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F A Q

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Do You Have Any Question?

When’s The Best Time To Get Involved In Digital Marketing? Once I Have My Website?

The best time is now.  We used to work on large corporate software development projects.  Like every project, the later you leave any changes, the more expensive that change tends to be.  It’s best to think about conversion optimization, online tracking, cross domains, local search engine optimization and everything else right from the starting point.  When thinking about online, most business owners will think about their website and their website only.  From previous experience, our rule of thumb is spend 50% of your online development budget on your website, and the rest making it work.  Your web developer is very unlikely to know about all of the above.

You’d also be amazed at how many issues we’ve seen with new websites going live from developers, from bad, broken or multiple Google Analytics installations to multiple versions of website deployed which can be a killer for duplicate content and search engine issues.

I’m A Startup, And I Have A Limited Budget

We all have budgets and it takes a lot of mines to know what I know and stays up to date.  You need to be able to give an indication of your budget to know what’s feasible, otherwise, you shouldn’t expect someone to give you a plan of action when there’s a risk you’ll turn round and say you don’t have the budget for it.  Your time and our time is limited so let’s use it wisely.

We understand you may not understand what’s involved, but if you pay peanuts, you’ll get monkeys, and there’s a good chance you’ll end up spending more in the long run as you may have to fix things further down the line.

We had someone say “I have the budget required, as long as it gives positive returns”.  This is a great and educated answer, however after saying that, it’s frustrating when a budget of $1000 is mentioned and it’s too much.  That’s just time wasted.

Have a think about what’s a palatable amount to you, then get in touch.  Feel free to give a high-ended number as we’re not the type to think of that as a free ticket to spend, but it gives a far better idea of what’s feasible.

I Don’t Have A Login To …

We’re digital marketers, not magicians.  If you don’t have the login to your website, Google Analytics or something else then speak to your web developer, hosting provider, social media manager or your members of staff.  Without them, all we can do is review what the public sees, which still gives us a great insight into your online presence, but we can’t go in and change anything.  The best digital marketing tip we give on every talk,  and every other time we can is, keep a spreadsheet with your logins.  Yup, it’s old school, but it saves time and it saves duplication of business listings, Facebook pages and so much more.  You don’t really want to be paying us, or anyone else, to hunt around for your logins.

It is possible to obtain ownership of some platforms such as Google Analytics under the right circumstances.  We can work through that with Google if you’ve been left high and dry from a previous agency.

We Have Google Analytics But I Can’t Access It, I’ve Been Told To Start With A New One.

No, no, and no.  Do not start with a new Google Analytics tracking code as you can’t easily compare the past and the future in a single report without jumping between accounts.  If you’re doing marketing, you want to compare results.  If your web developer says to use a new one, they just haven’t taken the time to do their research and don’t know the platform very well.  We can help you get access to it again.  There’s one caveat: Some web agencies set up all client accounts up as part of their own Google account.  It’s a very bad practice, and the impact of it isn’t realized until after a client wants to leave them.  Google has just finally (late 2016) released an option to allow you to move a Google Analytics account from one account to the other, but you’ll need to have someone with admin access to them both.  This is well worth doing.  It’s your data after all.

Can I See The Value Of My Bookings Online?

The answer to this largely depends on your booking engine.  If your bookings are hosted on another website such as yourwebsite.yourbookingengine.com they need to support cross-domain tracking (sorry, it’s a bit technical) and e-commerce tracking.  If they don’t allow you to enter your tracking and conversion code on the confirmation page, then you may be out of luck.  Unfortunately, this isn’t often considered when selecting a booking platform, but it’s a fundamental when it comes to end to end tracking of marketing campaigns.

Many booking engines make this far harder than it should be to implement, but this is one of our specialties.  Often you need to be careful how your web developer implements the booking engine on your website as it can have detrimental impacts on your tracking.

