CPCs we saw here. However, the metric that stood out the most for me was the impact it had on our CTR. Less searchers were clicking on our ad with the subdomain as the display URL, compared to the original ads.
The Non-Brand campaign performance was not impacted to the same degree as the Branded campaign. The CTR decreased by 7%, CPCs were 2% lower, conversions increased by 21%, and the CPL was only 5% higher.
One theory was that customers may have trust issues with the domain displayed. That perhaps they could see the organic listing below and were clicking on that instead. In the Non-Brand campaigns, their organic listing was less likely to show in the #1 organic spot due to the competition. The CTR did improve the next month, but only to 5.99%. In Analytics, we do see Organic traffic did have a 17% lift. However, the campaign lost less than 1,000 clicks, and so this traffic increase may or may not have been related. – Read more
If you’re thinking about spending some of your marketing funds on ads to reach your target audience, you’ll want to spend your money in the right place in order to get the best results. Google has over 4.8 billion interactions and 259 million unique visitors daily, and with traffic like that, it’s difficult to imagine a better place to advertise for your business.
You might be wondering if Google advertising works? As Google states, “Google is where people search for what to do, where to go, and what to buy. Your digital ads can appear on Google at the very moment someone is looking for products or services like yours. Whether you’re on desktop or mobile, a well-timed ad can turn people into valuable customers.” Read on to learn how to use Google Ads to promote your business.
What is Google Ads PPC (Formerly Known as Google Adwords)?
Google Ads, formerly known as Google Adwords, is, as HubSpot states, “a paid advertising platform that falls under a marketing channel known as pay-per-click (PPC), where you (the advertiser) pays per click or per impression (CPM) on an ad.” The platform launched in October 2000, just two years after Google burst onto the internet scene. In 2018, the advertising platform was rebranded as Google Ads. With the detailed instructions on how to use Google Ads the platform provides, Google Ads has become increasingly popular as the go-to place for digital advertising for businesses across all industries.
Google Ads PPC allows you to create and share well-time desktop and mobile ads to your target audience, which means you can advertise on the Google Search engine results page (SERP) when your ideal customers are looking for your products and services. Ads from the Google Ads platform are not limited to just the SERPs. They also display on Blogger, YouTube, and the Google Display Network, which can “help you reach people with targeted Display ads while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile devices and apps.”
How to Use Google Ads
Google Ads is a pay-per-click (PPC) model, which means that marketers target specific keywords on Google and make bids on the keywords, competing with other businesses also targeting those keywords. The bids for keywords are “maximum bids” or the max you’re willing to pay for an ad. For example, if you place a maximum bid of $5 and Google determines that your cost per click is $3, then you’ll get that ad placement. If Google determines that the ad is more than $5 then you won’t get the ad placement you bid on.
When using Google Ads, you can choose to set a daily maximum budget for your ad rather than placing a maximum bid. With this option, you’ll never have to worry about spending more than your specified amount for each ad per day. This bidding option can help you get a better gauge of how much you should budget for your digital ad campaigns.
There are three types of bidding options marketers can choose from as part of the Google Ads setup when using Google Ads, including:
Cost-per-click (CPC). How much you pay when a user clicks on your ad.
Cost-per-engagement (CPE). How much you pay when a user performs a specific action on your ad (subscribe to a list, watch a video, etc.).
Cost-per-mille (CPM). How much you pay per 1,000 ad impressions.
Google takes the bid amount and pairs it with an assessment of your ad called a Quality Score, which according to Google, is “an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.” The Quality Score ranges from 1-10, with 10 being the best score — so, the higher your score, the less you’ll have to spend on your ads. When using Google Ads, the Quality Score combined with your bid amount creates your Ad Rank, which is the position your ads will appear on the search engine results page (SERP). When a user sees and clicks on the ad, the marketer will pay a small fee for the ad click, hence pay-per-click.
