The Basics of measuring your marketing efforts
How to measure the effectiveness of your SEO and PPC efforts
When it comes to measuring your own SEO and PPC efforts, or perhaps you’re trying to measure your outsourced efforts, understanding what metrics to measure can be a difficult task. The sheer amount of data that can be presented through programs such as Google AdWords or Google Analytics can make just about anyone’s eyes glaze over. For business owners, reports like these often take a back seat to more important business functions. So a question that we often get is how to effectively benchmark an SEO and/or PPC campaign for effectiveness, and when do you know its time to make a change?
Focus on measurable metrics such as phone calls and form submissions
How are new customers finding you? Seems like a simple question, but many times business owners really can’t answer this question. More often than not, business owners spend advertising dollars in a variety of places not really know where their new customers are coming from and where they’re getting the best return on their investment. Understanding where your new customers are coming from can help a business owner decide on future advertising and marketing based upon concrete figures, as opposed to “gut feelings”. If you’re working with a professional SEO/PPC agency they should be able to provide reporting and data that ties into analytics reporting showing you where your customer contacts are coming from, down to the source – referral source – SEO efforts – PPC campaigns.
Focus on traffic, then focus on conversion rate optimization (CRO)
There are only two ways to make your website work harder for your business, drive more traffic to your site, and convert a bigger percentage of visitors into customers. Driving more traffic through SEO and PPC efforts should be at the top of the list, with optimizing your website layout for better conversion rates coming in next. If you’re working with a SEO/PPC agency they should be making recommendations on a routine basis to improve both of these metrics, if they’re not it may be time to start shopping for a new agency.
Focus on the quality of leads and the cost of these leads
When it comes to leads, quality is everything. If you’re getting poor quality or unqualified leads, your website may be the issue. A robust website that sells your business and it’s strengths, as well as answers typical questions that consumers looking for your product or service have will pre-qualify these visitors, as well will do much of your initial selling. Setting up your analytics reporting to track phone calls, form submissions, or whatever your conversion point is can help you determine your cost per lead when it comes to different sources.
Typical breakdown of SEO/PPC cost per lead
[av_table purpose=’pricing’ caption=”] [av_row row_style=’avia-heading-row’][av_cell col_style=”]Source[/av_cell][av_cell col_style=”]Amount[/av_cell][av_cell col_style=”]Total Cost[/av_cell][av_cell col_style=”]Cost Per Lead[/av_cell][/av_row] [av_row row_style=”][av_cell col_style=”]SEO Phone Calls[/av_cell][av_cell col_style=”]212[/av_cell][av_cell col_style=”][/av_cell][av_cell col_style=”][/av_cell][/av_row] [av_row row_style=”][av_cell col_style=”]SEO Form Fills[/av_cell][av_cell col_style=”]56[/av_cell][av_cell col_style=”][/av_cell][av_cell col_style=”][/av_cell][/av_row] [av_row row_style=”][av_cell col_style=”]Total SEO Leads[/av_cell][av_cell col_style=”]268[/av_cell][av_cell col_style=”]$1400 for SEO[/av_cell][av_cell col_style=”]$5.22 per SEO lead[/av_cell][/av_row] [av_row row_style=”][av_cell col_style=”]PPC Phone Calls[/av_cell][av_cell col_style=”]51[/av_cell][av_cell col_style=”][/av_cell][av_cell col_style=”][/av_cell][/av_row] [av_row row_style=”][av_cell col_style=”]PPC Form Fills[/av_cell][av_cell col_style=”]13[/av_cell][av_cell col_style=”][/av_cell][av_cell col_style=”][/av_cell][/av_row] [av_row row_style=”][av_cell col_style=”]Total PPC Leads[/av_cell][av_cell col_style=”]64[/av_cell][av_cell col_style=”]$4166.94 for PPC[/av_cell][av_cell col_style=”]$65.11 per PPC lead[/av_cell][/av_row] [av_row row_style=’avia-heading-row’][av_cell col_style=”]Total All Leads[/av_cell][av_cell col_style=”]332 leads[/av_cell][av_cell col_style=”]$5566.94[/av_cell][av_cell col_style=”]$16.77 per lead[/av_cell][/av_row] [/av_table]
Measuring The Effectiveness of Your SEO and PPC Campaigns in Vancouver WA - Portland OR - Nationwide
City Ranked is a Full-Service Digital Marketing Agency with Clients in Oregon, Washington & Select Industries Nationwide:
