Updated: Oct 18, 2019
Businesses are always searching for how to crack the search puzzle. If they get more people aware of their services, they will generate more revenue. In addition, they are bombarded by constant data and marketing from other companies trying to help them increase their revenue - TPM included in this group:). As a result, owners often hear pieces of information that can lead them to take potentially disastrous changes to their marketing efforts.
Upon an initial review of this, a business owner might have a knee-jerk reaction and think, "Why am I advertising on Google Ads if only 3.58% of all traffic is going to paid clicks?" They might also then jump to the next thought, "I must move my efforts to SEO since 41.45% of organic clicks at least go to other websites." And on the surface, these thoughts are totally logical. Why wouldn't you devote your money and efforts in the areas where the largest opportunities for traffic to come to your site are?
However, and this is the big "BUT" from the headline, this study looked at all search traffic. We're talking about queries like:
"Hey Siri, what's the weather like today?"
"Alexia, what time does the Colts game start?"
"When does the state fair end?"
These type of queries naturally would not result in a click. Also, we tend to make a lot of these types of queries! This article mentions as much as 50% of all queries are through voice search. Kind of lines up perfectly with the above mentioned data, huh?
For a business owner, it's easy to get caught up in trends, or pieces of data that might want to sway your marketing decisions. However, there is a much better approach.
Follow the Data
At Tracking Pixel Media, we help our customers use data to arm every marketing decision they make. Google Analytics is your best friend when it comes to businesses. Take this snapshot from an actual customer's account:
When set up properly, Google Analytics can help you define which of your marketing efforts are yielding the best results - the most form fills, the most email inquiries, the most phone calls, etc. This is what drives businesses anyway, right? That's what your efforts need to focus on!
Within Analytics, once you have goals/conversions set up, you can do all sorts of things:
Understand what customers convert the easiest for the least amount of ad spend.
Where your converting customers are coming from, and where they're not. This could inform you of where to place your next store, billboard, etc.
What pages on your site are converting people the easiest, which ones the least? This can inform you of products maybe to ditch if no one is reviewing the page or converting. Or, which ones to buy more of if you're converting well.
This list can go on, but the important thing to remember here is that you use data to make marketing decisions...not hunches.
If you'd like a review of your marketing strategies, we're here to help! Contact us today!