Terms to Remember When Using Google Ads
Below are some common terms to help you understand, set up, optimize, and run your Google Ads. While some of the terms are specific to using Google Ads, some are related to PPC ads in general.
AdRank. AdRank determines your ad placement when using Google Ads. The higher your AdRank, the more your ad will be shown to users. This increases the probability of users clicking on your ad. Your AdRank is determined by your maximum ad bid multiplied by your Quality Score.
Keywords. When a Google user conducts a search, Google returns a range of results that match the searcher’s intent. They conduct these searches via keywords, which are words and phrases that align with what a searcher wants to satisfy their query. For your ads, select keywords based on the types of search queries you want your ads to display alongside.
Negative Keywords. This is a list of keyword terms you don’t want to rank for. Generally, negative keywords are semi-related to your intended search terms but aren’t keywords you want to rank for.
Campaign Type. As part of the Google Ads setup process, you’ll have to decide what type of Google Ads you want to launch:
Search Ads are text ads that are placed shown on Google SERPs.
Responsive Search Ads allow you to create multiple versions of ad headlines and copy (15 versions of ad headlines and 4 variations of ad copy) when using Google Ads so Google can select the best performing ads to display to users. With traditional Search ads, you create only one version of your ad. Response Search ads, however, give you the opportunity to test your ad components to understand which ads are earning the most clicks.
Video Ads are 6-15-second ads shown on YouTube.
Display Ads are typically image-based and shown on web pages within the Google Display Network.
The Google Display Network (GDN) is a network of websites that allow space on their webpages for Google Ads. These ads can be images or text and are displayed with content that matches your selected keywords. Typically, the most popular Display Ads are Google Shopping and app campaign ads.
Wondering if the people you send to your website find what they’re seeking? Want insights to improve the customer journey?
In this article, you’ll discover how to analyze your website visitor engagement in Google Analytics. You’ll also learn how to see which audience segments spend more time on your website and find opportunities to adjust what visitors see when they first land on your site.
Before we jump into analytics, let’s talk about why you’d use Google Analytics in the first place. Think about it in terms of a conversation. People are coming to your site and your site is having a conversation with them to hopefully get them to become customers.
If you think about it, that’s what happens when people visit an offline store. They have to interact with a salesperson who helps them purchase their products. Your website is basically doing the same thing and Google Analytics is how you can listen for that conversation and understand how users are interacting with your website.
Another way to think about the conversation is engagement. In Google Analytics, you can look at a report and see the engagement level of website visitors. If they’re not engaging at all, it means they’re having a bad conversation and you might want to change some of the marketing messages. If they’re engaging a lot, you’d expect that they would ultimately become purchasers.
Now let’s look at Google Analytics reports where you can find this data.
#1: Analyze Website Visitor Engagement by Traffic Source in Google Analytics
Start by jumping into my favorite report: the source/medium report. From the Google Analytics home screen, go to Acquisition > All Traffic > Source/Medium in the left navigation.
The source/medium report tells you where your website traffic is coming from and the amount of traffic you’re getting from these different traffic sources. It also shows your engagement metrics, and ultimately, the results of all of that engagement.
If your report doesn’t look like mine, that’s because I’m using something called UTMs. Make sure you’re properly using UTMs to tag your traffic as well. Read this article to learn how to set up UTMs.
In the source/medium report, we’re going to focus on the Behavior section, which includes three main metrics for engagement:
Bounce rate tells you how many people came to your site and left without seeing another page.
Pages per session is how many pages people saw during their visit to your site.
Average session duration is how long people stuck around.
At the top, you can see the bounce rate, pages per session, and average session duration for the site as a whole.
Below the sitewide numbers, the report breaks down these metrics by traffic source.
While it’s helpful to know that the bounce rate is 27% sitewide, you can’t really do anything with that information. You’ll need to drill down by traffic source.
In the image below, you can see that the bounce rate for direct/none is 31% and for infusionsoft/email, it’s 12%. So the bounce rate for people coming directly to the site is about the same as the sitewide bounce rate. The infusionsoft/email traffic, however, is about half that. The people coming to the site from email are twice as engaged as the people who are coming there directly.