Do I really need Social Media?The answer is yes. Let us explain why
  • Just because you do not take an interest in Social Media doesn’t mean Social Media won’t take an interest in you. There are people leaving reviews of your products, complaining, asking questions. You might not see all that but your potential customers and your potential employees will. That’s because they will Google your company (or the product category) before buying or going for an interview. Research shows that 80% of people do that.
  • Social media is where your target audience is. Apart from maybe a couple of rare exceptions, people of all ages, interests, and socio-economic statuses are on social media. Every popular Social Media platform has a bigger reach than all TV channels combined.
  • The slow and painful death of traditional advertising. No doubt, TV, radio, and billboards were powerful once. However, at some point, there was so much advertising that people became immune to it. Our minds learned to filter out anything that looks like an ad. And, pay attention, Social Media Marketing doesn’t look like an ad. The whole idea of Social Media is to be an informational and entertaining channel as opposed to a promotional one. And this way it still works for, surprisingly, promotion.
  • If done right, Social Media marketing creates trust and loyalty by destroying a harming to businesses feeling that they are a “corporation”, a “system” that is made to only suck the money out of the customers. Social Media shows that there are real people working for the company.
  • Social media facilitates word-of-mouth marketing. People don’t listen to companies, people listen to friends. So when they see a friend on Facebook “liking” a company page, they are more inclined to believe that they truly sell good products.
  • And so much more reasons.
What is the impact of social media marketing on business?

Like any marketing tactic, brands and marketers want to understand the business case and benefits of social media marketing. After all, social media marketing takes time, resources and strategy to be successful—so you want to make sure you’re aligning your efforts with your business needs and goals.

Generally speaking, social media marketing offers five core benefits:

  1. Increases exposure and brand awareness. Social media platforms provide your business with another online space to share and engage with your audience—outside your website or brick and mortar store, and in a place customers and prospects feel comfortable. Through both organic and paid social activities, the content you share and the discussions you host can help keep your brand top of mind or get it on new customers’ radar.
  2. Boosts website traffic. With the right mix of engaging content, social media can encourage your audience to click and visit your website or blog.
  3. Builds brand loyalty. The content, discussion and service you’re providing on your social media platforms can help build an engaged band of loyal followers.
  4. Provides useful audience and market insights. Social media allows you to see your customers—and competitors—in their true habitat. With just a few clicks you can learn more about the people they interact with, the types of content they share and engage with most, their favorite TV shows, and the list goes on.
  5. Generates leads and sales. While social media is not traditionally viewed as a conversion platform, those that build awareness, trust, loyalty, and engagement with their audiences can absolutely drive leads and sales. Furthermore, marketers can go beyond social media marketing to social media prospecting.
What is a social media marketing strategy? (And why do I need one?)

Simply put, your social media marketing strategy is your roadmap for why, who and how your social media efforts will help you achieve your business objectives.1

Without a strategy in place, you’re just posting and hoping something sticks. With a strategy in place, you’re able to plan, execute and measure the effectiveness of your tactics, and use that information to refine and drive your efforts forward.

Do I Have to Be on Every Social Network?Answer: No.

Here’s why: As tempting as it is to increase your visibility by jumping on every social network, a lot of times it’s too much to take on. Instead of creating accounts just for the sake having a profile, get strategic with the networks you choose.

Does Social Media Affect SEO?Answer: It can, but indirectly.

Here’s why: One common misconception about social media and SEO is that getting your content shared on social media will help improve your rankings. Google has flat out stated it doesn’t count social shares in its algorithm. Social shares are easy to manipulate, so they aren’t the most reliable metric to decide the value of a piece of content.

However, social media can still help your SEO efforts indirectly. You can use social media to network with influencers like bloggers, editors and journalists. These are all people that can potentially link to your website in their own content, which can help your SEO.

