Analytics Data & PPC Optimization to Achieve Meaningful Results

The real advantage of online marketing is that virtually everything can be measured, so you no longer need to rely on "faith-based" marketing to achieve your goals. This presents a remarkable opportunity for businesses and marketing professionals worldwide to embrace the tools and technologies that will be the future of our marketplace. The PPC articles are about how businesses can use the data available to them along with a network of tools to make online marketing decisions that produce success and a return on investment.

 

A data-driven approach to online marketing and PPC optimization is a three step process that involves configuration of web analytics, relevant traffic building and campaign/website testing. We'll now look at the first stage in this process and what it means to achieve full accountability.

 

Making the right decisions about online marketing campaigns is based on having the right data. The risk of inconsistent, unreliable data can be expensive, and is not better than ignoring the data in the first place. In some instances, unreliable data will completely lead you in the wrong direction.

 

Every traffic and lead generation campaign implemented online should strive for full accountability - that is, having a system in place so every traffic or lead generation dollar spent online can be traced back to the site and its contribution to the site's goals. Achieving full accountability doesn't mean flipping a switch (figuratively, it can, but not literally). It involves asking a lot of questions and taking an honest look at how things currently exist.

 

Your web analytics tool is, or should be considered, the cornerstone tool in your network of search marketing tools. Whether you use Omniture, Webtrends, Yahoo or Google for your site's web analytics (we will use Google Analytics throughout the course of the PPC articles), it will only give you out-of-the-box click-stream data. It won't automatically give you data that takes into account the unique objectives of your site and it certainly won't tell you what you have to do about the data, i.e. insight.

 

Achieving full accountability of our marketing dollars using web analytics begins with understanding business, how customers shop and buy and setting the right macro and micro goals. We take these vital ingredients and build our custom metrics that capture exactly what we want to see and how we want to see it. From there, we can obtain actionable insight.

 

Contact one of our PPC consultants today for a FREE consultation and to begin your PPC strategy! We work to simplify your Internet experience so you can focus on your business! Contact Us