As B2B buyers evolve, so does their buying process. Learn how B2B marketers can evaluate and refresh their strategies to meet changing needs.
How is your latest campaign doing?
Are you driving traffic to your site? Are you increasing conversions? Are your social shares increasing your presence on the web? If proper metrics aren’t established in advance, you won’t be able to answer these questions. Numbers are needed to gauge success but know that numbers alone aren’t going to tell you everything.
Establish a baseline for the metrics you’re looking to measure and interpret the analytics that represent the various elements of your campaign. There a lot of elements that can be measured—but how do you know which metrics are most important to track for your business?
Review important metric considerations for ad campaigns below:
How are you being found on the web? If you’re mindlessly putting ads out into the universe in hope of gaining clicks—chances are, you're spending too much time and effort in places that aren't driving your bottom line. Regardless of the industry—knowing how consumers are finding you will enable you to optimize your outreach and focus on the channels that are actually driving traffic.
Programmatic technology was created for this very reason; robots track consumer behavior and learn where your traffic is coming from. Basically, it allows you to monitor performance easily so you can see which channels are most productive for your messages.
Are people leaving as soon as they arrive on your site? If so, that’s probably costing customers. Your bounce rate is indicative of the percentage of people who navigate away from your site after they look at the first page on which they land. There are many things that can cause your bounce rate to hit alarming figures but knowing what's causing people to leave will give you the power to remedy the situation.
The following are a few common reasons companies experience high bounce rates:
This metric tells you how many people have actually clicked on your ads, versus the number of people it was put in front of. In an ideal world, you’re putting ads directly in front of the consumers who are most likely to be interested in your products or services. A low CTR may indicate that you're bidding on the wrong keywords, or that your messages are in the wrong places.
Page value tells you where you’re making money in terms of transactions. For example, are people purchasing your products from the homepage or via individual pages? Knowing which pages are most valuable to consumers will help engage your audiences in more meaningful ways.