By using social media to build relationships with the right people, you can even land guest blogging or interview opportunities. Just be cautious of spamming people. You don’t want to come right out the gate begging people to link to your content. Instead, build relationships organically by liking, sharing and replying to their content. Build familiarity first, then when the time feels right look for an opportunity to work together.

Should I Pay for Social Media Advertising?Answer: Probably.

Here’s why: On a platform like Facebook, you have to “pay to play” in many cases. In 2016 alone, organic reach dropped 52% for publishers. And with Twitter and Instagram following in the footsteps of Facebook with an algorithmic feed, it’s becoming increasingly difficult to get your content seen organically.

Whether or not you decide to try your hand at social media advertising will depend largely on your budget. If you can afford to spend some money to promote content on social media, it might be worth experimenting with. Decide on how much you’re willing or able to spend first, then create an advertising strategy within it.

Facebook is by far the most popular platform marketers use for social media advertising. In Social Media Examiner’s Social Media Marketing Industry Report, 84% of respondents said they use Facebook ads. However, Twitter, LinkedIn, Instagram (via Facebook), YouTube and other networks offer to advertise as well. Feel free to test out different platforms to see which works best for you.

In addition to getting engagement on your posts and growing your follower count, you can also use social media advertising to generate leads, grow your email list or get more eyes on a piece of content.

How do I measure ROI in Social Media?

Measuring social media ROI is one of the biggest frustrations of business owners and one of the most frequently asked questions about social media. Fast Company reported that 88% of 750 surveyed marketing professionals didn’t feel they could accurately measure the effectiveness of their social media campaigns. Truth is, social media has direct and indirect effects that are impossible to measure perfectly. But so are many PR and marketing efforts!

While you can’t measure all SMM effects, we should still measure the ones we can.

1. We start with setting your conversion goals. That could be:

  • Making online purchases;
  • Clicking on a link to dealer website;
  • Spending time on landing pages;
  • Signing up for a newsletter, engaging in social media interactions.

2. Track conversions.

  • Reach. Whatever your opinion on the number of followers is, the more people see your campaign or promotion, the greater your ROI.
  • Traffic. Again, your ROI depends on getting people to your website or another URL where conversions happen.
  • Social media generated leads. The problem here is that you will only see leads that took some kind of online action. You won’t see lurkers: people that take no actions online but are still exposed to your product and may do offline purchases as a result of Social Media exposure.
  • Customers – leads that become customers.
  • Conversion rate. Tracking the percentage of visitors by social media platform or promotion piece tells you what’s working and what’s not.

3. Assign a monetary value to each conversion by estimating a Lifetime Value of a Customer.

4. Collect incoming traffic and conversion numbers using Google Analytics. Compare with the monetary value of those conversions.

5. Determine cost per channel by adding labor and other costs.

6. We use information from steps 4 and 5 to calculate your ROI per social media channel.

Do I need a social media manager?

Many business owners are lost between believing they need a social media manager specialist and not wanting to pay someone to “just go on Facebook”. So first, let’s write down what should Social Media Marketer actually do:

  • Manage a publishing calendar;
  • Schedule posts;
  • Curate content;
  • Monitor brand mentions and keywords;
  • Engage with customers and partners (i.e. reply to all comments, reviews, questions on Social Media);
  • Review analytics and determine next steps;
  • Follow up with connections and on projects;
  • Run experiments to optimize social media posts.

So do you need to hire a specialist?

That depends mainly on your budget. It’s possible to handle social media marketing yourself if you use the right tools (Social Media Management and Social Media Monitoring) and if you keep it simple. While on-going customer service is still essential, everything else is optional. You can limit your posts to once a day and cover only a couple of major platforms.

Which social media platforms should my business have a presence on?
What’s My Social Media ROI?

Answer: The amount you earned from your social campaigns, minus the amount you invested.

Here’s why: Social media ROI can be a tricky subject, and 41% of companies say they have no idea whether or not their social efforts are paying off at all. But calculating the ROI isn’t as difficult as you might think. Read our guide on how to measure social media ROI for a complete step-by-step walk-through.