What about the other traffic sources? The bounce rate for search traffic (google/organic) is 25%, which is about the same as the overall site traffic but not as engaged as email traffic. This is about what you’d expect because these visitors probably just recently heard about the business and therefore aren’t as likely to engage.
Email traffic, on the other hand, has heard about the business. They already know, like, and trust the brand and are coming back again and again. I’d expect the bounce rate to be lower because you’re having a better conversation with this particular traffic source, and according to this data, it looks like that’s the case.
If you look at the other email—ecommerce-unmasked/email—the bounce rate is much higher at 48%. What’s the difference? They’re both email so shouldn’t the bounce rate be about the same?
The difference is that infusionsoft/email is an internal list. These are customers and leads so they understand the brand, are coming back to the site over and over, and are much more engaged. Ecommerce-unmasked/email, on the other hand, is people who don’t know about the business yet. They’re in the early stages of working with the business so a higher bounce rate is expected.
Pages per Session
Now let’s move on to pages per session. Below, you can see that infusionsoft/email is at 5 pages per session, while the sitewide number is almost 4. This means visitors coming from email are seeing a lot more pages when they visit the site.
You already know that the other email source—ecommerce-unmasked/email—has a high bounce rate and looking at pages per session provides even more detail. Instead of viewing 5 pages on average per visit, these visitors are barely seeing 2. They’re coming and going quickly so the targeting for this particular email may need to be adjusted.
Other traffic sources like organic have a higher bounce rate than email, but these visitors are exploring 4 pages per session on average, which is higher than the sitewide number.
This data says to your business that organic is okay. People are searching for problems, finding the site as a possible solution, and when they come to the site, some of them bounce, which is okay. But the pages per session number tells you they’re sticking around and checking out a number of pages, which means they’re going through the different offers and exploring the site.
So what’s the conversation quality with these website visitors? It’s a better conversation because the business is engaging them more. That’s a good sign.
Average Session Duration
The third metric we want to look at is average session duration. In the image below, you can see that people spend about 19 minutes on average with the site for each session.
Now let’s look at the different traffic sources. From the analysis above, you know that infusionsoft/email traffic is highly engaged because the bounce rate is low. Pages per session tells you that these visitors are seeing a lot of pages. And, finally, the 24 minutes on site is a lot higher than the sitewide average (18 minutes). The takeaway is that the conversation with the company’s email list is good. – Read more
Search engine optimization (SEO) is the process of increasing quality traffic to a website using tactics like keyword research, backlinks, and meta descriptions. SEO is well known. In fact, it was the No. 1 tactic used by marketing teams in 2019. Using SEO, you can drive great traffic to your website by capturing users who are already interested in your product. But how do you turn traffic into sales?
That’s where conversion rate optimization (CRO) comes in. What is CRO? It’s the process of getting the maximum percentage of visitors to your business website to perform a certain goal. Using CRO, you can make sure that your website is designed in such a way as to make it appealing and easy for customers to do business with you.
While SEO focuses on building more traffic for your website, CRO’s goal is to move quality customers through a sales funnel. CRO tries to capitalize on the website visitors you already have. While many companies use both simultaneously, CRO can greatly increase a company’s bottom line.
This beginner’s guide to CRO fundamentals will help you obtain a basic understanding of CRO’s processes and strategies. After reading this, you should have an idea of how CRO can help your business’s growth and profitability.
What Is a Conversation Rate? How Does It Relate to Conversion Rate Optimization?
A conversion rate is the percentage of visitors who come to a website and perform a certain action or conversion. There are two main types of conversions you might want a website visitor to take: micro conversions and macro conversions.
The action or conversion can be something small, like signing up for an email list. These are called micro conversions. They don’t make a sale, but they move a customer further along in the sales process.
