Tag Archives: KPIs


The 10 Most Important PPC KPIs You Should Be Tracking by @ChandalN

It's important to report on PPC performance indicators that make sense. Here are 10 essential KPIs for PPC.

The post The 10 Most Important PPC KPIs You Should Be Tracking by @ChandalN appeared first on Search Engine Journal.

How to ensure you ask the right questions of your data

Our team at Google recently talked to web analysts who say they spend half their time answering basic analytics questions for other people in their organization.

In fact, a recent report from Forrester found 57% of marketers find it difficult to give their stakeholders in different functions access to their data and insights.

To help, our team at Google recently launched a new feature in Analytics to help you better understand “what happened?” questions of your data, such as “how many visitors to my site from California arrived via paid search?”

But the right “why and what next” questions are not always so easy to consider, let alone answer. Posing the wrong questions wastes precious time, and with only so many hours in the day to use your data effectively, you need to become really skilled at knowing what questions to ask when analyzing results so you find answers that are actionable and relevant.

Let’s go through some ways you can get better at this.

1. Have the right objectives and KPIs established before your team begins executing

I’ve advised countless companies on measurement planning over the years, and continue to stress the importance of this both online and at events.

If you haven’t conducted measurement planning and established what your success metrics are up front, get started today. Without this, you will never ask the right questions of your data because you’ll always be boiling the analytics ocean instead of focusing on the metrics that really matter.

Establishing objectives and KPIs is the best thing you can do to ensure you always ask relevant questions that lead to actions that will actually be taken, and which are aligned with your business. 

2. No analysts work in a silo; know what all your different teams are doing

If you are sitting in your analyst ivory tower all day, ultimately you will ask questions you think are interesting, but perhaps not ones which have answers your team cares about, or even really impact your business.

Don’t be isolated; rather, spend time with your different teams so you have your finger on the pulse of their projects and goals – you will then be far better positioned to help them.

3. Automate your reporting so you can spend more time asking questions of data

Updating custom dashboards, spreadsheets, and reports manually is a time-consuming process. It’s also one no one really enjoys doing.

Sure, it’s quicker to do it once, but over time, automation will save you a lot of effort, effort which is better spent asking questions of your data to tease out meaningful insights to inform your marketing.

In a previous column on ClickZ, Search Engine Watch’s sister site, I outlined some ways to get started with automating dashboard updates in order to focus your time on analysis.

4. Executive summaries of your dashboards shared with your team are a chance for real-time feedback

As I’ve shared before in my piece ‘Five steps to report marketing results like a boss‘, never send a dashboard without an executive summary outlining the main takeaways.

Your summary inevitably will include insights from questions you asked of your data when reviewing the visualizations and trends. And this summary in turn will almost always generate responses from those who you have the dashboard tailored for – all too critical for us as analysts to close the feedback loop on our analysis. Don’t ignore it.

5. Don’t waste too much time on unanswerable questions

We’ve all been there when a team member asks you a question about an outlier in a given month. Maybe you had a huge spike in high bounce traffic you can’t seem to find a reason for.

Usually in these such cases it didn’t matter anyway, other than satisfying someone’s curiosity – but you could spend hours on end going down the rabbit hole to try and determine why something happened that might not have been that important in the first place.

In my experience nearly all the “unanswerable” questions end up being ones which didn’t matter much anyway.

6. Educate your wider marketing team on the data sources your company has access to

Without knowing what it is your analysis tools are capturing, you can’t meaningfully ask good questions. So as part of onboarding new team members be sure you educate them on what data sources you have access to.

The other benefit on educating your team is if someone senior like your CMO asks a question beyond the scope of your current reporting capabilities, it can be a good opportunity to research how you might answer that question and potentially ask for an increased budget if required (something we all want more of).

What your paid search KPI says about you

Every advertiser measures success based on key performance indicators (KPIs) that they deem relevant. Columnist Andy Taylor asks, What do your chosen KPIs say about your priorities? The post What your paid search KPI says about you appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Content Marketing KPIs & Metrics: 15 Important Considerations by @robgarner

These 15 considerations should be top of mind when you and your organization are establishing content marketing KPIs and metrics.

The post Content Marketing KPIs & Metrics: 15 Important Considerations by @robgarner appeared first on Search Engine Journal.

SearchCap: Google Home Services ads mobile, live popular times in Maps & SEO KPIs

Below is what happened in search today, as reported on Search Engine Land and from other places across the web. The post SearchCap: Google Home Services ads mobile, live popular times in Maps & SEO KPIs appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Setting SEO KPIs for small manufacturing websites

Columnist Dianna Huff shares her process for helping businesses determine, set up and measure key performance indicators (KPIs) for their SEO campaigns. The post Setting SEO KPIs for small manufacturing websites appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

What to Do When Rankings and Social Share Reports Don’t Work by @joegriffin

In the wake of ranking fluctuations due to personalization and geography and the loss of Twitter share counts — and potentially, Facebook share counts — marketers are struggling to find meaningful KPIs to report on. Let's look at more compelling metrics to consider, as well as tips on how to get them.

The post What to Do When Rankings and Social Share Reports Don’t Work by @joegriffin appeared first on Search Engine Journal.


How to create an effective digital marketing strategy

A digital marketing strategy is important for every business seeking further growth, but how can you create an effective one?

More and more businesses jump onto the digital marketing bandwagon, hoping to achieve bigger goals, but even in 2016, not all of them start by creating a digital marketing strategy.

According to Smart Insights, 47% of businesses don’t have a set plan or strategy for their digital marketing efforts and this may affect their long term goals. Even the smallest business using digital marketing needs to document its strategy, in a way that it will help keep track with the objectives and their results.

