WEB CASE STUDY

YOUR DIGITAL MARKETING REPORT: WHAT TO LOOK FOR AND WHY.

“Information is valuable because it can affect behavior, a decision, or an outcome.”

The amount of data and statistics available from the multitude of web

analytic tools is staggering. Deksia has all those reports for you at your disposal and we

encourage our clients to review them. However, we also realize that data is NOT the

same as information.

We provide our clients a streamlined report that highlights key performance indicators

so they can quickly assess the success of their digital marketing at a glance. It’s easy

to read and insightful, so as anyone in the organization can look at it and be able to

contribute ideas/suggestions to make engagement even stronger.

We’ve created a summary of how we get the data into information and explain some of

the process. While the definitions and explanations may seem remedial to your IT staff,

it illustrates the metrics we hold ourselves accountable to as your eyes and ears on your

digital marketing front.

“Data that is (1) accurate and timely, (2) specific and organized for a purpose, (3) presented within a context that gives it meaning and relevance, and (4) can lead to an increase in understanding and decrease in uncertainty”

CASE STUDYWhat we optimize.

TOTAL SPENT $4500

LEADS GENERATED 55

$14,750

COST/LEAD $81.82

332

LEAD WORTH

ROI

CLICKS

BRAND IMPRESSIONS

$350

33,533

Brand Impressions: We watch to make sure we’re placing your ads on the

right sites. Is this number going up, or down? If it goes down, but leads go up, what

changes did we make to get better average? (A/B testing - definition below).

Clicks: How many people clicked on your ad. Is it engaging enough? Creative?

Eliciting action?

Leads Generated (Conversions): How many clicks lead to direct action/

interaction with the potential customer? Is there enough information/incentive

being offered?

Total number of visits to your website from the ad

Total number of times your ad was seen by a potential customer

Average total sale as determined by client

Total number of customers that engaged online that resulted in action being taken: -Phone call -Contact form-fill -Online sale-Download -Direciton look-up

A/B TESTINGWhat is it?

This is an on-going service we provide our clients to constantly increase their

conversion rate. Maximizing conversions maximizes the opportunity for your team to

increase sales, but crucial keywords and market shifts mean you have to constantly

review and adjust your strategy/keywords.

A/B Testing closely monitors two different campaign formats and quantifies which is

performing better. After one month, the campaign that performed better is selected and

pitted against another one with additional differentiators - and the evaluation process

begins all over again.

Deksia watches these CTR percentages very closely, reassuring that your digital

marketing campaign is effective and relevant to current shifts in your market. The

following examples illustrate the effectiveness of and value in quality A/B Testing.

1

CTROPTIMIZATION

MONTH

CTR VS. 3 MONTH PERIOD

CTR OPTIMIZATION

Month

CTR

CTR % CHANGE

0.72%

2 1.29% 78%

3 1.51% 17%

A/B TESTING - What is it? continued

*CTR = Click-Through Rate(How many clicks received divided by the number of brand impressions)

Increase in CTR illustrates ad location, graphic, message is performing positively

1 1.5 2 2.5 3

0.00%

1.00%

0.50%

1.50%

2.00%

32+46+60+64+68

1

CONVERSION RATE VS. 3 MONTH PERIOD

TARGETING OPTIMIZATION

Month

Conv

ersi

on R

ate

TARGETINGOPTIMIZATION

MONTH CR % CHANGE

6.94%

2 15.74% 127%

3 35.00% 122%

A/B TESTING - What is it? continued

*CR = Conversion Rate/Leads Generated

Increase in CR shows we’re making changes and hitting the target market effectively

1 1.5 2 2.5 3

0.00%

20.00%

10.00%

30.00%

40.00%

16+26+36+58+80Data is abundantly available in today’s day and age. Deksia processes that data and

translates it into useful information. But we take it one step further - we act responsively to

those insights, continually improving engagement, ROI, and ultimately sales.

ADWORDS

Adwords is deceptively marketed to be an easy way to quickly improve

your business online. It is a valuable and often necessary tool that we use every day.

However, when one looks at exactly how it works, it becomes painfully obvious that if

not properly managed, it can be costly, ineffective, and thereby, a bad investment with

low ROI as well as a missed-opportunity.

Deksia is here to help your business become profitable by utilizing our expertise in

digital marketing. Period. Not to increase visits to your website, but to maximize

conversions so your team can close them into sales. Two words to concentrate on in

that description - profit and conversions.

Now we can talk about AdWords management by explaining the fundamentals of how

it works. AdWords shows ads to online viewers relevant to what they’re searching for

based on broad keyword matches. If someone clicks on your ad, you pay Google per

each click. Great - link away, Google! Right? If you’re Google, getting paid anywhere

from $5-$20 per click, sure. And then you get a report about how many clicks you

received, and the bill. So, what was the quality of those customers clicking to your site,

which you paid for? Did you sell anything?

ADWORDS continued

We group your targets and tighten your scope.

ADWORDS continued

The number of clicks in and of itself isn’t important. It’s only relative to the

number of corresponding conversions from them. Here’s the thing, Google doesn’t

care - they get paid either way. For that matter, the more clicks the better, regardless

the number of conversions. Nowhere does profit or conversions come into play.

Deksia employs rigorous AdWords management disciplines that collectively reduce

expenses and increase conversions. Simply, we group your targets and tighten your

scope, thereby lowering your costs and increasing conversions.

Deksia utilizes every tool available to monitor and adjust performance daily, literally.

Search dynamics and algorithms are constantly changing, and there is no such thing

as a successful strategy that is static.

The results speak for themselves. We hold ourselves accountable

with what truly matters to our clients: your ROI.

GRAND RAPIDS, MI120 STEVENS STREET SW

DES MOINES, IA5911 MEREDITH DR, SUITE C1

Email INFO@DEKSIA.COM

Phone 616-570-8111

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