Call tracking can help you to measure call data from your paid search campaigns, helping you to acquire information about a large chunk of your leads. You can leverage this data to drive more inbound calls to your business.

As with any digital marketing strategy, there are several key metrics to track in order to determine the success of these leads – or calls.

1. Call volume
   Tracking the sheer number of calls you receive might seem like a basic metric – but this will help you to analyse peak call periods. Additionally, you’ll be able to segment these calls from email or offline campaigns.
2. Call length
   Typically, a longer call translates to a higher quality lead. Understanding which ads generated longer calls will help you to determine which keywords, ad copy and landing pages produce the most revenue.
3. Call time and location
   Tracking call time and location can help you to properly adjust your bids and effectively leverage your Pay Per Click (PPC) budget. For example, If you only receive low quality leads in the afternoons, you’ll know to lower your bid for this time.
4. Landing page
   Tracking form leads can offer an abundance of information – however, this shouldn’t be your only metric. Attributing the success of a landing page to filled out forms could lead you to miss out on the number of conversions that result from high quality phone leads. You can also determine which landing pages are generating the highest number of calls, which result in the most conversions and which generate the highest number of leads.
5. Conversions
   In order to determine the effectiveness of your PPC ads, it’s crucial to track conversions. Determine which first-time callers eventually became customers. This data can help you to continuously improve results because you can choose to show or bid on the campaigns with the highest ROI.
6. First time callers
   In order to properly segment your leads, track which callers are reaching out for the first time. This will help you to more easily move leads through the sales funnel.

Tracking and measuring campaign data is crucial to the success of your digital marketing strategy. All of the above metrics will help you to leverage call-tracking to get the most out of your PPC budget, boost conversions and improve your bottom line.

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Ad optimization tactics will vary for every account. However, there are some general rules to keep in mind to keep your conversions up and your cost-per-lead (CPL) down.

1. Target the right keywords
   Opt for keywords that capture user intent – specifically, long-tail keywords. For example, the search term “mortgage company” has a different intent than “mortgage companies,” wherein the former would be looking to contact a specific company while the latter would likely be in search of reviews.

   Additionally, be sure to filter out keywords that drive irrelevant clicks.

2. Customize your landing pages
   A landing page acts a “pitch” for your products or services. Conversion optimization is a key element of landing page design. Ensure this page is easy to navigate and visually appealing. Stick to a clean design with plenty of white space, and use images to boost engagement. Keep your call-to-action (CTA) and forms above the fold to drive clicks, and write compelling copy that grabs the user’s attention.
3. Optimize for mobile
   With so many users on mobile, it’s crucial that your ads and landing pages be seamless across all devices. Make your ad copy short and sweet, and use bid modifiers for mobile campaigns. Use click-to-call and location extensions to attract leads, and ensure your ads are keyword-rich.
4. Tailor ad copy
   Effectively communicate about your products or services with Expanded Text Ads (ETAs). These offer a higher character limit, and it’s recommended to use all available characters. Add price extensions to boost conversions and click-through rate (CTR). Make your unique selling proposition clear, and add a countdown feature for deals and special promotions.
5. Track and measure campaign data
   Data tracking and measuring can provide you with insight into which ads are the most successful, and which require adjustments. This will help you to get the most out of your ad spend. Even more, you can track the number of conversions that resulted from a paid search campaign – allowing you to see which produced the highest ROI.

Once you’ve implemented the above tips, It’s recommended to test multiple ads per group in order to see which performs the best.

All of these tips will help you to optimize your campaigns to drive leads.

The post 5 Tips To Optimize Your PPC Campaign For Lead Generation appeared first on AdLuge.

Resolving these errors and creating a seamless sales funnel will help you to drive conversions and improve your bottom line. Tracking and measuring user data can help you to pinpoint errors in your digital marketing strategy and boost conversions.

Call-to-actions (CTAs)

An ineffective CTA will negatively impact your ability to generate leads. It’s crucial to test your CTAs to continuously improve the copy, colour and placement for better conversions.

• Placement: Ensure your CTA is easy for the user to find. Your CTA should stand alone and be placed in the logical eyeline of the user.
• Copy: The text on your CTA should be actionable and targeted to users at each stage of the sales funnel. Additionally, your offer should be relevant, compelling and clear.
• Colour: The colour of your CTA should contrast the rest of the landing page. Red and orange are popular colour choices for CTAs, however it’s important to test and see which is most effective for you.

