Google Analytics, Adwords And PPC Advertising Can Get you Seen Online
It takes more than having a great website to get seen in today?s online market. Google is continually improving it?s Adwords tool, this platform manages pay-per-click (PPC) which is paid online advertising. Google Analytics is a free to use tool which brings together information about how the public is using your site.
Online marketing allows everything to be measured, and a data-driven approach to online marketing and PPC optimisation can be done by;
- Configuring web analytics
- Building up relevant traffic
- Testing your Website/Campaign
Using Google Analytics
The Web Analytics tool can be configured to gain a full insight to where your online marketing money is going. To better understand the analytics results you should set macro and micro goals for your website. Macro goals should be focused on generating leads or sales and once set can help you enhance your marketing plans and measure your success using the analytics tool, whilst micro goals might include steps that lead to the macro goal. You can also set up an easy to interpret visual representation of how consumers move through your website.
Using Adwords and PPC for effective Search Engine Optimisation?
The most successful search engine marketing campaigns (SEM) involve large investments in both search engine optimisation (SEO) and PPC, but many businesses fail to correctly align ads , products and online experience with their data. It?s very important to keep a check on how many of the people clicking on your pay-per-click ad are being converted into buyers; you need to make sure money spent on the ads is balanced by number of sales (your conversion rate, which in ecommerce is around 2%).
To improve traffic to your site, make sure that adverts are relevant and that they link directly to what they want (which can be done using a landing page). Don?t use phrases that people may not associate with your product or that are not relevant; Do include images with your advert using Google Merchant Centre (it?s been proven to increase click through rates by anything from 10% to 50%!)
Make Your Page Local- Use Google Places
In some cases localisation may be important and this can successfully done using a Google places page.? This makes your business stand out when a search on Google maps is performed. Places pages can be important when searchers are using their smartphones, as the use of mobile internet has increased it is important to have a mobile friendly site as well.
Improving Online Marketing?
Campaigns can always be improved, by use of A B or split testing, for example using two different adverts to see which performs best, varying a headline, or varying elements of a landing page top see which combination of keywords, adverts and landing pages or elements of each work best.
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For more information and step by step case studies on how to apply the methods click on the link to read the full WSI White Paper.
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WSI is a full service Internet Marketing Consultancy based in Huddersfield West Yorkshire; specialising in digital marketing and website design for ambitious companies that are looking to increase sales or get more from their marketing budget. For more information speak to a WSI internet marketing expert.
Tags: adwords, Analytics, Digital Marketing, Google Adwords, Google Analytics, Google Places, mobile marketing, Online Marketing, pay per click, ppc, ppc advertsing, search engine marketing, search engine optimisation, sem, web analytics
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