If a visitor’s action is something big, like purchasing a service, becoming a paid subscriber to a website, the action is a macro conversion. This type of conversion represents the end goal of the sales process.
It’s fairly easy to calculate your conversion rate. To get a CRO calculation, take the total number of conversions you have and divide it by the total number of visitors to your site. Then, multiply the result by 100. You’ll be left with your conversion rate as a percentage. For example, if you have 100,000 visitors to your website, and you’ve made 1,000 conversions, your conversion rate will be 1%. More specifically, check out the CRO calculation below:
(1,000 conversions/100,000 visitors) x 100 = 1% conversion rate
CRO is a way to give companies the best chance to convert traffic into sales. Whereas processes like SEO can take a long time to be effective, CRO can immediately work because it doesn’t rely on attracting more clients, and it can swell your company’s revenue.
There are a few different ways to track conversion rates, including:
Google Analytics: If you track your site metrics using Google Analytics, you can use the “Goals” feature to track specific conversions.
Heat maps: There are several tools available that can create a heat map of a site page to visualize where people are clicking and scrolling on your website. This can help you determine not only where to put your calls-to-action (CTAs) but also reveal whether they are successful in driving conversions.
Internal data: Depending on what programs you use to monitor sales or sign-ups, you’ll likely be able to pull this data to see which pages or specific CTAs are driving the most conversions.
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Benefits of Conversion Rate Optimization
CRO has a lot of benefits for businesses. It’s all about making your company’s sales process more efficient. If you do CRO marketing correctly, you can make your website content highly targeted toward the customers who are most likely to purchase your services.
Some of the benefits of CRO include:
You can maximize your company’s marketing ROI. CRO focuses on using resources that your company has so that it can cost less and result in better returns than other options for driving sales.
CRO lets you understand your customers’ behaviors, patterns, and needs. To effectively market to the right clients for your business, you must develop a picture of who those clients are.
It helps your website rank higher in search engine results pages (SERPS) on Google. CRO is all about meeting your customers’ needs, and Google rewards websites that offer what customers search for with more visibility.
You can get a competitive edge over others in your industry. If your competitor is trying to increase sales by simply increasing traffic or spending without using CRO, you’ll have the advantage of appearing more able to meet your clients’ needs.
It makes it easier for customers to buy from you. CRO aims to get rid of anything that could make it difficult for a client to do business with you. You don’t want anything keeping you from making a sale.
8 Ways to Improve Your Conversion Rate
There are several things you can do to improve your conversion rate. CRO is all about making your website operate in a way that drives leads or sales. Learning these will ensure you’re not missing out on easy sales. – Read More
If you’ve recently embarked on your CRO journey, here’s a couple of questions for you: How do you prioritize your experimentation ideas? Do you work in silos, or do you see benefit in opening up experimentation to collaboration? If you do see benefit, how do you plan to go about achieving it? How do you plan to address resource issues in your testing plan? The answer to all these questions points to one strategic move that differentiates CRO experts from beginners – building a CRO roadmap.
Building a sustainable CRO roadmap guides your efforts and ensures it systematically contributes towards your business goals at large. Whether you are an agency handling CRO for hundreds of clients or someone who manages CRO for your company, a roadmap will streamline your efforts and maximize throughput by avoiding redundancies and providing a clear step-by-step approach towards optimizing your site.
Similar to a calendar, a CRO roadmap is essentially a detailed schedule that entails which experiment will be launched when, the time and resources it requires, and the expected outcome. A roadmap ensures that each tweak, change, test, and insight adds value to the next step and accordingly strengthens it to deliver improved results. With a dedicated roadmap to consult, you don’t rely on hope to get results from a few poorly planned and ill-executed experiments scattered across months.
Why do you need a CRO roadmap?
You can think of a CRO roadmap as a step-by-step framework that you refer to for prioritization, test planning, and allocation of resources for all your CRO efforts, without which you would be completely shooting in the dark. Here are some of the major reasons you need a CRO roadmap to get started.
