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How to Plan a PPC Campaign

Whether you decide to embark on a pay-per-click (PPC) advertising campaign to add an extra string to your digital marketing bow, or because you want to use it as an alternative keyword research tool in today’s world of keyword (not provided), the ability to plan and manage your campaign holds the key to whether you achieve your objectives.

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How to Tell People you’ve linked to them

If you’re crediting other websites with links out from your own, the onus is on you to tell them you’ve done it, otherwise your generosity may never be discovered!

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Why You Should Set Up Google Analytics Goals

If you have a website, then it goes without saying that you want it to be a success.  However, many people, particularly those that have had no direct dealings with a digital marketing agency or that know little about digital marketing or sectors within it such as search engine optimisation might struggle to understand what success for their website looks like.

Measuring Success

Naturally, as a business, revenues are going to be the ultimate measure of success.  When it comes to a website, however, a business owner might be tempted to look at keyword rankings, for example, or the traffic headed into a website.  Traffic is definitely a sensible metric to look at, but many business owners are unable to differentiate between traffic and traffic that matters.

What’s the difference?

Well, traffic that matters is traffic that is going to convert.  You could rank highly for 10 irrelevant keywords that bring you loads of traffic, but these people aren’t going to spend any money on your services or products.  At the same time, we know that someone might need to come to your website five times before they decide to buy something.  This makes your conversion rate look like its 20% based on this one person alone, but in reality it should be 100%, as in the end they found your website and have done business with you.

Google Analytics Goals

One way to measure the success of your website is with Google Analytics goals.  You can use Google Analytics goals to measure monetary conversions if you want to, but it is much more valuable if you use it to look at all the “mini” conversions browsers might undertake.  These might include clicking through to an action or purchase page, watching a video that is on the page, downloading a case study, or commenting on a blog.

By setting up Google Analytics goals you are effectively tracking the quality of your organic traffic.  If you look in your Analytics account and see that you’re not converting any organic traffic, for example, this would indicate that the traffic you’re getting is irrelevant, and that you need to look at keywords and other SEO elements.  On the other hand, if your organic traffic is converting well but your paid search traffic isn’t, it might be time to rein in that Google AdWords spending!

Google Analytics goals are great for measuring the success of your digital marketing campaign but also help you to plan your overall digital marketing spend.  You’ll also get an idea of how well your organic traffic is converting in comparison to social referrals and direct traffic, for example, and have a much better idea of where you need to be aiming with your online campaign.

Bough Digital offers a conversion rate optimisation service and full Website Analytics analysis that include analysis of your Google Adwords and consultancy services that will help you maximise your use of Google Analytics now and in the future.

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Posted · May 02, 2014
Categories · Website Analytics.
Related Articles · How to Plan a PPC Campaign. How to Find Links Pointing at Your Site. What is Google's Scraper Report Tool?. How to Grow Social Referral Traffic. How to Measure Twitter Engagement. What is Google’s Page Layout Algorithm?. Does Readability Affect SEO?. Do Search Engines Look at Spelling and Grammar?. How Should I Highlight my Keywords On-Page?.

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