Keep in mind ROI might look different depending on your goals. If you’re using social media to get leads, your return won’t be the same as it would if you were using it to build brand awareness.

I’m in a “Boring” Industry, Do I Still Need Social Media?

Answer: Yes.

Here’s why: Social media isn’t just reserved for athletes, fashion brands and retailers. When it comes to marketing, your goal is to reach your target audience where they’re paying the most attention. And for the past 10+ years, that has been social media. A whopping 78% of Americans have at least one social media profile, so there’s a strong chance your target customers are on at least one of the major networks.

If you’re unsure which network to reach your audience on, we’ve compiled a list of the demographics of some of the most popular social networks. That’ll give you a nice starting point, but also make sure you dive in and get familiar with any network you’re interested in joining.

Remember, social media isn’t an advertising platform for you shout your message as loudly as possible. Instead, use it as a platform to educate and entertain your audience.

For instance, taxes are about as boring as it gets for most non-accounting people. But H&R Block puts together fun social media campaigns that don’t make you cringe at the thought of tax season.

Should I Outsource My Social Media Marketing?

Answer: It depends.

Here’s why: For brands that don’t have the resources to put together social media campaigns from scratch, working with an agency can be a smart move. Social media agencies understand the nuances of different networks, and can often help you be much more effective.

On the flip side, you don’t want to take a completely hands-off approach. That’s why often times social media agencies prefer to work with clients, rather than completely take over everything. Nobody knows your brand like you, so you should always have a hand in your social efforts. But there’s nothing wrong with getting help from specialists.

What is a Responsive website?

Essentially, responsive design is a way to put together a website so that it automatically scales its content and elements to match the screen size on which it is viewed. It keeps images from being larger than the screen width, and prevents visitors on mobile devices from needing to do extra work to read your content.

Responsive design is the “big thing” in web design right now. But if you are not a designer, you may be wondering what this term means. You might also be unsure as to whether or not the business’s website should be implementing responsive design, especially if you do not understand the concept.

The ultimate goal of responsive design is to avoid the unnecessary resizing, scrolling, zooming, or panning that occurs with sites that have not been optimized for different devices. It is often very difficult to navigate these sites, and it may even cost you potential customers who become frustrated with trying to figure out how to do something.

Why do I need a Responsive website for my business and what do they look like?

With responsive web design, all content and pages are flexible across all screen resolutions and devices. Whether you’re viewing a website on your smartphone or a laptop, it will be unified and easy to navigate despite the differing screen sizes. Providing an optimal experience for the user across the board, responsive web design means your user can read and navigate the site with minimum resizing and scrolling.

Responsive web design can improve user experience which will translate into a positive perception of your brand and business. If your customer can access your website easily on all platforms, they’re more likely to return to you for more business in the future and it more than likely means a higher conversion rate for your website. In a world where so much traffic comes from mobile devices, it’s important that you’re accommodating this factor through your website.

Responsive web design is now also important as a ranking factor, as mentioned earlier. Sites that are responsive will generally load faster which is likely to boost your ranking and decrease your bounce rate. Responsive web design can also make social sharing easier, helping you to grow a bigger audience for your brand.

SEO campaigns and website maintenance are also a much smoother process with a mobile-friendly website. Responsive web design means you only have 1 website to look after; it’s also quicker and less expensive than making a stand-alone mobile application in addition to your desktop website.

Here are examples of what responsive websites look like.

Why do I need a Responsive website for my business?

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Why do I need a Responsive website for my business?

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Is pay per click easy and can a college student do it?

No, you can’t just hire a college student to plug in data and monitor the account. Good PPC takes skill, and great PPC takes strategy, a thorough understanding of the advertising platforms, a solid knowledge of rules and guidelines, and a little creativity and marketing sense. That said, you should work hard to identify a credible, trustworthy agency or in-house professional. And be wary of those that promise the world and don’t help you understand what results will truly impact business objectives.

