Google Analytics is a great tool – it’s free, it’s trusted, it’s powerful and it’s incredibly in depth. In fact, you could hire an analyst just to be on top of your Analytics data, and they would have no issue spending hours per day digging through countless tables and cracking down on how people interact with your site. But, for most of us, a rudimentary knowledge is enough, and to be able to arm ourselves with the basic principles is just what we need. So, I want to show you just that.
Following is how you can use Google Analytics to answer some of the biggest questions that come to mind when thinking about measuring online traffic. Let’s list some of the most popular questions:
- Where is my traffic coming from?
- What do they do when they get there?
- What is making them leave?
When was the last time you bought toothpaste? There are so many different types such as ‘Optic White’, ‘Sugar Acid Neutraliser’, ‘Sensitive Pro Relief’, ‘Max White’ and, ‘Total’. Personally, I have always found this funny. If they’re all around the same price then why not get ‘Total’? It boasts to cover all bases in just one toothpaste. Who thinks to themselves, “I want teeth whitening but I couldn’t care less about cavity protection,”? We all know the benefits of dental care and we all know that every aspect is important, so why are there so many options? Why not just ‘Total’?
This is actually a fantastic form of advertising that has existed for a long time in our retail stores. Not only does the brand dominate the shelf at the supermarket but it plays to the consumers need for choice. Each consumer will value certain qualities over others and, in many cases, consumers only feel as though they’ve made the right choice if they have others to reject.
Is your company ready to evolve and adapt for the changes in the digital marketing world as we look to leave the eventful year of 2014 behind us? I can’t think of one industry where change is more of a consistency. Keeping this mind, your scope for what you think is possible needs to be as open as the sky.
However, perhaps you find this exact fact more of a hindrance than a benefit? Traditional marketing methods have been around and practiced for much longer of course, and they are tactics you are likely more comfortable with. But did you ever push the boundaries and exceed your own expectations by simply sticking with what you find safe? We all know the answer is ‘No’. With New Year resolutions quickly chasing us (can you believe 2014 is nearly over?!) both in our personal and professional lives, determining how far you are ready to push your marketing limits could be the triumphant win you’ve been searching for. In adopting forward thinking, advanced online techniques, and ensuring they are set-up in the right way, you will have access to real-life data which will give a true reflection on your ROI. Traditional marketing methods are near impossible to accurately measure in terms of effectiveness, hence, marketing skills will be more beneficial when applied to digital strategies. It also means your marketing managers are far more accountable for their efforts, and it will mean you can be sure that the money you spend in particular avenues will give you results.
Back in early march, I had the pleasure (and challenge!) of receiving a new client, and their website www.ezylivingrentals.com.au sat in an incredibly competitive space within online advertising. As a company who specialises in rent-to-own furniture and appliances, we knew we were stepping into a marketplace with a plethora of competition from well established, nationally recognised businesses… and taking into account the high Cost-Per-Clicks (CPCs) for AdWords we knew that we had to make every cent count with our marketing budget.
Find out if your AdWords Manager stacks up and ask yourself whether they possess these top ten qualities . . .
1. They enjoy their work
This is a given for any job, really, but in a fast paced industry like Online Marketing, it is a must. How can you deal with pressure in a meaningful way if you don’t enjoy it?
2. They Keep cool under pressure
As per the previous point, an AdWords Manager that enjoys their job is most likely to deal efficiently with the ever-changing landscape of AdWords coupled with the multitude of shifting requirements of the client.