Here, I outline four easy steps marketers in any industry can utilize to effectively implement successful high-performing marketing campaigns using Campaign Measurement. The four steps are to first decide on the type of information you wish to collect, then gather it, evaluate it, and then organize and analyze the data. If you need to accurately measure how well-performing your marketing campaigns are, you must take the extra time to develop unique, well-defined, campaign materials. Following these steps will set you on the right track to successfully realize the marketing goals you have for your company.
In order for a company to successfully implement Campaign Measurement, they must first have the ability to collect information. Most marketers choose to gather information through social media platforms such as Facebook, Twitter, YouTube, etc… Others choose to go straight to Google Analytics. However, social media provides a rich source of relevant data, however it is relatively time-consuming and tends to change daily. Tracking through Google Analytics provides up-to-date, detailed campaign measurement information that allows marketers to quickly prioritize and analyze which efforts to produce the most results.
As you may be aware, Google’s AdWords is one of the most popular pay-per-click initiatives online. Google AdWords allows internet marketers to advertise their products or services to millions of visitors within just a few minutes. Because of this, it is important for internet marketers to manage their advertising campaigns in a timely manner to maximize return on investment (ROI). AdWords’ in-built tracking functionality allows marketers to easily measure click-through rates (CTR) and to analyze which ad formats and keywords bring the most traffic. Google AdWords also offers marketers the option of opting for custom reports that include not only data on visitor behavior, but also information on where users came from, how long they stayed on your site, what pages they visited most frequently, and other useful information. Google AdWords is by far one of the most powerful marketing tools available to today’s internet marketers.
Unfortunately, while Google AdWords offers great potential for internet marketers, it also has its fair share of pitfalls. Although Google AdWords can be a powerful sales tool, there are many factors outside of your direct control that can impact your campaign performance. Below are some of the more common problems afflicting AdWords campaigns:
Google Analytics – Google’s official dashboard doesn’t directly display campaign performance, but by logging in to Google Analytics and clicking on the “dashboard” link, you can get a detailed snapshot of your internet marketing efforts. The dashboard displays the daily and monthly search statistics as well as a comprehensive breakdown of ad campaigns. To make it even easier to track campaign performance, Google provides an easy-to-use “dashboard” feature that allows you to drill down into different areas of your site. Using Google Analytics is a great way to monitor not only your traffic but also your conversion rates.
KPIs – Quickly measuring results is essential to your success as an internet marketer, which is why the KPIs offered above are so important. For example, some internet marketers like to calculate CPA or click through rates. Other marketers may prefer to measure the amount of traffic their sites receive. Still others like to track the success of their pay per click campaigns. With so many possible KPIs to choose from, it can be difficult to decide what the right criteria are for your marketing campaign measurement plan. The best way to approach your CPM and click through data is to determine how you will use the information provided to help you make important decisions for your business.