Lead forms

Lead forms offer an opportunity to capture user information to create highly targeted offers and move prospects through the sales funnel. However, there are some common mistakes marketers make when creating lead forms:

• Improper placement: Keep your lead forms above the fold as this is where the user’s eye will nature wander.
• Too many fields: Creating a time-consuming lead form will cause users to leave your page. Avoid asking for too much personal information – stick to simply asking for an email address and name, for example.
• Poor design: Ensure that your form is in a box and stands out from the rest of the page in order to draw the attention of the user.

Content

Failing to craft highly targeted content can significantly impact lead generation. Avoid writing content focused on the features of your product or service – instead, highlight the benefits of your product or service and discuss how it will improve the life of your target audience. Most importantly, ensure that your offer is clear, compelling and relevant.

All of these efforts, however, will be ineffective if you fail to track and measure data from your digital marketing campaigns. Pinpointing errors in your campaigns can help you to continuously improve your digital marketing strategy and generate leads.

The post The Most Common Lead Generation Mistakes appeared first on AdLuge.

With drip marketing, you can reach users at every stage of the sales funnel and inch them closer towards a conversion with every new piece of correspondence you send their way.

What is drip marketing?

Drip marketing is an automated sales campaign that typically takes the form of emails or online newsletters. These are often triggered by a user’s action or during a specific time. The goal of drip marketing is to target prospects at various stages of the sales funnel with personalized information and compelling offers. Essentially, drip marketing is a powerful form of lead nurturing.

The benefits of drip marketing

Drip marketing offers several key benefits to your overall digital marketing strategy. Most importantly, however, drip marketing helps you to effectively retain customers and generate leads by segmenting and targeting users at every aspect of the sales funnel.

• Top of mind: You can keep your product or service top of mind for users with relevant emails and offers at different points throughout the sales funnel.
• Lead nurturing: With drip marketing, you can segment engaged and disengaged leads to ensure that you are targeting users with relevant offers.
• Saved resources: This process can save you time and money with recycled content and automated campaigns.

How to effectively implement drip marketing

You can use drip marketing to accomplish several objectives:

• Engagement: Target users who have expressed interest in your product or service by sharing engaging content or detailed product or service information. You can also choose to target users who have previously bought your product or service and move them back into the sales cycle.
• Competitive edge: Target customers of your competition with emails or content that highlight your product or service as the better option.
• Increased conversions: Offer current customers or leads with promotions and special offers to drive conversions.

It’s important to ensure that you are effectively segmenting users based on their actions, and creating highly personalized messages that encourage them to take an action. Test, track and measure campaign data in order to continuously improve results – and incorporate your drip marketing strategy seamlessly with the rest of your digital marketing efforts.

The benefits of drip marketing are endless. However, in order to get the most out of this digital marketing strategy, ensure to implement data tracking and measuring to pinpoint errors and continuously improve your campaigns.

The post How Drip Marketing Can Help You Retain Customers And Generate Leads appeared first on AdLuge.

The value of driving users to a particular page is that you can target each stage of the buying cycle – awareness, consideration and decision-making. Simply sending all users to the same page will hinder your ability to produce a positive ROI for your campaign.

What’s the difference between a website and a landing page?

A standard web page will have links to other pages, such as service pages, contact pages or blogs. The user is able to navigate to other areas of the website after clicking on a paid search campaign. These pages are often optimized for keywords and search terms in order to rank organically. A web page might be a home page, sales page or content page, and the user has the option to take a variety of actions.

Landing pages have a single intent and drive the user to take a specific action. Unlike a web page, the user is not able to navigate to other pages. This action might include:

• Completing a download
• Signing up for a newsletter
• Completing a purchase

Landing pages can be used to capture information about leads, or to encourage the user to click-through to another page.

Which is better for you?

This will depend on your digital marketing strategy and the goals of your campaigns. If you are directing users from a paid search or social media campaign, for example, a targeted landing page with a specific purpose will eliminate distraction and make conversion easier. Landing pages are often the most effective strategy to achieving success with your digital marketing campaigns.

Creating an effective landing page

In order to drive conversions with your landing page, there are a few tips to keep in mind.

• Design: Your landing page design should be mobile responsive, clean and simple with plenty of whitespace to limit distractions.
• Copy: Keep your copy short and sweet – and clear.
• Call-to-action (CTA): Create an eye-catching, strategically placed CTA that offers clear value to the user.

• A/B test: Test various aspects of your landing page to improve results.

All of the above tips will help you create highly effective landing pages that generate conversions and improve your bottom line. Additionally, tracking and measuring the design, copy and CTA of your landing page will help you to continuously improve your overall digital marketing strategy.

