In highly competitive Search environments, smart optimization of SEA campaigns has become crucial. With capped marketing budgets, medium-sized brands are challenged to generate the most effective customer touch-points. Using analytics insights intelligently can help create a business advantage and reach business objectives more efficiently.
Smart Definition of Conversion Goals
Setting up your analytics infrastructure often includes the definition of digital conversion goals. With numerous tracking and measuring options available, online marketers must always refocus on their business goals. Developing a conversion concept that really adds value to a business and can become the driving force for growth and sustainable success is one of the primary challenges. In order to successfully run digital marketing campaigns it is essential to
- Have Marketing and Sales define common goals and discuss a strategic digital approach
- Outline digital content smartly to meet business objectives
- Define conversion goals that generate added value to a business
- Review analytics data regularly and match it with offline-learnings
Often, marketing teams are tempted to track and measure all conversion opportunities available. I recommend to focus on the ones that really create added value for your business and help you grow.
Intelligent Campaign Optimization through Digital Insights
With a capped budget, innovative ways of optimizing campaigns are key to success. Web analytics can bridge the knowledge gap that bid optimizing tools often leave behind. US SEM marketing specialist Ivan Pavlov explains:
We had great success optimizing the campaigns for one of our clients in NorthAmerica. However, we always felt we could do more to use their marketing budget even more efficiently.
In a first step, it was necessary to shift the focus from traditional SEA KPIs, such as click-rates or overall conversion rates, to conversions that drive business growth. We identified conversion types with greater impact on business success, discussed them with our client and analysed each of them separately. Subsequently, we reviewed all SEA campaigns making sure we understand what campaigns and keywords are the major force driving the most relevant conversions and ultimately our clients’ business growth.
Visualizing traffic figures and conversion rates geographically, finally allowed us to identify regions with less or greater impact on our client’s business growth. It became obvious that in some regions we were able to drive a great amount of traffic – however, the conversion rates were suboptimal. In contrast to that, other regions were characterised by less SEA traffic, but higher conversion rates.
Additionally, we validated our findings by researching those regions for potential prospects and relevant industries.
Taking Advantage of Web Analytics Insights
Based on our findings, we started restructuring our campaign set-up and created new campaigns to target high-quality demand regions more efficiently. At the very same, we decided to save budget in click-intensive regions that did not provide a certain level of click-quality.
- Shift of budget to regions with higher conversion rates led to additional business and growth
- Reduced budgets in low-quality traffic regions helped our client to increase overall cost-efficiency and use newly available budget for seasonal campaigns
- Digital findings allowed our client’s Sales team to reprioritize their offline sales activities
With various data insights available it is highly important to regularly review performance trends. Taking multiple perspectives and questioning established KPIs are prerequisites for sustainable and long-term business growth.