Tommyg123

Hey guys,

I am starting to take my IM journey to the next level and look to get up to speed with tracking (am using CPVlab). There is so much value to add to a campaign with effective optimisation i think.

But beyond the obvious "oh look that keyword has a conversion, that one doesnt" are there any other more advanced metrics to look at to become a master of tracking and optimisation?

Anyone care to share their "process"?

Thanks a lot

myron92

I think it all comes down to your budget, the more budget you have the more data you can buy.

this will allow to see true metrics, I would say when it comes to optimizing a campaign, you should be looking at the following

-ad - what ad is performing best, don't look at ctr find out which ad is bringing you the most money
-keyword/ interest - look at what keyword or interest is working best
Demographic - depending on your traffic source, you should target the demographic which is working,
Geo Location - find out what geo is working and only target there
Landing page - test different types of landing pages, etc long style against a short style
headline - test and track your headlines
time of day- find out what time of the day is working and only run your campaigns that time of the day
-what day is performing best - find out what day of the week is working, for examples some campaigns will do poorly during the weekend

you could always optimize and improve a campaign, it just all depends if you have a large enough budget to allow you to test and track all these metrics

try not to optimize by metrics as ctr and opt in rates, yes these are important but try to look at what is improving your cost per lead or sale, that metric is the most important

you could have an ad with a poor ctr, but it is giving you a good cost per sale or lead.

Tommyg123

Thanks mate

Just the sort of stuff I was after

Much appreciated

TrackingDesk

- I would also build different funnels to find out what works best.
- Responsive vs non responsive landing pages

But overall, any piece of data that your campaign is collecting can help you improve your performancs. It's only a matter of how you look at this data and from which angle.

Laurent
CEO
Trackingdesk.com

lestatega

Just to piggy bag TrackingDesk comment. Depends on your budget but try your sales funnels. using Aweber for autoresponders and Never but Never But Never forget to get email addresses.

Big Returns, Take Action
EG

TrackingDesk

true. the email autoresponder can do wonder.
Also, retargeting via social and display. Cheap and efficient.

Laurent
CEO
Trackingdesk.com

dburk

Hi Tommyg123,

You ask a great question, and while you've gotten some good advice I would like to try to add to it with a different perspective.

It's easy to get caught up with becoming myopic in our approach to tracking, measuring, and analyzing our marketing data. I advise an approach that goes much deeper than just looking at what is converting.

It isn't enough to understand what converts and what doesn't, we need to understand why something converts better. That is the primary goal of marketing analysis, it is to understand why something works, not simply that it does, or doesn't. When you use this as your goal, it changes how you conduct marketing experiments, it changes how you look at marketing data, it brings a since of purpose that greatly increases the effectiveness and utility of your process of tracking, measuring, and analysis.

In marketing analysis, when we discover why something works, or doesn't work, we call this a marketing insight. The purpose of marketing analysis it to gain insights that are actionable, that will benefit your marketing campaign in some way.

So to answer your question from the perspective of a marketer conducting marketing analysis you want to look at all of your metrics for any insight that is both useful and actionable. Here are some examples of how to put this into practice:

• Selling points -
  • Research competitors' ads to find common selling points used in your market category.
  • Research forums, and legitimate ratings and review sites to look for common features or issues that users are discussing related to your type of product of service and consider those for possible selling points.
  • Organize your list of potential selling points into categories of similar types, and write ad copy focused on a single selling point and split test the various selling point categories to see which type of selling point each of your audience segments respond to. This helps you to not just learn which ad works best, but why it works. This insight can then be applied to your landing page content as well.
• Engagement -
  • CTR, bounce rate, page views/session, and session duration can tell you which audience segments are engaging with your advertisements and your landing sales copy. Audience segments and selling points with higher engagement levels tend to convert better.
  • High engagement combined with lower conversion rates, do not always point to poor performance, it may indicate audience segments, keywords, or selling points that target customers in the earlier phase of the buying cycle.
  • Seek to understand why engagement is higher, or lower as it can be useful in crafting the best message to communicate to the audience segment you are targeting.
• Mapping Customer Journey - A conversion typically requires a customer to complete a series of steps that lead to the final transaction. Think of conversions as a multi-step process, not a single action.
  • Identify each action a customer usually takes to discover your offer, engage with your content, and complete the actions that generate your conversion.
  • Implement event tracking to measure these steps as micro conversions that lead to the macro conversion.
  • Measure engagement activity for each of these micro conversion steps to discover where you lose potential customers and conduct test to discover why that step is causing users to abandon the conversion process.

There are many more things that I could share regarding this topic, but this should be enough to get you heading in the direction that will lead to data driven decisions.

* Get Results - Outsource Your PPC Management |
* Don Burk Advertising & Marketing - www.donburk.com

Tommyg123

Thanks dburk,

Great post!