Digital marketing optimization is hard. Set up is easy(ier). Results usually come quick with Adwords. But what do you do next? How much is possible? What's the best keyword? Bidding strategy? Time of day? Set up is easy. Set it up, make sure you have conversion tracking dialed in, let it run. Making it better (or fixing it when something goes sideways) is much, much harder.
Cost-per-lead measurement leaves something to be desired, doesn’t it? Getting beyond CPL is hard work that requires commitment from agency and client alike. Here’s how we did it. This project represents (as of now) six months worth of work, through numerous iterations of ‘most current, best truth’. The value is clear: Know and optimize for the cost to generate an appointment.
As usual, we're experimenting! This time with different remarketing tactics on Facebook to see if we can identify any patterns. This test ran over 20 days, spent about $1k in ad budget and was set up make comparisons between two primary variables, 1.) remarketing list size length, comparing 7 days vs 90 day and 2.) campaign objectives, comparing Link Clicks vs Brand Awareness vs Engagement. Here's the total results from all campaigns:
It was a big year for team CYS in 2017! We've been so busy with new projects that we neglected the blog. But over the holiday weekend I took some time to add it all up--with the help of my new all-time favorite time-saving, report building, data aggregating super tool--funnel.io. and in hindsight--it really was a heck of a year. And we sure are excited about where we're headed.
We try tons of Adwords tools. Probably all of them. Only the best rise to the top of our day-to-day workflow. It's hard to optimize Adwords on an ongoing basis. It's a lot to stay on top of. Opteo is a really solid solution that we've been leaning into at our Agency.
For lead generation ROI is the mother of all metrics. Trust me, we love CPC, search impression share, quality scores, total leads (by channel), total traffic, time on site. We love all of it. Digital advertisers love stats the same way baseball fans have loved stats for decades. With an unending curiosity we love statistics about our ad spend.
Quora can really be a great source of info--and we have to give credit where credit is due to this answer to the question, "What Are the Key Points for Beginners to Launch a Successful Advertising Campaign?" I'll reiterate the points here, because I really do agree with them:
As with most things in digital marketing—we see a significant range in performance. The same is true for click-to-call ads in Adwords. But the really critical component is to be able to lay a click-to-call campaign into a comparative, measurable framework that’s connected to real business results.
In most cases we see the natural CPC’s for mobile traffic starting off higher than desktop. And also for most of our clients the majority of their traffic is coming via mobile.While we’re always pumped about more traffic, it’s more high-converting traffic that we really want. So looking at conversion rates and cost-per-lead metrics as main KPI’s in our accounts has lead us to using negative mobile bid modifiers for certain clients in certain campaigns.
We've seen lots of reports over the years. Most of them are designed to be easy to create and repeatable. The goal for the agency is always to make things quicker and more process driven. These goals are great at improving consistency and driving profits for the agency. Put simply--they're easier. But that doesn't necessarily make them better.
That was actually the last sentence I wrote for a possible new client we've been courting, while trying to sum up the idea of why someone would even hire us in the first place. Actually it went like this...
Why better? Very simple. Better targeting = higher CTR. Better landing pages = higher Quality Score. Higher CTR and higher Quality score = lower CPC & better positions. All of that = way more clicks for less money!
I'm sure we would have more clients if we just said yes to everyone--but that's just not me! Instead part of any new client relationship for me means really spending some time to understand if Adwords even could be a viable traffic source--given some basic assumptions--including that you can't win every baseball game by always hitting home runs. Or said another way, if everything has to go perfectly--well...it likely won't.
Your small business has countless choices to spend marketing dollars--it’s no surprise there are many questions about the best options. But just like the rest of life--the best way for one may not be so great for the next. And so it’s true with digital marketing acquisition as well.
We took over an Adwords account for a legal services company on 10.1.16. Client previously had no GA goal tracking set up, so first up--we set up three goals: 1.) Form fill, 2.) Phone call, 3.) Interact with live chat. Side note: Client was not using live chat before we signed them up, but we really drive hard that our PPC clients get into it. We always get good lead volume from chat. They also weren't using any call tracking and we fixed that right away as well!