More from Holly Lieberman
It all starts with finding the right vendors for your needs.
If you realize that you have a business need and you don’t have the knowledge base in house to solve it, you have two options. 1. Hire for that skillset internally or 2. Outsource for that skillset. Many business owners find that a more cost effective solution to finding talent is to outsource to the experts.
Business owners and marketers looking to generate revenue online need to choose the right keywords for their online marketing strategies. But, the right keywords for the job may differ dramatically whether you are running an SEO or PPC campaign. Organic and paid search strategies require different keywords and a different approach.
Google AdWords offers some exceptional tools and reports for facilitating your online paid marketing plan as well as monitoring it. One of its under-discovered data gems is the Dimensions tab. Under this tab you can access several in depth reports that are broken up into several key areas: Geo Report, Time Report, Device Performance, and many more. Take some time to dive into the data and use this information to effectively optimize your PPC campaigns.
Digital performance is about more than just tracking leads at a higher rate and cheaper cost, it requires data analysis down the funnel through revenue and customer metrics.
When I first started working in digital marketing it was primarily in the PPC and AdWords side of paid traffic generation. As I was learning how to effectively manage bids, write engaging ad copy to increase click through rate, and set up conversion tracking to prove success of the campaigns, I didn’t realize there was an entire piece of the puzzle missing on the back end of lead tracking and online revenue generation until I began regularly talking to clients.
You probably spend a pretty penny trying to get visitors to your website. But what do you do with them once they are there? Does your landing page convert or is it so distracting that you have your visitors doing everything except buying? You must properly set up your website if you want to convert and not distract your customers.
What are the funniest search queries your keywords have matched to?
There’s a report in AdWords and Bing Ads that we use to check the effectiveness of our keyword matching strategies, and it can provide some pretty entertaining insight. This report shows exactly which search terms our clicks are triggered by.
Google and other search engines consider a number of factors when choosing who gets to rise to the top of search results and bring in organic traffic. Crawling pages to see what they are all about is a big part of the process, so you want to be sure you send the right messages to the crawlers. Having the right keywords in the right places will help search engines find you, but how do you know which to use and where to put them?
There is a unique relationship between the inbound marketing efforts that we undertake when it comes to on-site marketing and off-site marketing. In a way, this relationship could be described as a push and pull of traffic to a website.