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Metrics are an essential part of every online marketer’s life. They are an absolute necessity for knowing exactly how your campaigns are performing and how you can best make improvements. It may be of some surprise however that these metrics can be broken down and separated into four basic lifestyle stages of marketing: attracting, engaging, converting, and renewing. Everyone has their preferences, but Noran El-Shinnawy has some suggestions for the best metrics for each stage in your process.

Stage 1: Attract

  • Impressions

In the first stage, it is best to simply let yourself be guided by a set of three questions, metrics aren’t necessarily as important as ensuring your are communicating the right message to your audience. If you can say yes to the following three questions, you’re on the right track.

  • Is this the right message?
  • Is this the right audience?
  • Is this the right time?

For PPC, getting these three questions right relates to how you are handling techniques like keyword choice, targeting, and bidding.

Stage 2: Engage

  • Clicks
  • CTR

Creating the ads is the fun part of marketing. You get to be creative and finally engaging your creative side of your brain is a welcome relief from data and graphs. The metrics will help you measure how others are relating to your copy, but you can also check out these five tips for writing better ads.

Stage 3: Convert

  • Conversion
  • Cost
  • Cost Per Conversion
  • Conversion Rate
  • Revenue Per Conversion
  • ROI
  • Average Position
  • Average
  • CPC

Most often we find ourselves thinking about ROI purely in terms of dollars and sales. But, not every business benefits from that model. For others, ROI could be better informed by being associated with the value of page views, leads generated, and other such considerations.

Start out by installing a conversion tracking and analytics tools. This will open your eyes to the other possibilities for determining your ROI, while keeping you in-tune with the important numbers like total revenue and advertising cost. If you invest in your metrics, you can make smarter bidding decisions, and keep your focus on the most profitable ads for you.

Stage 4: Renew

  • Returning Visitors
  • Returning Visitors Revenue

The end phase is where you make improvements and complete the cycle. After the third phase, visitors have two options. They can convert, or they can choose to not convert. In both cases, there is valuable information to be gathered.

If they didn’t convert, investigate and find out what kept them from converting. You can go after them with targeted remarketing campaigns, or you can analyze their path to determine why they weren’t convinced to convert. Was there a technical problem on your site?

Did they not find your products or services compelling? Were your prices too high? Finding out these answers tells you what you need to do in the future.

AdWords for Video launched last August, but it took until earlier this month to tack on the much needed analytical tools that have become standard for regular, old AdWords for text.

As Katie Ingram reports for CMS Wire, AdWords for video has added 3 essential tools to help advertisers track who is experiencing their ads.

Reach and Frequency Reporting allows users to see how many unique viewers their ad has received, which seems like something that shouldn’t have taken 6-months to include.

Column Sets takes a company’s marketing goals and shows them relevant metrics to reach said goal. Users can use default columns, such as Website and Conversions or Views and Audience, or make their own out of the available metrics.

GeoMap simply shows where viewers of your ad are located. None of these are groundbreaking inventions, but rather relevant and useful tools to help make AdWords for Video as effective and popular as the original flavor.

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Is your social media marketing strategy relying on so-called “vanity metrics”? Pageviews, Twitter followers, Facebook likes and even conversion rates fall under that umbrella, as Ivory Madison reports for Harvard Business Review.

Instead, you should be relying on “actionable metrics”. Relevant revenue, sales volume, customer retention and relevant growth are counted on here. To determine your success in these areas, you simply need to compare your company’s results with the involvement in social media in certain projects.

At the core of any good metric is a clear cause and effect. You should be able to translate the actions taken on social media and translate them directly into the success of your business.