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As much as you might like to hand it all over to us (Your  PPC pro) and never have to look at the pay-per-click account again, true PPC strategy comes with collaboration. You are the expert of your business; we are the expert of PPC. Together, we collaborate and forge great ideas and ways to execute on any goals you may have for your business, its products or services.

Is PPC ongoing for the lifespan of my business.?

When PPC is done right, you’re investing and making a nice return on that investment. So even when your business is booming, PPC is there to continue to drive revenue and be a support system for any event in the life of your business. New website launch? PPC is there. New product? PPC can help. New color of widget? Look to PPC. Got a webinar around how to make widgets? PPC can help there, too. Need to rebrand? Yep, PPC does that. The key is that when looking for a PPC manager, look for a long-term partner to help you grow your business with you.

Does PPC Work Well With Other Marketing Channels?

PPC and SEO work well together as the impressions and opportunities for traffic are often to the same audience — the people using Google to find information, services, or products. The performance data of impressions, clicks, and conversions from AdWords can provide great insight and direction on a keyword-by-keyword basis for where to prioritize SEO efforts.

On the flip side, organic traffic performance data and SEO strategy can also advise PPC if the data is available. All of this helps align with content marketing and ensures that efficiencies are gained and business end goals are not siloed.

AdWords remarketing is a great avenue to keep site visitors engaged, regardless of how they found your site. Remarketing ads are shown to people who visited and left your site and are based on specific rules or audiences you select.

There are other cases where PPC can help provide data or an alternative to traditional direct marketing activities. PPC can also be directly compared to traditional mail with costs per impression and conversion. If you can shift away from more expensive traditional marketing to methods that provide real-time data and have better tracking, it can be a big win.

Content marketing has taken over the digital marketing world and content plans and calendars are the norms in most businesses now. With the investment in producing original and unique content to support the customer buying cycle and establish thought leadership positioning, AdWords is an engine that can drive visitors to content more quickly and improve the ROI on your content investment.

Targeting Options do I have?

Many advertisers take a multi-layered approach in AdWords to test and ensure full coverage across the networks and targeting types that can gain brand exposure.

This ranges from targeting keywords through text ads, to running ads through remarketing based on their past behaviors, or focusing on specific audience demographics on the display network.

By testing and trying out a mix, you can ensure the full scope of AdWords is leveraged and that you’re getting as many impressions as possible while staying targeted to the personas in your prospective audience.

Going back to the business goals conversation, you can also see what performs best and set expectations on what the tolerance is for cost per click and cost per acquisition to compare the different targeting methods with each other.

Ultimately, the biggest benefit of the PPC targeting options available is that you are able to reach people who aren’t already in your audience as well as those that have been exposed to your brand. You have many options for how wide of a net you want to cast.

How Do I get a Wealth of Marketing Data from PPC?

While there’s a lot of data and performance information directly available in Google AdWords, the value of information gained goes beyond just PPC performance.

Impression, click, and conversion data for each keyword can be used to advise SEO strategy and content marketing efforts.

Beyond that, we can use the built-in keyword planner and display planner tools to find where your audience is.

We can also cross-reference where your competition is through different third-party to build a solid profile of what you’re up against and what market share you can gain.

How do landing page load times affect Google AdWords Quality Score?

According to Google, landing page experience is evaluated according to the following things:

  • Relevance and usefulness of page content
  • Trustworthiness of page content through transparency
  • Ease of navigation via mobile and desktop
  • Fast website and page loading time

When a landing page is irrelevant or slow to load, viewers will leave at higher rates. This tells Google that the landing page is poorly constructed, which results in a negative Ad Rank. Turning your landing page into an Accelerated Mobile Page (AMP) can help speed up your loading time and give viewers a better experience.

