Do you know how to measure the success of your online advertising campaigns? If not, you are in luck! We are Google Partners and recently hosted a livestream event where Google experts shared information on the best ways to determine if you are getting the most bang for your buck when it comes to all the ad money you are spending. Consumers often have dozens or even hundreds of digital interactions before they buy something today.
The sheer amount of data created is staggering. There are more than enough dots to be connected for full visibility into the customer journey. If you don't define your measurement goals from the beginning, you may not collect the right data — and understand what's working and what isn't. When we close the gap between Measurement and Marketing, we can not only answer the question “How are we doing?” but also the more important question, “How can we do better?”
This is an easy question. Right? Not always. It’s important to take a step back and make sure your site is helping you reach your company goals. Are you can e-commerce site who wants to sell more items online, or is your goal to generate leads? Whatever the case, take the time to determine if your site is meeting your goals. Not sure? Google Partners, like us, are equipped to help you make sure.
Organizations that tie marketing metrics directly to business objectives are 3x more likely to hit their goals.
People are using mobile more and more each day. Having a mobile friendly responsive website will allow you to be there when people want to do, want to go, want to buy, and want to know. Having your information readily available and easy to access allows users to easily engage with you.
According to Google, 73 billion calls to businesses will be generated by mobile search in 2018. Talk about the importance of having an easily accessible mobile site!
The customer journey has evolved. Not only are people moving to mobile, they are using a variety of platforms to research and access information. According to Google, 90% of people say they use multiple screens when doing activities, such as searching for hotels or shopping for electronics. Plus, they say that over $30 billion was generated through phone calls in 2013. Imagine what that number is like today! Showing up when people are searching, plus having the correct information available at their fingertip, is a must these days.
Knowing what type of device your viewer uses can dramatically improve your return on investment. When using mobile search to help make a decision, people are:
Those are staggering numbers. Understanding your consumer can help you position your business in a way to be there during those micro-moments when people want to know, go, do, and buy. It’s important to account for multi-screen and multi-channel in your marketing plans and look at Google’s mobile solutions holistically.
Additionally, cross-device conversions and attribution models are important tools for understanding ROI. The marketing world’s intense focus on analytics, of late, hasn’t always led to better performance — because, while it’s easy to collect data, it’s difficult to turn it into deep insight. Understanding the type of devices your customer is using is crutial and should included in your marketing plan.
How do you determine the value of each ad that a consumer sees prior to completing a purchase? If you aren’t currently tracking this for your digital marketing, Google has a tool called Attribution Modeling that can help. It sounds pretty intimidating, but this livestream really helped breakdown the type of modeling options Google has available to track your return on investment. This type of modeling allows advertisers to use models other than the last click method - where all ad dollars spent are applied to the last search term a user entered - to determine conversion credit. In other words, where is your business actually converting the viewer into a purchaser? It allows you to track your advertising dollars in the way that works best for your business. While users often click on many ads before they convert, advertisers usually credit only the last click. Zeekee can help you choose a model that will fit your company business objectives.
Now it’s time to put your thinking cap on and figure out how your business is positioned and determine if you are getting the most bang for your advertising buck. Google offers solutions that give you a holistic view of your campaign performance when pieced together, and since we are a Google Partner, we can help. Our goal at Zeekee is to help you grow your business, and a great way to do that is through utilizing two AdWords tools that make cross-device measurement easier, including Cross-Device Conversions and Attribution Models.