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Presentation delivered at LISTEX 2013 (www.listex.co.uk) - focussing on how to make sure you know your ROI and maximise the efficiency of your marketing budget
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Digital, Data and DestinationsTaking the guesswork out of ROI
ROI: Return on Investment
Data: You’ve got it, so use it…
How much is each sale worth?
How many leads do you need to make a sale?
So, what’s the value of each enquiry?
Average Revenue per transaction £4000
Conversion rate (1 in 20) 5%
Enquiry Value £200
But phone calls are worth more…
Average Revenue per transaction £4000
Phone Conversion rate (1 in 10) 10%
Phone Enquiry Value £400
Attribution: Where do enquiries come from?
Google Analytics: Setting up goals
- Click on the ‘Admin’ button in the top right
- Click on ‘Goals’ in the right hand column
- Click ‘Create Goal’
What should your goal be?
Goals: Destination URL
Goals: Time on Site
How to check your Goals
- Click on ‘Conversions’ in the left hand menu
- Click on ‘Goals’ and ‘Overview’
How are your Goals generated?
Greater detail available (if you have time…)- Compare metrics at Adgroup level and at Keyword level
- Adjust your PPC bidding accordingly
Organic and Referrer data
- Review keywords for organic traffic. Be mindful of ‘Not Provided’ limitations
- Run ROI calculations for paid referrals. Be mindful of possible branding benefits.
So, what is the ROI?
Enquiries 73Value/Enquiry £200Revenue Generated £14,600Cost of PPC £3,500ROI £4.17
i.e. Each £1 spent on PPC generated £4.17 revenue
That’s half of the picture…
How to measure phone enquiries
Call Tracking options
- PPC- Organic traffic- Brochures - Newsletters- Print ads
Measure calls received
Measure call outcomes
Measure regional trends
See how calls are generated
Measure total calls from each source
Final ROI calculation
Phone Enquiries 21Value/Enquiry £400Phone Revenue Generated £8,400Online Revenue Generated £14,600
Total Revenue Generated £23,000Cost of PPC £3,500ROI £6.57
i.e. Each £1 spent on PPC generated £6.57 revenue
Caveats
• Your ROI calculations will only be as good as you make them – it’s essential to know your conversion rates
• Not all phone calls nor clicks are equal – invest the time in further analysis
• There is no perfect system and data will always slip through the net e.g. not everyone who receives a brochure or views an ad will call
• ROI isn’t everything – banner and print ads may deliver some branding benefits which lead to direct or organic traffic
Conclusion: ROI is out there and waiting
• Digital data means you can calculate ROI from your online marketing
• Call Analytics means you can view the complete impact of your marketing
• Call Analytics also allows you to measure calls generated by offline activity
• Effective ROI analysis means you can turn your marketing up to the max
Presented by Iain MartinSkipedia Travel Marketing
iain@skipedia.co.ukwww.skipedia.co.uktwitter.com/skipedia
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