When pages boast quick load times and high levels of relevance, though, they’re likely to earn a higher Quality Score. This, in turn, creates a higher Ad Rank over time.

Is Google AdWords Only Search Adverts?

No. Google AdWords is an advertising platform giving you a vast network of advertising locations and campaign types ranging from Search ads (the most commonly referred to), Display ads (banners you see on websites), Remarketing to different people who have been on your website, YouTube (banners and video), and Gmail ads.

As well as this there are many different ad formats from text display ads, through to static banners, animated banners, videos, and lightboxes.

What’s The Difference Between Google AdWords And SEO (Search Engine Optimisation)?

SEO is a longer term game and involves the correct set up of your website and online presence, ultimately to bring you more organic search and referral traffic. You don’t pay for this traffic, but you’ll pay with time and money getting it right.

SEO should always be an important element of your digital marketing mix, and it’s often overlooked and underestimated by both business and web developers.

Google AdWords is a fast way of bringing in targeted traffic to your website. It is fast to set up, and a far faster way to generate the traffic than SEO (generally). Both are ongoing investments, but you’ll only pay for AdWords clicks when people are interested in your product (generally).

Isn’t AdWords A Waste Of Money? I’ve Tried It And It ‘Never Worked’

We hear this opinion of AdWords a lot. The root cause is due to either running campaigns in-house without the appropriate knowledge, or having a bad experience with a “pile ’em high, sell them cheap with hard sales call tactics” type agency.

Running an AdWords campaign without knowing how to use the platform can be a recipe for burning money fast.

What’s Involved In Setting Up A Google AdWords Campaign?

Setting up an AdWords campaign is quite complicated if you are doing it well, and involves a good knowledge of the platform. It’s not just clicking a few buttons. Setting up a new campaign involves the following, and more :

  • Understanding your advertising objectives
  • Understanding your products and profitability of them
  • Deciding which campaign types are most appropriate
  • Keyword research
  • Creating the correct campaign structure to drive down costs
  • Your campaign ideas may result in several AdWords campaigns being created to be more effective
  • Creating many ‘ad extensions’ to make your adverts more compelling
  • Writing copy for many different adverts
    (It’s not uncommon for a ‘simple’ campaign to have 100’s of ad variations if done well)
  • Creating or providing input to several different banner adverts (if using display)
  • Setting up conversion tracking within Google Analytics
    (this can be simple, but can also be very time consuming)
  • Minor modifications to your website to allow conversion tracking

…and lots more.

This takes a lot of time, but ultimately it means your money will go further, and you’ll get better returns. Well set up campaigns will definitely save you money, and potentially lots of it.

Why Does A Campaign Need Managed & Optimised Each Month?

Your campaigns need to be managed and optimized regularly to make them work better over time and allow you to expand on them.

This involves creating new ad groups and keywords, pausing ads or keywords that aren’t working, making suggestions about new campaigns, checking if the budget is adequate and making suggestions around where to increase it, ensuring your ads aren’t being shown for irrelevant keywords and lots more.

The advertising space isn’t static. There are millions of calculations performed in a real-time auction every time an ad is displayed. Optimizing it means your campaigns will continue to improve and expand. Even if nothing was touched, and other advertisers started new campaigns, your results could be very different on a week to week or month to month basis.

I Have An AdWords Campaign Running But I Can’t See My Ads – Is My Agency Ripping Me Off?

Maybe if you don’t see it all the time, but probably not if they are reputable.

You may not be entering the keywords that have been set up in your account, you may find your budget isn’t enough to reach all searchers, or your ‘quality score’ is lower due to your website, so your ad doesn’t get shown all the time. It may be the advertiser has excluded your internal computer address to improve campaign performance, or not targeting people in the location you are in.

Why Do I Need An Agency To Manage My AdWords Account?

There are some great staff at Google but when you call the main helpline you are unlikely to get the same person. If you do they have to help many people and will not be able to help with more detailed elements like tracking return on investment and discussing the best goals to set up in Analytics to measure.