To switch from a fragmented to a strategic approach
If you randomly run a survey on your homepage this month and conduct a couple of tests on your product page the next month (and so on), you are not going to be able to make the most of the insights gathered or leverage the full potential of the results. To do so, you need a roadmap that dictates every process so you can feed every insight and learning into your pipeline and use it judiciously to drive more substantial results from your program as opposed to some scattered wins or losses.
Let’s say you want to improve your online store’s checkout rate. Needless to say, there are tonnes of tests you can run to optimize for the same. For instance, you could optimize the number of steps in the checkout flow, add social proof and trust badges, avoid the addition of surprise costs at the last step, and so on. Now, without a roadmap, you wouldn’t know which one to prioritize and you might just end up spending too much time running each one of them without getting the expected outcome. On the other hand, if you follow a roadmap, prioritize tests, plan and scope them out over a calendar month/quarter, you can be assured of more promising results.
To get a better hold of resource planning
Again, if you have a systemic approach to optimization, you can always plan your resources in advance, delegate projects, and overall function smoothly with little or no friction as opposed to facing a mini resource crisis every time you decide you want to run an ad-hoc test.
Moreover, you can always learn from experience and incorporate your learnings of how you can allocate resources better to drive more significant results, efficiently. This is not possible if you follow a haphazard outlook towards optimization and don’t depend on any set framework to guide decisions.
To improve the speed and efficiency of your CRO program
Needless to say, optimizing your digital properties methodically will only improve the efficiency of your efforts as you would be incorporating previous learnings and doubling down on what works well. Having an overarching roadmap also ensures your processes and tasks are aligned with the overall business goals, so there is minimum iteration, faster delivery, and more promising results.
For instance, if you follow a roadmap, you will know which tests you have to run in the coming month and have the liberty to start laying the groundwork (analyzing data, getting variations created, etc.) and plan your resources accordingly. On the other hand, if you are running sporadic tests, you will end up wasting time in deciding what to test next, ensuring it doesn’t overlap with another test, and planning your resources for it.
How to develop a successful CRO roadmap
Revisit your business goals
Take a step back to revisit your most pressing and current business goals so you can understand how CRO can help you achieve them. These goals will anchor your CRO program and ensure your efforts are not aimless or applied in the wrong direction. For example, an eCommerce company could have a business goal to increase the average order value, while for a media company, the goal could be to uplift the content consumption on their site. These will then help you deduce what your optimization goals (and their corresponding metrics) need to be.
Deduce corresponding website goals, KPIs, and target metrics from your business goals
Use your business goals to drill down upon what are some of the more tactical website goals you want your CRO program to achieve, what are the performance indicators you need to watch out for, and what would be the target metrics you need to measure corresponding to them. For instance, if increasing the average order value is your business goal, you can break it down further into:
Now, these could be your optimization goals, each of which you can tackle using specific strategies and tests. The metrics to be measured could be revenue per customer, conversion rates, and so on. – Read more
Imagine travelling to a country for the first time by yourself.
Without a guide or some sort of map, you’ll definitely get lost.
The same thing happens when you don’t map out your customers’ journey; you’ll get prospects lost because they won’t find it easy to equate your business to the solution they’re looking for.
Worse, you’ll lose them to competitors who have their customer journey mapped out already. And you’ll understand this better as you proceed with this guide.
Without a customer journey map, you can’t easily plan out the interactions potential customers should have with your business that will convert them into customers. In other words, you can’t engage with your audience, effectively.
And besides that, you won’t be able to easily strategize what they should do after buying your product. Should they be advocating for your business? Should they join an online community of your existing customers? These are some questions you’ll be able to answer with a customer journey map.
But let’s define what it really is – just to be sure we’re on the same page:
What’s a customer journey map?
To put it simply, a customer journey is the process a potential customer goes through before, during, and after making a purchase from you.
It covers all the customer journey stages from the time they hear about your brand through the period they’re considering your product or service, to even after they’ve bought from you.
