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!