What is a digital marketing strategy?

It may sound scary to hear that you need to create a strategy from scratch, but in fact, it’s simpler than it seems. A digital marketing strategy is the plan for your next steps, and it helps you make your efforts more effective.

There’s no need to see it as a big and terrifying process, but rather as a series of activities that will bring you closer to your set goals.

Once a business gets into planning its digital marketing actions, it’s already closer to achieve its objectives, as the strategy serves as the reminder on what still needs to be performed.

For example, even if a business starts with the objective of increasing leads during the year, a simple digital marketing strategy is turning an abstract goal into a measurable plan, highlighting the steps that need to be followed until the strategy is effective.

Five steps to an effective digital marketing strategy

1. Define 

The first step is to define the goals for your business in a way that you become aware of the next steps needed to achieve them.

  • What does your business want to improve?
  • How can it turn the plan into action?

A series of questions can lead to the right answers, or even create new questions that you may not have thought at first. This will give you a better understanding of how a digital marketing strategy can help you, providing the motivation to continue working towards your business’ growth.

2. Analyse 

Analysis should help you learn more about your:

  • audience
  • business
  • goals
  • existing assets

It may be a good idea to start by creating buyer personas, a sample of the customers you are trying to reach. The analysis of their profiles, their needs, their expectations can help you reach them more effectively, so there’s no need to ignore this step.

You can also start by analysing your existing assets and the digital marketing channels to find what you have already achieved, what works, and what can be improved.

Owned media

This refers to the digital assets that your business owns. It includes your website, your social presence, your blog, your visual content and anything else that belongs to your business.

Your owned channels are a vital part of your digital marketing strategy, as they are the starting point for your existing presence and what can be achieved while growing it.

Earned Media

Earned media refers to what you have gained from others about your business and it may include reviews, mentions, shares, PR coverage, guest posts and anything else that was earned through word-of-mouth.

An analysis of your most successful earned media can offer a great understanding of your next steps regarding your digital marketing strategy and how to reach your goals through the most effective sources.

Paid Media

Paid media refers to what you have acquired through paid promotion and it may include Google AdWords, paid social posts, native advertising and anything else that included an increased visibility through an additional payment for it.

Use each platform to analyse its success and decide on which ones to focus on, depending on the goals, the budget, or the effectiveness of each one.

3. Plan 

The documentation of the goals and the existing assets leads to the actual planning of the digital marketing strategy.

  • How can you turn the goals into actions?
  • What are the main priorities once you start with digital marketing?
  • Which channels should you use?
  • How many members will your campaign need?
  • Can you describe both your short and long term goals?

A digital marketing calendar can be useful to help you with the planning of your next steps and it may also help you track the milestones of your efforts and the pending actions for each campaign.

Moreover, there are many types of plans that can facilitate your digital marketing strategy, with each one having a different use:

  • Weekly and daily operational plans
  • Campaign plans
  • Annual plans
  • Long-term vision

Each plan contributes towards your ultimate goals and even if it seems time consuming to create them, the rewards may help your business stand out from its competitors.

According to Smart Insightsonly 32% of businesses create an annual plan for digital marketing, and the percentage is even smaller (10%) when counting the ones that think of a long term plan.

This may be justified by the constant changes in digital marketing, but it may still be useful to set a draft plan for the years ahead to help your business have a broader goal in mind.

How to create an effective digital marketing strategy

4. Execute 

This is the step where planning becomes action. The more detailed the plan, the higher the chances to to enjoy its execution and avoid any surprises.

When a campaign is ready to launch, the team should be ready to collaborate to complete the tasks and ensure that the goals will be met. Previous planning is always useful, but this doesn’t mean that it should be followed in every detail.

During the execution of your digital marketing strategy, there should always be room for experimentation, creativity, or even reaction if there’s a last minute change.

  • Is there a channel that doesn’t work as you expected?
  • Did you find a new opportunity that could benefit your campaign?
  • Is there any change to your set goals?
  • Do you really know your audience?

If you’re hesitating for any of the above questions, you can still adjust your digital marketing strategy during its execution, provided that all the team is flexible to proceed to the necessary changes.

5. Measure

The measurement of your digital marketing efforts can occur in every stage, from the planning and the definition of the KPIs, to the execution and the analysis of what works and what needs to be improved.

There’s no need to measure the actions that do not bring you closer to your goals, which means that you should focus on the metrics that can help you understand whether your plan is closer to be successful. This may even lead to a confusion, or a misinterpretation of what is considered as successful measurement, leading to wrong conclusions.

For example, if your initial goal is to increase the quality leads, but you eventually realise that your Facebook videos have increased your Page’s engagement, then this may bring the false assumption that you’re closer to your goal. Although this successful measurement can gradually help you increase your leads (through a series of steps), it’s not a metric that you’d initially set when seeking for new leads. Thus, you can either shift your focus on more relevant metrics, or think outside the box on how an unexpected success can bring you closer to your goal.

A clear definition of your KPIs can help you measure your digital marketing strategy and analyse what brings you closer to your goals and what needs to be improved.


How to create an effective digital marketing strategy

A digital marketing strategy can be the first step towards bigger plans for your business, provided that you invest the time and the budget on it.

In fact, by the time you understand that you need to create a digital marketing strategy, you’re already closer to your goals.

Not every business makes the effort to document a digital marketing strategy, as it may be easier to dive into its implementation and see how it goes, but it’s the initial planning that will guide you through the process, reminding you that every stage serves its own purpose.