Have you run several Google search marketing campaigns but aren’t sure how to track your results? Click here for some helpful tips.
Over 3.5 billion searches occur every day. That means every year, there are 1.2 trillion searches made, worldwide. The numbers show that search marketing makes sense.
Implementing a search marketing campaign on a search engine like Google is a great way of generating inbound leads and sales. As the most popular search engine available, Google gives you fantastic control over your search marketing capabilities and the success you can have, regardless of whether you choose to dive deeper into SEO or paid ads.
But what should you be measuring once you’ve started?
One of the main pain points that businesses have when engaging in search marketing campaigns is measuring their efforts. What are the metrics? What should I be looking out for? What is the number that will prove that search marketing is right for me?
Do: Establish Your Search Marketing Goals
The first step is figuring out what your goals for the search marketing campaign is going to be. Are you trying to get more lead sign-ups? Do you want more sales generated?
Establish what your direct goals are, and that’ll be the springboard to figuring out the best way to tackle your campaign.
Don’t: Look Purely At Vanity Metrics
Yes, impressions and views will give you a pretty number to look at.
That’s not what you should be after though.
Having visitors and traffic grow is a great feeling. It makes you feel like your efforts haven’t gone to waste. When traffic dips, you’ll feel terrible about yourself and try to figure out why traffic dropped off.
Don’t look at these numbers. Instead, you’re trying to find the stats that indicate that your ideal audience is engaging with your content and acting on it.
Do: Conduct Keyword Research
Search marketing depends on the keywords you target. It’s not as simple as saying “I’m going to target X” and creating content and ads around X.
The world is heavily saturated with content. Short keywords that are broad or general tend to do poorly when it comes to search marketing.
Instead, you should have a healthy portfolio of broad one-word keywords, semi-competitive two-three word phrases, and easy-to-rank long-tailed key phrases. I would suggest going with a 20%/30%/50% spread, respectively.
Don’t: Solely Rely On Your Gut Feeling
If you’re experienced in the industry and know your customers inside and out, then by all means, use that gut!
Our warning is that you shouldn’t solely rely on your gut.
Conducting research and understanding the way your target audience thinks and reacts is the best way to get results.
Metrics To Measure
Having broken down several do’s and don’ts, there are several key metrics that we would suggest you measure.
1. Click-Through Rate
Your click-through rate (CTR) is a great metric to measure when you’re looking at search marketing campaigns.
This can be measured by calculating the number of times your ad or link was clicked divided by how many times the ad or link was displayed (otherwise known as impressions).
CTR is great for measuring the effectiveness of your content, whether that’s the title, ad copy, or the topic at hand. Measuring the CTR would be an excellent place to start when you’re figuring out if your search marketing efforts are working.
CTR also affects the quality score on your search marketing campaigns. Your quality score influences the price and effectiveness of the paid search campaigns you run on Google.
2. Lead Conversion
When a person clicks into your funnel, the lead conversion process is how they go from initial contact to an actual customer.
Measuring and understanding this metric will help you make better choices when it comes to your campaign. The lead conversion shows a lot of different information about the behavior of your visitor as they go through your site.
How many customers make it all the way through the funnel? Where are they dropping off? Is there anything that you can improve on the pages where they’re exiting your site?
Make sure to use this metric to develop theories and tests for your site and funnel.
3. Bounce Rate
This is the “bad news” metric that you need to focus on. Bounce rate is the number of visitors that go onto your site, but leave without doing anything else.
Measuring your bounce rate is a good indicator of whether the content of your site is unappealing to visitors. It could also be that the keywords you’re targeting, which makes the content irrelevant to the audience who’s searching for those keywords.
The bounce rate is one of the best metrics to measure because it gives you areas to improve on.
4. Conversion Rate By Search Query
Exploring the conversion rate by search query can solidify which keywords work for your search marketing campaign.
The conversion rate is not the same as the click-through rate. The conversion rate is the percentage of customers that clicked through to your site and converted into customers/signups/leads.
By locating the search queries that have the highest conversion rate, you can work on improving your campaign by creating similar content or targeting similar keywords. That’s why it’s so great; by utilizing the conversion rate by search queries, you can identify other keywords that creates a strong inbound flow of leads that are likely to convert.
5. Increase In Organic Traffic
Remember how I pointed out that you shouldn’t purely look at vanity metrics earlier in the article? That still holds true.
When you look at organic traffic, you want to combine all of the other metrics to tell you a story.
Let’s make the assumption that you started your search marketing campaign. Your site doesn’t grow much in traffic, but you start converting more customers. That could mean that your content is much more attractive and relevant, but your keyword targeting is still sub-optimal.
On the other hand, your site traffic grows exponentially, but your conversion rate stays the same. That means there are still things that you can do to improve it.
Get Started Now
Search marketing is a strategy that takes time to implement and to see results. The earlier you get started, the better, but that doesn’t mean you should go in swinging at every corner of the web. Schedule a strategy call with us if you’d like to dig deeper into how we can boost your sales.