Anyone operating in today's business environment knows that
having the right information, at the right time, is critical to their
success. Depending on your ad agency reporting software, the different
features and data points provided by the analytics software are nearly
limitless.
With so many new features coming out all the time, it is easy to overlook some of the reporting features that may really impress your clients. While some of the following are brand new capabilities, others have been around for ages. Here are five ways to blow your clients away with your reporting features.
1. Bring Analytics and Ad Tracking Together
Your ad reporting software helps you see how much your ads cost, and how much each ad is contributing to conversions and revenue. However, few ad reporting technologies provide information about what happens with the client between the time they land on your site, to the time they convert and purchase product.
This is why bringing your website analytics software together with your ad reporting is the ideal solution. This will tell you what people are doing on your site, and may even lead you to understand why. Whether you look at bounce rate, pages per visit, average visit duration, or the percentage of new visits, paying attention to and manipulating these metrics will translate into greater ad performance and more revenue.
2. Do Not Delete Zero Conversion Keywords
Far too many marketers are too quick to delete keywords that are not generating conversions for them. While, in general, this is a smart move, it helps to ask a few questions before hitting delete, and drill down to why these keywords are not performing. One thing to keep in mind is that the conversions reported in AdWords are the last click a person makes after completing a search.
Remember that most consumers will search several websites to find what they are looking for, so even though you have a search term that is getting clicks, it may not be directly translating into conversions, but instead serves as a vital method for consumers to do research about your products and companies, yielding a conversion sometime in the future. In short, do not be so quick to delete until you know why the keyword is under performing.
3. Find and Correct Bad Landing Pages
One of the best things you can do to increase your conversions is to optimize every landing page. A simple way to do this is to sort your analytics data by bounce rate, average time on site, and cross comparing with your conversion rate. This will help you locate ads that are not engaging to consumers nor creating conversions.
With this information you can fix the ads by changing the keywords, picking a better and more relevant landing page, or fixing any ads that my appear misleading. For this reason, it is important to look at data for every landing page on your site.
With so many new features coming out all the time, it is easy to overlook some of the reporting features that may really impress your clients. While some of the following are brand new capabilities, others have been around for ages. Here are five ways to blow your clients away with your reporting features.
1. Bring Analytics and Ad Tracking Together
Your ad reporting software helps you see how much your ads cost, and how much each ad is contributing to conversions and revenue. However, few ad reporting technologies provide information about what happens with the client between the time they land on your site, to the time they convert and purchase product.
This is why bringing your website analytics software together with your ad reporting is the ideal solution. This will tell you what people are doing on your site, and may even lead you to understand why. Whether you look at bounce rate, pages per visit, average visit duration, or the percentage of new visits, paying attention to and manipulating these metrics will translate into greater ad performance and more revenue.
2. Do Not Delete Zero Conversion Keywords
Far too many marketers are too quick to delete keywords that are not generating conversions for them. While, in general, this is a smart move, it helps to ask a few questions before hitting delete, and drill down to why these keywords are not performing. One thing to keep in mind is that the conversions reported in AdWords are the last click a person makes after completing a search.
Remember that most consumers will search several websites to find what they are looking for, so even though you have a search term that is getting clicks, it may not be directly translating into conversions, but instead serves as a vital method for consumers to do research about your products and companies, yielding a conversion sometime in the future. In short, do not be so quick to delete until you know why the keyword is under performing.
3. Find and Correct Bad Landing Pages
One of the best things you can do to increase your conversions is to optimize every landing page. A simple way to do this is to sort your analytics data by bounce rate, average time on site, and cross comparing with your conversion rate. This will help you locate ads that are not engaging to consumers nor creating conversions.
With this information you can fix the ads by changing the keywords, picking a better and more relevant landing page, or fixing any ads that my appear misleading. For this reason, it is important to look at data for every landing page on your site.
