Measurement is what transforms marketing from a superstition into a science and that’s why it’s crucial that British firms choose to take on ad trafficking services. London is a hotspot for thriving businesses, especially those who want to geo-target their audience with ads and PPC campaigns and therefore maintains its position as the hub for ads.
Here are 10 marketing metrics that you should be measuring via your ad trafficking services. UK businesses are becoming more competitive by the day, so it’s vital that you, as a business person, understand how your ads are faring.
1. New sessions
This metric is often found on Google Analytics and will inform you of how many new and recurring visitors your website is getting. This is a fantastic metric to use when making decisions regarding your website as it can directly link to sales and enquires.
It will also tell you if any recent changes you’ve made to your site are working from a user perspective.
2. Total visits
While your main website should be the primary target for customers, you can also use this metric to analyse the effectiveness of any landing pages you have PPC ads linking to. By ensuring this is measured correctly, you will gain the “bigger picture” of how well your ad campaign is driving traffic. This is something your ad trafficking services London will provide you with on a monthly or even weekly basis.
3. Channel specific traffic
This again is found in your Google Analytics and will inform you of where your traffic is coming from. This metric is extremely important if you are also running social media ad campaigns as it will allow you to understand how successful they are.
4. Total conversions
This is one of the most important metrics in terms of understanding the profitability of your ad campaigns. Depending on how your site is built and whether it’s an e-commerce website, you will be able to see this directly from there, otherwise you will be able to find the information from your ad trafficking service provider.
5. Bounce rate
The bounce rate will tell you the percentage of customers who leave your website before exploring it. An average bounce rate should stand at around 40% and; anything higher simply means that the user isn’t finding your website relevant to the search they made into the search engine.
6. Customer retention rate
This can be difficult to measure if the “checkout” phase of your website is a long one. However, e-commerce platforms or subscription based services will be able to calculate and measure customer retention by working out how many of your customers return to purchase again. Understanding this can also help your business judge the value of an average customer.
7. Lead to close ratio
While this is more a measure of your sales success than your marketing prowess, it’s still important to understand how many of your enquiries turn into sales.
8. Customer value
Again, this is a difficult metric to work out but it will help you understand your return on investment and can be calculated by your ad trafficking services. London firms especially need to work this figure out in order to really compete in the capital.
9. Cost per lead
Now, this figure will depend on your ad campaign and how competitive your ads are. For example if you are running PPC on “red shoes” the cost per lead will be a great deal higher than “red heeled shoes in London”.
It’s important that you understand the cost per lead in order to calculate how much profit you are making.
Working out your return on investment (ROI) is vital, why else would you be running a marketing campaign if you didn’t want to make money? Again any professional ad trafficking services, London based, will be able to help you with this figure.
Measuring your marketing strategies is vital and can be simply achieved when using inexpensive ad trafficking services. London businesses; it’s time to get involved in the competition!
Creating your very own SEO strategy isn’t a new challenge for businesses in London but it is a difficult one and if the basics are wrong, it could end up costing firms a fortune.
While understanding SEO itself can be tricky, it’s also important to keep up to date with its ever evolving nature. For example; Google is constantly updating their algorithm which will have a huge impact on any website and that’s why it’s important to ensure you have a good, professional SEO services company. UK firms are beginning to feel the pressure of fierce competition and that’s why so many are unsurprisingly turning to SEO.
By choosing one of the best SEO companies London has to offer you can be sure you won’t be making these 10 SEO mistakes when you design your strategy.
1. Forgetting mobile users
More and more businesses continue to run SEO campaigns without even considering mobile users and mobile traffic which is a key component within any strategy.
2. Poor website structure
When designing your website structure it’s important to keep SEO and search in mind as it will ensure your website is even and unique, leading it to rank higher. With this in mind, it’s important to ensure you call upon one of the SEO companies London has available for any advice or guidance.
3. Poor objectives
You can’t simply measure your SEO success by your rankings, yet that’s what firms will often do if they don’t have an SEO company guiding them. A good SEO campaign will be broken down into quarterly segments to be reviewed.
4. Duplicate tags and meta-data
Just like all content must be unique so do tags and meta-data. If Google sees that your meta or tags are duplicate you will never succeed on its search engine ranking.
5. Carrying out a site migration without telling Google
Never do this. If you’re choosing to migrate your website onto a new domain or re-launching it on a new platform – with new URLs – you should be informing Google. This will prevent any 404s or 301 redirects and therefore save your SEO campaign.
6. Forgetting to use Webmaster Tools
While your firm may be spending hours and money on cutting tech for your website, it will all mean nothing without using Webmaster Tools properly. In fact, Webmaster Tools is so important that many SEO companies rely solely on it to inform them of any technical issues.
7. Not updating sitemaps
Your sitemap is crucial and therefore it’s important to constantly be updating it if you have new pages/URLs as it will update the search engines that these pages exist.
8. Moving a website to a new platform without considering SEO
BIG mistake! The best thing to keep in mind is that no matter what you choose to do with your website, you should have SEO in the back of your mind. If you get this migration wrong, you won’t only lose rankings but also traffic and conversions.
9. Duplicate content
Your SEO company will drum this into you; never use duplicate content!
10. Underestimating the time it takes to deliver SEO
Whether you handle your SEO campaign internally or externally you should be aware of the time and money it takes to deliver it successfully. By choosing one of the professional SEO companies London has on offer you can be sure of regular updates on progress which can become extremely handy.
Whether you decide to use one of the cheap SEO companies London has or manage your SEO internally, beware of making these mistakes!