Unfortunately, your customer’s journey isn’t always linear.
A prospect can visit your site, add a product to cart or start filling your contact form, go through your testimonials page, and leave for days before coming back to finally make a purchase.
To understand this better, let’s look at this example: Mr A needs to buy a pair of affordable, high-quality blue shoes. There are a couple of places (Google, Amazon, etc.) that he could go to start his buying journey, but he chooses Instagram. He searches Instagram, scrolls through the feed, and sees a page that promises what he’s looking for.
Impressed by the product descriptions and their page’s aesthetics, he clicks on their website link and lands on their homepage. Then, he browses through their page and, that’s right, sees a blue shoe.
There, Mr A becomes a customer of the brand he’s bought the product from.
This is an example of a simple customer’s customer journey, and mapping it out visually helps you create your customer journey map.
But a customer journey can be much more complex than this simple illustration we just gave, depending on the nature of your business and the complexity of your product or service.
The image below is an example of a customer journey map; it can be simple or complex based on what you include, the time frame, and your type of company.
By now, you probably have enough reasons why you should be mapping out your customer journey, but if you’re still not certain you need it, here are three other reasons you should consider:
Three major reasons why you need a customer journey map
Smart business owners use customer journey maps. Research reveals that companies using customer journey maps have a 54% greater return on marketing investment than those that don’t.
Even more, the chart below shows a side-by-side comparison of brands that use customer journey maps and others that don’t. You can see that in every area compared, brands that use customer journey have a higher percentage than brands that don’t.
With a good customer journey map, you can:
Reason 1: Improve your customers’ experience
Brands with superior customer experience bring in 5.7 times more revenue than their competitors that don’t.
Since a customer journey map is a visual representation of your customers’ journey, you’d be able to see their experience with your brand and improve on it. When you do this, your customers will have a seamless experience buying from you. And the more seamless their experience with your brand, the more sales you get; no wonder 43% of all consumers would pay more for greater convenience.
Reason 2: Reduce cost and increase sales
Brands that use customer journey maps reduce costs and increase sales. A study by the Aberdeen Group shows that such brands experience more than 10 times the improvement in customer service costs and a 21% yearly growth, while brands that don’t actually experience a decline in growth at -2.2%.
The same research shows that brands that use customer journey maps enjoy an average sales cycle that is 18 times faster, with 56% more revenue from upselling and cross-selling efforts. – Read more
Offline conversion tracking is a dream for B2B advertisers. It lets you take a whole chunk of data your automated bidding strategies were previously missing out on and optimize toward it. But if you’ve set up offline conversion tracking, and you’re not quite sure what to do next, here are some tips on how to optimize for the best lead quality.
1. Assign Value to Your Conversion Actions
Think about the lifetime value of your customer and the steps along your customer journey. You can assign value to each step along the customer journey to make sure your campaigns are optimized to the right conversion actions.
First, you’ll determine the lifetime value of a customer. In determining the lifetime value of a customer, you want to consider the number of users who converted from PPC clicks, average revenue per purchase, average purchases per year, and then number of years they’ll be a customer. Multiply all of these number together, plus your profit margin, and subtract your Google Ads spend and voila! You have the customer lifetime value.
From there, you’ll work backwards to determine what value each step of the customer journey has.
Let’s imagine you sell software to enterprise level businesses. Your average lifetime value for a customer is a $10,000. You know on average, before someone becomes a customer they download a case study, then sign up for a webinar, and if they attend a webinar, your sales team marks them as an SQL and takes it from there.
That’s three steps before they become a customer. You know from experience that about 10% of people who become SQL turn into customers. Your $10,000 customer lifetime value multiplied by the 10% conversion rate from SQL to customer means the value of a meeting attendee is roughly $2,000. From there, you can continue working backward to determine a value for each step.