If you read the story above about Fully Charged Media reducing the cost per click by 50%, this was from a campaign that was being run with the help from Google. They are not out to sabotage your account, and there are some great people on the end of the line, but you will never get as much input and expertise as you would from a good agency.

How Do You Charge For Google AdWords Management?

There are many ways agencies charge. The main fee variations are :

  • Percentage of spend (usually subject to a minimum)
  • Depending on the number of campaigns and ad groups
  • Fixed fee plus a percentage of spend
  • Fixed fee per month

We don’t like the percentage of spend model. It doesn’t really provide the agency an incentive to lower your ad spend. The more you spend with Google, the more the agency gets paid.

More campaigns mean more things to manage and optimize, but it probably also means your budget will work better.

We price based on the complexity of your requirements. If you need a new ad group to increase performance, we’ll just add it in. Some agencies would charge you more for more ad groups. Our cost is a known cost, depending on the campaigns running. To a large extent, your ad spends budget doesn’t come into it. We’d rather spend time optimizing your account than trying to get more money to add in a few new ad groups.

What is Google Analytics?

Google Analytics is the most popular online tracking and analysis software used today.  At a very basic level, it provides a lot of information about your website visitors and users, their origin and their behavior so you can monitor, measure and improve your online presence.

At an advanced level it provides far more sophisticated and usable information to grow your business, but unfortunately, most Google Analytics implementations go no further than putting the basic code on your website.  You will not get the most out of it unless the configuration is modified slightly to clean up data and report on important metrics for your business.

What are the benefits of Google Analytics?

Google Analytics should be the center of your online marketing activities providing insights into which channels are working, which ones aren’t, measuring the key performance indicators of your online presence, and allowing you to know all the valuable actions and revenue being generated online.

Google Analytics can also help you improve your website and revenue by seeing where users are spending most of their time, the most popular areas of your website to exploit, and the drop off in your online funnels and sales processes.

Why do I need Google Analytics?

Used correctly, Google Analytics can track all your multi-channel online marketing activities, including some offline.  If you understand and take action on the data, this will help make your website more visible and drive more revenue by improving your online presence.

Will Google Analytics save me money?

Used correctly, interpreting the data within analytics can save you money by making you realize which marketing channels are working, and which ones need improvement, or can be dropped.

Maybe you’re paying several hundred, or a thousand dollars a year on a listing on a third party website?  Using Analytics will help you know how much traffic you are getting from that link, and how much inquiries or revenue it’s driving.  If it’s not driving revenue, you may be able to avoid renewing the listing or haggle hard on the renewal price.

Will Google Analytics make me look better?

Data make you look better?  Sure it can.  When you are running any form of digital marketing you want to know what returns you are getting.  This includes organic search engine optimization, paid advertising (such as Google AdWords or Facebook), or any third party listings.

Without spending some effort working out which goals and conversions you should be tracking, you’re probably not giving your marketing campaigns justice.

Here’s an example :

  • We took over a Google AdWords campaign.  The previous agency was over-reporting the returns so we were worried whether we could match it with real data.  It turns out all that was being measured were online room bookings.  When we added in contact forms, email clicks and particularly phone numbers, the campaign’s returns went through the roof.
    These additional conversions added more than 600% return on investment to the campaign.  Prior to this, none of these metrics were measured, and the campaign may have been stopped due to incomplete data.  This would have been a very expensive mistake.  We also realized a lot more activity was being driven from the AdWords campaign, including emails and calls to different areas of the business.
My web developer has put Analytics on my site, why do I need more work?

A simple installation of Analytics is just that. It will let you track the data, but to get more out of it, you really want to set up the goals you want to monitor and report on, so you can see the important elements that are happening online.  This can range from phone number clicks, form submissions, online bookings and associated revenue, and whole range of other metrics

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