The post Should You Send Leads To A Landing Page Or A Website? appeared first on AdLuge.

Determining which metrics to use to track content engagement can provide a clear picture of the role content plays in a user’s journey through the sales funnel. Even more, tracking and measuring engagement can help you improve your content marketing strategy and achieve a positive ROI.

The role of content in your Internet marketing strategy is more important than ever – and the below information will help you track and measure the success of your content.

Time on page

Tracking average time on page will provide insight into how long a user engaged with your content. If users did not find your content engaging or helpful, you would see a high bounce rate and a low average time on page. Additionally, tracking average pages per visit will provide insight into the actions a user takes after engaging with your content – potentially leading to a conversion.

Conversions

You may get a significant amount of pageviews on a single piece of content – but this doesn’t necessarily mean users are going to convert. Tracking users who engage with your content and then go on to convert will illustrate the true value of content engagement. A conversion could be the user signing up for a newsletter, downloading a file or making a purchase. You can A/B the copy on your website, blog or landing pages to see which effectively drives the user toward a conversion.

Social engagement and comments

Tracking shares can help you to gauge your audience and provide insights into the reach of a single piece of content. Social engagement can come in the form of “Likes,” shares, comments, “Retweets” and so on. This will provide insight into which articles were the most engaging, and which social platforms to focus your efforts. However, it’s important to not focus on vanity metrics like these alone and instead focus on deeper metrics like those mentioned above.

Before tracking and measuring content engagement, it’s important to have a clear understanding of your content marketing goals – and the overall goals of your digital marketing strategy. Are you looking to improve brand awareness, drive sales or generate leads? Pinning down these goals will help you to better understand how to track and measure the success of your campaign.

Tracking and measuring content engagement, as well as all of our digital marketing efforts, will help you to consistently improve results and increase revenue.

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There are a variety of ways you can track your ROI over time to ensure that you’re increasing revenue. A digital marketing campaign encompasses content marketing, SEO, PPC and social media marketing, among other strategies – all of which will have different metrics which are indicative of ROI.

PPC

For your PPC campaigns, you can calculate your ROI by determining your return on ad spend – your revenue minus PPC cost, divided by PPC cost. In order to truly calculate your ROI, however, you’ll need to also consider overhead costs such as time and monetary investment made through marketing and sales, for example.

Content

Unlike PPC, it’s a bit more difficult to track and measure the ROI of your content marketing strategy. However, there are some general tips to keep in mind. It’s important to measure engagement by tracking time on page, and keeping track of how often a user returns to your content. Tracking the role of your content in the sales funnel, with regards to lead nurturing, and measuring how content is helping your bottom line are important methods to track your content marketing ROI.

SEO

Your SEO strategy can help you to grow organic traffic and boost conversions. Similarly to content marketing, SEO helps move your customer through the sales funnel . One way to calculate the ROI on your SEO campaign is to determine your CPA – cost per acquisition. While it can be a bit tricky to get an accurate ROI for your SEO efforts, you can measure the value of a conversion in comparison to the costs of achieving that conversion. For example, if you are attracting users through organic search results, and these users go on to convert, you can determine the value of your SEO strategy.

Social media

In order to determine your social media marketing ROI, you’ll need to set out clear goals. Social shares, likes and follower counts won’t necessarily provide an accurate picture of your ROI. Instead, focus on measurable goals, such as online purchases, completed forms and downloads, for example. When calculating your ROI, determine your time and monetary investment, and the cost of any tools required to run your social media campaign.

In order to grow your revenue, you’ll need to make strategic investments. Tracking and measuring your ROI for each of your digital marketing efforts will help you to make a seamless campaign and prevent wasting time on tactics that aren’t producing results.

The post How To Track Your ROI appeared first on AdLuge.

Thankfully, there are metrics you can track to keep an eye on which tactics are achieving results and which will need improvement. Keep in mind that in order to get accurate results, you’ll need to track and measure several metrics – not just one or two.

Keywords

Tracking keyword ranking can provide a variety of insights into your SEO strategy. You can see how your keyword ranking has changed over time and if you need to be targeting less competitive keywords.

Organic Traffic

One of the main benefits of adopting an SEO strategy is to gain organic traffic. Tracking and measuring organic traffic is one of the most important ways to ensure your SEO tactics are garnering results. It’s important to also keep in mind that organic traffic will fluctuate over time, however if the results are overall positive then your SEO efforts are successful.

Backlinks

A major aspect of your SEO strategy should be acquiring backlinks. It’s important to track and measure how many links you get for a single post or page, for example. You should also track the source to monitor the quality of each link. This can help you to enhance your link building strategy.

Bounce rate

A website with a high bounce rate could mean that you’re not attracting the right kind of users. This could mean that you need to revise your SEO strategy to target better keywords. This could also mean that users aren’t finding what they’re looking for on your website and choosing a different result in the SERP.

Conversions

Your digital marketing strategy should be working towards measurable and quantifiable goals. However, if you’re attracting traffic that isn’t converting, you’ll need to revise your SEO efforts.

Tracking the above metrics will help you to get the most out of your SEO strategy – however, these aren’t the only metrics. Traffic referrals, time on page, new and returning users, indexed pages and ROI will help you see whether or not your SEO strategy is producing results.

By tracking and measuring your SEO efforts, you’ll be able to more quickly reach your goals, increase your leads, and boost conversions.

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Ranking for keywords is achieved through a combination of SEO, PPC and content marketing strategies. Long-tail keywords, short-tail keywords, broad match keywords and negative keywords are some of a few types you can hope to rank for – and tracking these keywords can help you to boost your position in SERPs, grow leads, save money on your PPC campaign and provide user insights, among other benefits.

How do you track keywords?

There are several key areas in which you should be tracking keywords.

• Ranking: Tracking keyword ranking can help you to see which keywords are driving the most traffic so that you can create a more targeted SEO strategy.
• Competitor ranking: Understanding which keywords your competitors are ranking for will help you to create an SEO strategy and will help you to compete for those same keywords or tap into relevant alternatives. This can also help beginners looking to get their SEO strategy started by learning about competitor ranking.
• Keyword by location: Tracking your keyword ranking by location can help you to determine which geographic locations are most frequently searching for keywords related to your business. This could be especially useful for brick and mortar businesses who are hoping to rank for “near me” searches.

Data tracking and analysis can help you to track keywords and address gaps in your online marketing strategy.

What are the benefits of tracking keywords for my business?

Keyword tracking and analysis can help you to determine what your target customer is searching for online, which will help you to more effectively target your content and SEO tactics – ultimately growing your number of leads and conversions.

As well, you’ll be able to rank more highly and drive traffic to your website and landing pages. The key to making your keyword strategy successful is to target the right customers who will buy your products or services – not just any customers.

Lastly, tracking and analysing keywords can help you to create a sustainable budget around your PPC campaign by not bidding on keywords that aren’t resulting in a positive ROI.

Keyword tracking and analysis can help you to drive website traffic and boost conversions – helping you to grow your business. Keep the above information in mind when tracking keywords for your digital marketing strategy.

The post Tracked Keywords: What Are They And How Can I Use Them To Grow My Business? appeared first on AdLuge.

Digital marketers still turn to CRM to track the journey of leads through the sales funnel, and to retain current customers. However, social media platforms and search engines allow marketers to create a seamless brand experience for the customer both offline and online.

Connecting CRM with digital tracking and reporting can help you to create a thorough, highly-targeted marketing campaign, ultimately driving sales.

The benefits of CRM

The collection of customer-level information, such as demographics and preferences, for example, can help you to boost revenue through client retention. As well, customers who have a positive experience through interactions with sales staff, for example, are much more likely to make a purchase.

CRM can also help you to keep track of how your leads are progressing through the sales funnel – and digital marketing can help you to ensure your leads convert.

The benefits of tracking and reporting

Tracking and reporting is crucial to the success of your digital marketing strategy. Through data tracking and reporting you can see how users are searching for your products or services on popular search engines and which ad campaigns they engage with, for example.

As well, analysing data from your marketing efforts can help you to see which areas need improvement. For example, you might be driving traffic to your website through a paid search ad, but if these users aren’t converting, it’s a sign your ad or targeting efforts need improvement.

Connecting CRM with tracking and reporting

Using data collected through tracking and reporting, you can effectively target potential customers and ensure they are retained through your CRM efforts.

Another important benefit of connecting CRM with tracking and reporting is the ability to join data and to segment inactive customers so you can target them with relevant offers.

As well, you can prevent the loss of current customers by ensuring they are not seeing ads for products or services they have already purchased. Instead, you can target these customers with related products and services.

Joining CRM data with real-time customer behaviour and your digital marketing strategy will ensure you achieve success for your brand or business.

Data tracking and reporting can help you to grow revenue and retain customers by creating highly targeted marketing strategies based on customer behaviour and lead information. Keep the above information in mind when joining CRM with data tracking and reporting.

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