Post by sumiseo558899 on Nov 9, 2024 23:40:42 GMT -5
What metrics to track
In less than a year of working in contextual advertising, I have had about 30 clients. The sad thing is that 10% do not have an analytics system set up at all (neither Yandex.Metrica nor Google Analytics). 40% do not have goals set up or have them set up incorrectly, and I won't even mention call tracking (tracking and analytics of calls)!
I want to ask: “Guys, why do you need advertising at all?”
I have some statistics on this question.
97% want to get more sales, leads,
content writing service calls, applications. How?! How do you track this? By feel? From the series: "Well, it seems to me that there were not enough calls today"? And only 1 client said that the goal of contextual advertising is to close the hole from SEO,just to flicker on the first page in the search.
But almost everyone complains that the click price is not satisfactory, the CTR is low, the depth of views and time on the site are not right. Why? Tell me, why do you need these indicators? What do you do with them? Without configured analytics, they basically can’t say anything.
What is better: 500 clicks for a ruble, or 10 clicks for 50 rubles, if in the first case 2 leads are received, and in the second 3?
What is better: when a visitor goes through 19 pages, doesn’t find the information and leaves, or when a visitor immediately gets to the right page, finds the information and calls?
What is better: a user who opened a tab, his friends called him and he spent half an hour moving the mouse around the screen, talking to them, and then closed it, or a user who looks at the necessary information for 1 minute and then leaves his contacts?
In all cases, the first option will have excellent indicators for analytics systems, but is it worth focusing on them and especially putting them above the second options? I will not even answer and chew the correct answer, because if you are friends with logic, then you know it.
What metrics to track
Leads (calls and requests), their total number. You should be satisfied with this value in terms of time (day / week / month).
Lead price. This value, as a rule, should be several times less than the profit you receive from selling the product. How much less it should be – determine it yourself.
That's it. You don't need anything else to start. You need to first achieve the desired indicators for the first two points. Only then can you move on to the following indicators:
Conversion rate (ratio of applications to visitors). The higher it is, the cheaper the application. It depends on many factors - USP (unique selling proposition), traffic quality, the site itself, design, etc.
Bounce rate (the percentage of visitors who immediately leave the site). The lower it is, the more targeted the audience is visiting the site, which means there are more chances that the user will become a lead. There are some subtleties here. For example, landing pages usually have a higher bounce rate than the site. Therefore, you don’t always need to pay attention to it either.
And there are also very useful ROI and LTV, which I deliberately kept silent about. Because those who know about them do not need this article. And those who do not know - first you need to set everything up according to the scheme above.
ROI (Return on Investment) – an indicator of the return on investment or the return on investment coefficient, i.e. you can see how much money was returned for each ruble spent. It is calculated as the ratio of the amount of profit minus expenses to the total advertising costs.
The higher this figure, the better. If it is greater than one (100%), then your investment is already paying off.
LTV (Lifetime Value) – total profit from a customer over the entire period. The indicator is more applicable to inexpensive online stores with short and cyclical sales.
For example, stores with children's goods, toys, diapers, spare parts stores, and so on can attract a client/lead "in the minus" precisely due to repeat purchases.
Yes, of course, both time on site and viewing depth play a role in assessing traffic, but these are secondary indicators that should only be used in complex analytics, and not relied on only.
The notorious CTR should also be taken into account, but again, it is only a click-through rate that shows how interesting the ad is to the target audience. It is more necessary for performers (the person/agency running the advertising campaign), rather than advertisers (those who order the ad).
Yes, it affects the cost per click, and at the same time there are other factors that affect it. For example, the quality indicator. Each advertising system calculates it in its own way, in Google AdWords even the content on the site affects it. This means that you won’t achieve much by increasing the CTR alone.
All this suggests that individual metrics, taken separately, will not tell you anything. They need to be looked at in combination with others. The truly important indicators are the number of leads/sales and their cost.
In less than a year of working in contextual advertising, I have had about 30 clients. The sad thing is that 10% do not have an analytics system set up at all (neither Yandex.Metrica nor Google Analytics). 40% do not have goals set up or have them set up incorrectly, and I won't even mention call tracking (tracking and analytics of calls)!
I want to ask: “Guys, why do you need advertising at all?”
I have some statistics on this question.
97% want to get more sales, leads,
content writing service calls, applications. How?! How do you track this? By feel? From the series: "Well, it seems to me that there were not enough calls today"? And only 1 client said that the goal of contextual advertising is to close the hole from SEO,just to flicker on the first page in the search.
But almost everyone complains that the click price is not satisfactory, the CTR is low, the depth of views and time on the site are not right. Why? Tell me, why do you need these indicators? What do you do with them? Without configured analytics, they basically can’t say anything.
What is better: 500 clicks for a ruble, or 10 clicks for 50 rubles, if in the first case 2 leads are received, and in the second 3?
What is better: when a visitor goes through 19 pages, doesn’t find the information and leaves, or when a visitor immediately gets to the right page, finds the information and calls?
What is better: a user who opened a tab, his friends called him and he spent half an hour moving the mouse around the screen, talking to them, and then closed it, or a user who looks at the necessary information for 1 minute and then leaves his contacts?
In all cases, the first option will have excellent indicators for analytics systems, but is it worth focusing on them and especially putting them above the second options? I will not even answer and chew the correct answer, because if you are friends with logic, then you know it.
What metrics to track
Leads (calls and requests), their total number. You should be satisfied with this value in terms of time (day / week / month).
Lead price. This value, as a rule, should be several times less than the profit you receive from selling the product. How much less it should be – determine it yourself.
That's it. You don't need anything else to start. You need to first achieve the desired indicators for the first two points. Only then can you move on to the following indicators:
Conversion rate (ratio of applications to visitors). The higher it is, the cheaper the application. It depends on many factors - USP (unique selling proposition), traffic quality, the site itself, design, etc.
Bounce rate (the percentage of visitors who immediately leave the site). The lower it is, the more targeted the audience is visiting the site, which means there are more chances that the user will become a lead. There are some subtleties here. For example, landing pages usually have a higher bounce rate than the site. Therefore, you don’t always need to pay attention to it either.
And there are also very useful ROI and LTV, which I deliberately kept silent about. Because those who know about them do not need this article. And those who do not know - first you need to set everything up according to the scheme above.
ROI (Return on Investment) – an indicator of the return on investment or the return on investment coefficient, i.e. you can see how much money was returned for each ruble spent. It is calculated as the ratio of the amount of profit minus expenses to the total advertising costs.
The higher this figure, the better. If it is greater than one (100%), then your investment is already paying off.
LTV (Lifetime Value) – total profit from a customer over the entire period. The indicator is more applicable to inexpensive online stores with short and cyclical sales.
For example, stores with children's goods, toys, diapers, spare parts stores, and so on can attract a client/lead "in the minus" precisely due to repeat purchases.
Yes, of course, both time on site and viewing depth play a role in assessing traffic, but these are secondary indicators that should only be used in complex analytics, and not relied on only.
The notorious CTR should also be taken into account, but again, it is only a click-through rate that shows how interesting the ad is to the target audience. It is more necessary for performers (the person/agency running the advertising campaign), rather than advertisers (those who order the ad).
Yes, it affects the cost per click, and at the same time there are other factors that affect it. For example, the quality indicator. Each advertising system calculates it in its own way, in Google AdWords even the content on the site affects it. This means that you won’t achieve much by increasing the CTR alone.
All this suggests that individual metrics, taken separately, will not tell you anything. They need to be looked at in combination with others. The truly important indicators are the number of leads/sales and their cost.