It can sometimes feel as though you don’t have the complete picture on your website. You’ve got a place where you canlist the products or services available to purchase from your company, but how best can you drive traffic to the site to convert to sales? Advertising comes in many ways and means both online and offline: PPC ads, rankings in the natural search results, affiliates, magazines, TV and more.
Figuring out which techniques work well for you is an essential part of your marketing strategy; after all, you wouldn’t want to pay out excess costs for no reason! There are a number of tools that you can use to help discover how exactly your visitors are landing on your site, and which routes actually convert into sales.
Google Adwords is a tool that PPC marketers need on a day-to-day basis. It helps them to understand which keywords are strong, and how much they can expect to pay for each click (CPC). But it doesn’t just show you graphs about your performance, it also has a number of tools which can come in handy. Take the keyword tool for example; you can type in the URL of your website and see which keywords are closely tied to your sector and products. It’ll also show you the competition and approximate monthly searches, helping you to decide whether that keyword will work effectively on your budget.
On the other hand, Google Analytics can open your eyes to the visitors actually accessing your site. If you need statistics on new visits, the total number of visitors, the time they spent on the site and the traffic source that got them there, this is certainly a tool to discover. It’ll even show you popular keywords that were used to get from the search results to your site. You can also set various goals on Google Analytics to track your progress. One goal might be when people reach the checkout page, and another might be for when people sign up for email communication.
Tracking Clicks To Calls
Some products, such as AdInsight Clarity, allow you to add to the great conclusions of Google Adwords and Google Analytics by tracking clicks to calls. This product in particular allows you to track exactly what each visitor is doing on your website; and importantly, when they pick up the phone to call you. In fact, you can also see what they’re doing when they’re on the phone to you, and what they do after the call too. Another benefit is that you can report on every single keyword that gets customers to pick up the phone, which is worthwhile knowledge for your future marketing spend!