HOW TO DEFINE THESUCCESS OF A CAMPAIGN

T H E MOS T I M P O R T AN T P A R T O F AN YMAR K E T I N G C AMP A I G N I S S U C C E S S

HOW TO DEFINE SUCCESSFOR A CAMPAIGN

How you def ine success depends on yourcustomers ’ buy ing journey s tage . A phone ca l lo r contact form are the most common forms ofcampa ign goa ls , but you ’ re not l im i ted to jus t

those two . A goa l can represent any metr icthat i s re levant to the s tage of the buyer ’ s

journey .

02

Awareness

The goal of awareness is to get as many relevant users to seeyour campaign message as possible . This is great forbranding or cultivating the early stages of the buying cyclewhen people are researching answers to their questions .

IMPRESSIONSVIEWSREACHDOWNLOADS

03

Metrics to consider are :

ConsiderationWith consideration , campaign interactions are a focus onquality over quantity . The target user is further along in thebuying process to the point where they have defined theanswer to their question and are now pursuing a possiblesolution . In order to ensure quality traff ic , your campaignmessage must present viable answers .

CLICKSBOUNCE RATEPAGES PER SESSIONAVERAGE SESSION DURATIONVIDEO EVENTS

04

Metrics to consider are :

Decision

Conversions are the transactional part of thecampaign . The goals are now to get the user to pickup the phone for f i l l out a contact form to enter yoursales process .

CONVERSIONSCONVERSION RATECOST PER CONVERSIONROI

05

Metrics to consider are :

MEASURING THERESULTS

To t rack the success of a campa ign, Goog leAna lyt ics i s one of the best , f ree too l s to use .

Wi th Ana lyt ics , i t ’ s poss ib le to setup eventsand goa ls to he lp you measure success .

06

EVENTS VS GOALS

There are two ways to def ine webs i tein teract ions in Goog le Ana lyt ics : events and

goa ls . Both have the i r advantages andd isadvantages , so i t ’ s impor tant to choose the

r ight method for the job .

07

EVENTS

Events are scalable and great for actions that cover a wide range ofpossibil it ies or are short-term pieces to the campaign . Some examplesare : downloading a PDF , watching a video , or clicking on a button .

While you can create an unlimited amount of events , i t ’s diff icult toassociate events and campaigns within Google Analytics . A lot of thereporting for events has to be done manually or setup as a customreport .

I f there are certain events that aren ’t short-term additions to thecampaign or i f the events are few in numbers , then those events canbe also defined as a goal for the website .

08

GOALS

Goals are much easier to associate with a campaign , and are easier tocreate reports around .

Goals are setup in the admin portion of Google Analytics and canrepresent when the user visits a certain page or series of pages , stayedon the website for a certain duration , visits a certain number of pagesper session or tr iggered an event . Keep in mind that Google Analyticsl imits you to 20 goals per analytics view , so i t ’s good practice to onlycreate goals for long-term additions .

09

SEGMENTING DIFFERENTCAMPAIGNS

To make sure your budget is being spent wisely, i t ’s important to track mult ip lecampaigns indiv idual ly . Segment ing campaigns to specif ic landing pages is theeasiest way. If that ’s not an opt ion, customized URLs tag users with campaign-

specif ic informat ion when they vis i t your website, which is passed to GoogleAnalyt ics . Google offers a tool to help you set those up to include with your ads.

It ’s great to just say a campaign is successful , but i t ’s a lways best to be able toprove i t to yourself and anyone else that you’ l l be report ing to. Def in ing and

report ing on the campaign goals puts you in a posit ion where you can make betterdecis ions on how to run that campaign, and thus, work to make your market ing

efforts as successful as poss ible.

10

Contact Us Today at

904.680.3000

www.Discovertec.com