A positive return on investment is the goal of every digital marketing campaign. However, while the endgame of digital marketing is to increase profits, not every campaign directly leads to dollars and cents. Some campaigns raise awareness of your brand, while others might bring visitors to your blog -- both help increase profits in the [...]
Recently, one of our SEO clients approached us for help with Google Ads, and she asked us to audit her Google Ads account to answer this question: Which keywords and ads drove a recent influx of new phone call leads?" This is a common situation where a business sees an increase in calls and wants [...]
What do you really know about how visitors interact with your website? If you're not using Google Analytics, then your answer is probably "not much." Even if you have clickthrough and conversion data from AdWords or another advertising platform, you need Analytics to gain meaningful insights such as who visits your website, what they do when they get [...]
I'm sure you've heard the saying, "throw spaghetti against the wall and see what sticks." It's a common way to describe the process of testing many different tactics at the same time in order to identify what works (sticks) and what doesn't work (falls to the floor). It's a nice analogy to visualize the process [...]
Have you ever considered what your visitors' experience is like when they're on your website? Are they engaged in your content, or do they leave without clicking to a new page? Are they reading your blog posts or moving on quickly? Which of your marketing channels are resulting in more leads or sales? Using Google [...]
I recently reviewed a survey we conducted, where we asked small business owners this question: "What's your #1 question about online marketing?" As I combed through the questions, I realized there was a common theme. A lot of the questions focused on the one thing to do, or the one tactic to use to get [...]
I'm sure you've heard Peter Drucker's famous quote: If you can't measure it, you can't improve it. Of course, Peter wasn't talking about Google Ads, but he might as well have been. When it comes to success using Google Ads, measuring campaign performance is absolutely critical. If you aren't measuring conversions like quote requests, online [...]
Remember when Microsoft completely overhauled the user interface of MS Word and Excel to use the "ribbon" layout? I'll never forget it because I was at the point in my career where I could use those programs with my eyes closed... But then it all came crashing down with the "new and improved" ribbon update. [...]
Google Analytics is extremely powerful and is an essential piece of every company's digital strategy. Yet, it's also notoriously difficult to navigate and relies heavily on the proper setup in order to deliver the data that small businesses find valuable. Before you even begin setting up or reviewing your Google Analytics, it's a good idea [...]
In this article I'm going to present a case study about how to determine where your website leads are coming from. Once you understand which marketing tactics are driving leads, then you can focus your resources on improving those tactics to generate even more leads and sales. Background One of our clients recently saw [...]
