Many new business owners and small businesses acknowledge the need and importance of an online marketing campaign in getting the word out there about their products and grow their businesses. However, they are discouraged when they pump money into marketing ventures such as pay-per-click marketing campaigns and don’t get the return on their investment. Despite spending their hard-earned money, they don’t have the increased revenue or sales to show for it. The reports they get after such campaigns are often complex and laden with so much information that it’s hectic and difficult to pick what’s important and what’s not. Discouraged and frustrated, it is easy to give up on online marketing.
Online marketing isn’t and shouldn’t be unmanageable if you have the right tools to give you only the useful reports and point you in the right direction.
Tracking Performance
Performance tracking and monitoring tools like Ad watcher gives only important accurate metrics about your campaign. If you are advertising your business on email, Google and other search engines, and social media sites, you need a one-stop shop that lets you monitor all your campaigns on numerous platforms on a single interface. It will help you know which campaigns are doing well and which ones are performing poorly. Using this information, you can then know where to spend your money and how much of it you spend.
To know how successful your online marketing campaign is or will be, you should avoid the following mistakes and watch out for the following metrics:
Quality Score:
The quality score shows how relevant and targeted the keywords used in your pay-per-click (PPC) campaign is. It indicates how effectively the ad utilizes keywords to reach targeted internet users and how fast the landing page, and how much time the visitors are spending on the landing page.
A shorter time on the landing page means a higher bounce rate. A high bounce rate means visitors aren’t staying long enough to give any meaningful conversions. A high bounce rate negatively affects your quality score.
The quality score can be improved on to benefit from the lower cost per click and increased visibility that comes with a higher quality score.
The Keywords
The keywords used in the campaign should be relevant and targeted to give meaningful conversions from the traffic coming in from the campaign. Having relevant keywords improves the quality score of your ad, how high the search engines will rank it and how frequently it is shown to the targeted internet users. Using a monitoring tool you can then find out which keywords have the highest conversion rates and look for ways of tapping into that.
The Cost-Per-Click (CPC)
This handy tool shows how much it costs you to reach your targeted audience. The higher it is, the fewer people you are likely to reach for a given budget. For example, if your CPC is $1.20, for an online marketing budget of $1000, you can have 833 visitors. If the CPC is lowered to $0.80, the traffic significantly increases to 1250. Therefore, the lower the CPC is, the better.
All these parameters can be improved on if you have the accurate data and you know how to use it.