Nearly 80% of businesses advertising online are dissatisfied with their conversion rate. It seems that advertisers are unaware of how their ad is performing in terms of getting customers to carry out an action or make a purchase. Analytics is a tool which can help online services to track traffic flow to their website and monitor the effectiveness of their digital marketing campaigns. Here’s how to make sure your Facebook and Google ads stand out from the crowd, by using analytics effectively to check what works and what doesn’t.
Use UTM
Urchin Tracking Module (UTM) is a parameter from Google that you can add to a URL. This will record whenever a link is clicked on. Whether this is a Google, Facebook or Twitter ad, a link in an email newsletter or a hyperlink in a sponsored blog post, using a UTM will ensure you can see how often your links are being clicked on and if it is worth paying for the service again.
Once you have added a UTM to everything you want to track, you will have a good idea of which ads are working and which are not. Are people more likely to click through if there are more or less links in a blog post? This allows you to reinvest money where it is effective and stop spending money on ads which aren’t being clicked.
What About Conversion Rates?
Clicks are one thing, but are browsers being turned into buyers? You will need to develop the right marketing mix in order to create a strategy that encourages conversion of visitors into customers. However, first you need to know what your conversion rate is.
Once you have built your UTM tracking URL, login to Google Analytics and click ‘set a new goal’. For instance, you may want to track how many clickers of your link end up on the ‘order confirmation’ section of your ecommerce website. Once you’ve made this a goal, Google will track it and you can see your conversion rate. The average now stands 2.95%, but the top 10% best performing websites will hit conversion rates of over 13%.
Spending time providing a good product or service is one thing. Working on writing paid ad copy or commissioning sponsored blog posts is another. However, perhaps the most important part is the analytics as this allows you to see exactly what does and doesn’t work and adjust your marketing strategy accordingly.
Related Posts
Facebook Ads and Boosted Images
Boosting your Facebook posts and creating Facebook Ads is essential for getting the most reach on Facebook. If you're investing money to get your Facebook posts in front of more people, you want to make sure they will convert into business. The best way to do this is to have your call to action right on your image. However, Facebook has a 20% text-to-image ratio rule that you must abide by in order to boost your posts. Before you take the time to design beautiful images with calls to action on them, make sure you know how to use the Facebook Ad checker to guarantee your images will be approved when you try to boost them.
How to Make the Most of Sponsored Ads on Facebook
Recently, I detailed the best use of boosting your Facebook posts; however, you can also create sponsored posts on Facebook that work a lot differently.Most people think all Facebook ads are Sponsored stories and don't really understand that it is a very specific branch within Facebook advertising. Here's what you need to know: