Just have a comparison between marketing in the old days, i.e. through offline methods and marking through the Internet. It was very expensive for a business owner to advertise their products or services through TVs, Radio, Magazines or Newspapers when compared to digital marketing. Also, the risks involved and the results generated are very much different. Maybe you can reach more audiences at less cost by using digital marketing services.
However, if you are not able to track your results you’re missing out on a huge opportunity. Fortunately, in today’s world, tracking online advertising is possible. It helps in understanding how each of the campaigns performs. With the help of that information, you can fix your messaging in future campaigns. Thereby, you can fix a tactical approach to derive the strategies that worked out well in gaining a lead and ditch those with less-successful approaches.
Following points should be noted in tracking your online ads:
Set The Goals
The main purpose of creating ads is to drive the users to a specific location which can be your website or the main content. Further, let the users decide what to do. Maybe they will subscribe or give a try for a free trial of your product. for your newsletter. Here, the importance of conversational goals takes place.You can set the conversational goals in Google Analytics. You can create a maximum of 20 goals in Google Analytics.
As mentioned earlier these conversations can be the desired action that a user takes on your websites. So, you need to be of utmost careful in setting a goal. You need to focus on setting the goals that uplift your marketing or business strategy. Google Analytics tracks the actions that the users take on your website which ultimately helps you reach the conversion. This is also known as a funnel.
A funnel is a navigation path or a series of web pages in which the users follow your website. Through this funnel, you can find out where the users enter or exit during the conversation or sales processes. It also provides you a visual representation of your data.
Linking The Google Ads And Analytics
After setting the goals in Google Analytics, the next step is to link your Google Ads account with your Analytics account. This will help in keeping both of your ad campaigns and the performance of your website together in one single place.
All the impressions and CTR of individual ad campaigns can be monitored in Google Ads. When your Google Ads account is linked with Google Analytics account, you see how the users interact with each ad and what actions they took on your website. This will further help you understand the weak spots of conversational goals.
Keep An Eye On The User’s Behaviour
It will be better if you track the in-person interactions that you had with your customers. Imagine that you are running a business that is located in brick and mortar locations. How can you track that whether people have actually found you online, if your business is located in these brick and mortar locations has really ended up becoming your customer?
If you are running a retail business, collecting an email at checkout to send an electronic receipt can help you in tracking your sales. But imagine if you are running a hotel business or a restaurant, how can you gather personal information?
Don’t worry there are a number of ways to fill the gap between online and in-person interactions. Using online reservations systems, restaurants or hotels can gather the email addresses of the clients. Here comes the importance of using the CRM facility.
Customer Relationship Management (CRM) helps in managing these interactions with the customers and also helps in linking with all the available data. It helps in assembling all data of your customers in one single place. You can monitor all actions live in this CRM such as the clicks to your website, filling the contact forms and each and every action done to your brand.
Now you think your job is over, but in reality, this is just a beginning.
You can derive a large number of benefits through tracking these online ad campaigns. You can use the resulting data and information for future ad planning. It is usual that you may find in tracking that one ad performed extremely well while the other has failed to derive the desired results. There can be many reasons for this failure such as the user might not have liked the ad title or even if it is a catchy title upon visiting your site the content might not have pleased them, thereby losing a prospect.
Don’t just sit and relax with one success while another one has miserably failed. Study the reasons for the failure and take this opportunity to learn from the mistakes and improve in further campaigns. Who knows you can become a king in this field, next time when you do the campaigns? If you are interested to know more details on how Google Ads or Google Analytics works, please contact our Digital Marketing Agency & SEO Company.