James: Google measurement protocol has helped us import key business data into our campaigns, allowing us to optimise using automated bidding and with great digital maturity with target ‘return on ad spend’ (ROAS).
We also make use of telephone tracking systems so that we can again import key conversion points which give Smart Bidding the signals it needs to expand and increase ROI. These are employed at conversion stages to track revenue from leads allowing us to attribute revenue back to keywords or campaigns.
Other examples include:
-
- We automate checks and forecasting rcs data to maximise efficiency and ensure we’re working on the areas that will make the biggest difference to the account.
- We use bespoke quality score analysis tools to identify the biggest areas for improvement.
- We use Google scripts and automated rules to help with efficiencies.
- For Smart Shopping campaigns we use third party feed optimisation tools to better optimise feeds that aren’t in good condition. This not only improves the feed but also ensures we are working efficiently and following Google’s best practices.
- We create bespoke, automated reports using Google Looker Studio, saving significant amounts of time.
- We use our own intelligent automation software, Apollo Insights, for keyword research and to unearth new opportunities.
Q4. How do you measure success for your clients?
James: As before, this poptin x benchmark: how email pop-ups can multiply your benchmark subscribers depends on the client’s objective, but if we take the lead gen example above, I’d say cost per lead is important for some fixed value products and services. ROI is increasingly more important to understand converted sale value, so that we can then bid towards lifetime customer value.
We also monitor totals sales and percentage of media spend over all channels so that we can push harder and know that when we increase our media spend, sales see an uplift from all contributing channels, such as direct or brand.
Success metrics will differ for short and long term solutions
Buying cycles for higher value services ukraine business directory such as accountancy software, are typical much longer in duration, involving multiple stakeholders over many months from awareness to consideration and ultimately completed sales. These can be harder to track and therefore success metrics here look very different to short term solutions such a leads for locksmiths.
