Advanced Search Engine Marketing: Tracking

Online Conversion Tracking for Search Engine Marketing TrackingThe primary reason businesses choose paid search online marketing professionals is that when done right paid search marketing efforts increase sales, leads and/or brand awareness considerably.

Online search marketing when done right always includes tracking solutions, otherwise valuable relevant data is never collected.

Online Marketing Tracking

Fully implemented website analytic services or a software package is required to properly track website usage and online transactions.

When analytics is not properly implemented there is a risk that the data generated is incorrect or missing critical information.

Decisions made using erroneous, incomplete, inaccurate or under-reported data can cause situations where profitable keywords may be optimized out (turned-off) of Pay-Per-Click (PPC) campaigns because they seem to perform poorly or not at all.

In view of the fact that keywords are at the core of a successful search engine marketing strategy, it is safe to say that decisions made with respect to keywords should be based off of accurate, relevant and complete data or not made at all.

Track Sales, Leads and Revenue

When running any type of campaign, such as a PPC or Display Network campaign, through AdWords and/or AdCenter, it is important to implement conversion tracking and/or revenue tracking (every time a sale or leads closes it is called a conversion).  The data generated from these tracking sources will dictate which marketing efforts to pursue.

Further, performance indicators featured within these data sources, such as: cost per acquisition (CPA), conversion rates, demographics, etc. can be examined at a campaign, ad group, keyword, and ad copy level for an in-depth analysis.

Ultimately, the data generated from these sources and indicators is used to make informed decisions regarding a business’s paid search marketing efforts and is an invaluable asset to the business.

The process of converting an website visitor from the stage of internet advertisement to an actual online sale or lead is as follows:

  1. a customer or client sees the online  advertisement and clicks on it;
  2. the search engine directs and lands them onto a website;
  3. customer or client finds the product or service they have been looking for on the website;
  4. they either complete a lead form or make an online purchase;
  5. Equals One (1) Conversion.

Real Time Offline Tracking

Businesses with offline sales channels have additional difficulties in tracking sales driven by online means; it’s no easy task.  Businesses that operate call centers or have physical locations experience offline conversions that unfortunately many of the time fail to be attributed to their online origins.  This not only skews results data, but negatively impacts a business’s ability to realize the true source of new business.

Fortunately, there are many solutions out there that allow businesses to track offline conversions and give credit to the originating online source.

A few solutions to remedy this issue applied by online marketing professionals are:

  • trackable coupons that link to both a business’ website and a point of sale system,
  • call tracking,
  • call routing,
  • in-house sales training,
  • map and direction requests linked to local directory services,
  • integrated sales management software or databases,
  • upcoming smart virtual payment systems like Google Wallet,
  • etc.

Track Offline Sales Channels

Further, many products and services do not convert well online, yet these same products or services may be responsible for a significant percentage of a business’s revenue.  Since there are many reasons that products or services may not convert well online, it is a wise business decision to implement advanced real time online and offline tracking to gauge the success of both offline and online marketing efforts.

Examples of when a prospective client or customer will turn to a business’ offline sales channels, regardless whether the adverting source was online or offline, are:

  • Urgency,
  • Expensive product or service,
  • Custom options available,
  • Test, try, or see a product,
  • Inquiries;
  • Etc.

Track the Source of the Phone Call

Last, but not least, if the business operates a call center, it is of paramount importance to have full insight into the originating online marketing efforts that drive phone calls.  If a business offers a product or a service that requires customer service or client interaction it should, without a question, track the source of the phone call.

With call tracking  a business can more precisely identify marketing efforts that drive sales or leads to its call center and more accurately optimize PPC accounts; which in turn justifies marketing spend and records the success of its online marketing efforts.

Without call tracking, optimization efforts rely on guesswork to figure out the source of the offline sale or lead.

Start online marketing tracking today!

To sum it up, the benefits derived from properly tracking online advertising efforts contribute so much to the success of a business that we at CHEGO believe it to be an absolute necessity.  Of course a business should always make sure the tracking solution offered is worth the cost as there are many excellent alternatives.

On a final note never sacrifice professional oversight for a supposed advanced technological substitute, it is not the same.  Call or contact us to resolve your business’s marketing tracking issues today.  We look forward to helping you.