Dealing with the metrics of internet advertising

Making good use of data is the only way to successfully run a digital marketing campaign, especially if it is going to rely on multichannel approach to promotion rather than targeting a single platform specifically.

The problem that many businesses face is not that there is too little data to analyse, but too much. And making it work for your firm rather than becoming an overwhelming is a big challenge.


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Running a PPC campaign in AdWords is helpful in this respect since the metrics are well defined and there are analytical tools offered to make them meaningful.

However, AdWords is in a perpetual state of flux, with regular updates altering the face of the platform and changing consumer trends also exerting a great degree of influence over its evolution, especially in the mobile era.

Because of this it is sensible for smaller organisations to get in touch with a consultant, such as Bristol web design and digital agency  they work to get a greater grasp of what metrics represent and how they can be interpreted.

Dealing with the disparate

Today, businesses must recognise that they are not only competing for visibility with a single PPC campaign or social media post, but that these digital marketing metrics of clicks and engagements can and must be seen as intertwined.

Because a modern marketing push will have several facets and harness multiple platforms, gauging how it might be received and what impact it will have could be tricky. But one great way to pull together a coherent, cohesive narrative thread to help drive a campaign forwards is to look at the keywords which potential customers are already using to talk about your products, services and overall branding.

This is just as important if you are looking to change the perception of your brand as if you are attempting to reinforce it in its current state. Of course some studies suggest that brands are on a downward spiral as a direct result of the digital age and social media, although there are equally relevant examples of companies that have capitalised on these trends rather than suffered under them.

Keeping up with conversions

When looking at PPC alone it is simple to get solid data on conversion rates and work out whether you are hitting your target audience or have crafted a particularly effective landing page. But as soon as other platforms become involved, this is a lot trickier to wrangle.

Thankfully marketers have managed to develop techniques that help to track conversations and brand mentions on social media and elsewhere which indicate the likelihood of a particular person subsequently making a purchase.

The best way to manage metrics in digital marketing today is to prepare thoroughly and have a clear set of goals before you begin a campaign, rather than waiting for the information to flood in and only then trying to figure out what you are actually able to make of it.