2. Create Custom Columns for Each Stage in Your Sales Cycle
Continuing from our previous example, you now have your 3 steps in the sales cycle (case-study, webinar, and SQL), and you know the rough value of each. Create custom columns in the Google Ads interface to better organize this information. Access custom columns by choosing ‘Modify Columns’ and search for ‘Custom Columns’.
Creating custom columns is the easiest way to define metrics around your imported offline conversions. You can also lump together different conversion actions. If you’re tracking multiple case study offers as conversions, you might lump those together under one umbrella in a custom column. You can assign value to each conversion action, making it easier to track metrics like ROI or revenue. You can also create custom cost/conversion metrics for different conversion actions.
3. Optimizing Your Campaigns Towards a Conversion Action
Which conversion action your campaign optimizes for really depends on your campaign objectives. Using the same sales cycle steps as we did above, you know that your sales cycle is long, so it may take a while for leads to become sales-qualified. In this case, you might want to set up your campaigns focused on awareness and reach to optimize toward the first step in your sales cycle, a case study download. From there, you can use remarketing campaigns to drive users to more down-funnel conversion actions. – Read more
Millions of businesses, large and small, rely on Google Analytics to understand customer preferences and create better experiences for them. With more commerce moving online and businesses under increased pressure to make every marketing dollar count, insights from digital analytics tools are even more critical.
But with major shifts in consumer behavior and privacy-driven changes to longtime industry standards, current approaches to analytics aren’t keeping pace. In a survey from Forrester Consulting, marketers said that improving their use of analytics is a top priority, and that existing solutions make it difficult to get a complete view of the customer and derive insights from their data.
To help you get better ROI from your marketing for the long term, we’re creating a new, more intelligent Google Analytics that builds on the foundation of the App + Web property we introduced in beta last year. It has machine learning at its core to automatically surface helpful insights and gives you a complete understanding of your customers across devices and platforms. It’s privacy-centric by design, so you can rely on Analytics even as industry changes like restrictions on cookies and identifiers create gaps in your data. The new Google Analytics will give you the essential insights you need to be ready for what’s next.
Smarter insights to improve your marketing decisions and get better ROI
By applying Google’s advanced machine learning models, the new Analytics can automatically alert you to significant trends in your data – like products seeing rising demand because of new customer needs. It even helps you anticipate future actions your customers may take. For example, it calculates churn probability so you can more efficiently invest in retaining customers at a time when marketing budgets are under pressure. We’re continuing to add new predictive metrics, like the potential revenue you could earn from a particular group of customers. This allows you to create audiences to reach higher value customers and run analyses to better understand why some customers are likely to spend more than others, so you can take action to improve your results.
With new integrations across Google’s marketing products, it’s easy to use what you learn to improve the ROI of your marketing. A deeper integration with Google Ads, for example, lets you create audiences that can reach your customers with more relevant, helpful experiences, wherever they choose to engage with your business.
The new approach also makes it possible to address longtime advertiser requests. Because the new Analytics can measure app and web interactions together, it can include conversions from YouTube engaged views that occur in-app and on the web in reports. Seeing conversions from YouTube video views alongside conversions from Google and non-Google paid channels, and organic channels like Google Search, social, and email, helps you understand the combined impact of all your marketing efforts.
Businesses taking part in the beta are already seeing benefits. Vistaprint, responding to rapid changes in their business at the start of the pandemic, was able to quickly measure and understand the customer response to their new line of protective masks. And Jeff Kacmarek, Vice President of Domino’s Pizza of Canada, found that “linking the new Google Analytics to Google Ads enables us to optimize around the actions that matter most to our customers, regardless of how they interact with our brand.”
A more complete understanding of how customers interact with your business
The new Analytics gives you customer-centric measurement, instead of measurement fragmented by device or by platform. It uses multiple identity spaces, including marketer-provided User IDs and unique Google signals from users opted into ads personalization, to give you a more complete view of how your customers interact with your business. For example, you can see if customers first discover your business from an ad on the web, then later install your app and make purchases there. – Read more