Digital marketers have access to rather a huge amount of data about pretty much everything they do. However, it’s easy to be totally overwhelmed by the statistics and metrics we have access to. In the worst case scenario there’s a chance it paralyse you and you’ll find it difficult to make any decisions. The secret to increasing digital marketing ROI is linking it to your digital marketing optimisation activity – constantly monitoring what you’re doing, understanding what’s actually useful to your end game, and tweaking regularly to improve the results.
In this article, we’ll look at some strategies for improving digital marketing ROI in PPC advertising, social media and email campaigns.
Before we start, let’s remind ourselves what Digital Marketing Optimisation looks like –
Read on for some tips that you can start using right now.
Paid advertising is one of the easiest places to start when you’re looking at increasing digital marketing ROI. This is simply because of the wealth of information that services like Google AdWords and Facebook advertising give you. You can see which ads are performing best in some detail and tweak your campaign constantly to improve the results if you have the correct tracking in place.
However, the power of Google AdWords really increases when you use it in conjunction with Google Analytics. One of the most useful tools is the path view and attribution modelling. In AdWords, the conversion rate view only covers visitors who convert during the visit to the site that was triggered by their AdWords click. The path view shows you what these visitors did after leaving your site. You may find for example that people from a certain advert regularly convert – but only on their third or fourth visit. This level of information will help you to make much better decisions about your advertising spend and where you should be concentrating your resources.
Increasing Digital Marketing ROI – Social media
When it comes to understanding the worth of social media in the digital marketing mix, Google Analytics is your friend here as well. The key is to make intelligent use of trackable URLs in your posts. This will allow you to see, at a glance, which posts are driving clicks and conversions. You can hand code these trackable URLs – but the easiest way to build them is to use Google’s URL Builder. This will do all the heavy lifting for you and make sure that your URLs do their job in terms of providing meaningful data
Google Analytics also works when it comes to email marketing, but the key is to make use of the insights that your email marketing tool offers. As well as content and subject lines you should constantly review the times you’re sending your emails to improve the results. The two key metrics to watch here are open rate and click rate. Remember, the two don’t always move in unison and on some occasions you may need to be less worried about clicks that actions that come after the email lands – because that will define the ultimate outcome and whether it contributes to your overall objectives. Try a range of strategies and regularly refresh them to make sure that you know what’s working.
If you’d like a helping hand in increasing digital marketing ROI then take a look at our free reports or call Tracy to discuss how our digital marketing consultancy services can support your marketing