How Are My Campaigns Progressing?: Tips on How to Measure Activity
I have been extremely busy lately, I maintain a full work
load here at 7Search, as well as continuing my education about the Search
Engine Marketing industry as a whole. It’s a lot of work, but I enjoy learning
and surprising myself by what I’m able to accomplish. I have been exploring the
platform in order to familiarize myself and decide the best ways to work with
this massive amount of data. Since I have very little time to waste between all
of my projects, I have to find the variables in my reports that I can at a
glance determine the progress of my campaigns.
I’ve been learning a lot, so let me share with you so you
can grow, too.
It all depends on the
goals. The best ways to determine how you are progressing is by defining
very clearly what your online campaign is trying to accomplish. If you are
running an e-commerce site, then reaching goals and creating conversions may be
your focus. Your campaign could also be focused on lead generation, provoking
your audience to sign a form, subscribe to a newsletter or pick up the phone.
Some ways to determine the progress of campaigns with these
types of goals is to compare your amount of clicks to the amount of conversions
you’ve created. If you are receiving conversions with a low amount of clicks,
this could indicate that your keywords are extremely well targeted, the offer
or niche is attractive and your site is designed efficiently. If you are
receiving a low amount of conversions and receiving a large amount of clicks, this
could indicate that your keywords are not targeted enough, or that your ad copy
and site are not attractive to an audience.
You can do this by creating a chart covering a certain
amount of time (week, month, quarter, etc.), and compare the click amounts with
your conversion rate. You can then plug in your data depending on the date to
compare and contrast your activity. For a lead generation site, this is harder
to track as a conversion doesn’t occur on the site. You would need to track
your business results and track back to where your leads came from (online, on
the phone). Benchmarks could be put into place to help you track, such as (x)
amount of leads on the phone, or (x) of emails collected into your database.
Use metrics to mark
your progress. Google Analytics offers data on seemingly every factor that
is at work in pay per click. They act like clues, helping you piece together a
picture of the activity of your account. A metric that you could use to examine
is your amount of spend. Let’s say that your product costs $300. You’ve spent
$400 in clicks to market it. You are then operating at a loss. This is helpful
because then you can determine where you are bleeding and what needs to be
adjusted. Are your keywords bid higher than necessary? Are they targeted
enough? How about the keyword match?
Another metric to look at is your bounce rate or pages per
visit rate. Bounce rate indicates the amount of time that visitors spend on
your site. If your site is relevant and high quality, visitors should spend a
decent amount of time going from page to page. This translates into a low
bounce rate. However, If you have a high bounce rate (above 50%), then you have
to ask yourself what issues may be at work. It could be the factors I mentioned
above or possibly click fraud. Tweak your campaign to lower that bounce rate
and make your site more relevant.
The pages per visit rate shows how many pages were clicked
through with each visit. This indicates that the visitor found the content
compelling and worthy of exploration. If your visitors are clicking through
several pages, they are possibly interested in making a converting action. This
metric is affected by the size and scope of your site, but is still a valuable
indicator of site activity.
Pay per click at large can be a daunting behemoth, but you
don’t have to be intimidated. The trick is to get what you need for your
operation, profitability. Stick to the metrics that directly affect your
progress. Start out small and gain a foothold into the workings. After that,
you can start to play with the data in different segments in order to “drill
down” into the information.
As I progress, I’ll be sharing more ideas with you. Stick