This blog post will teach you how to allocate your marketing budget using the reports in Google Analytics. You'll learn how to setup campaign tracking and identify your best traffic sources. By the end you should know how to spend your marketing budget wisely.

With a limited budget we needed to work out how to better allocate our marketing spend. We needed the biggest bang for our buck. We built an app for Google Analytics to upload our cost data from all our channels automatically. This allowed us to compare the cost and performance of all our marketing channels alongside each other.

Exchange A Blade came to us because they needed a team to manage their PPC account. Their business goals were to increase awareness of their service, get more customers signed up to their newsletter, promote local dealers and help customers find vendors.

We identified who their customers were, the keywords they used and the web resources they spent their time on. Goal completions have steadily increased from Feb 2017 to Sept 2017 by 116%. The cost per lead has dropped by 54%.

Google Analytics segments customers by their origin. We used this data to adjust our marketing campaigns and move our budget to the best performing sources of paid traffic.

  • We believed that before making a purchase our customers visited more than once via different channels.
  • We believed that optimizing the channels that drive Last Click conversions was a mistake. We thought that optimizing the channels earlier in the purchase funnel would have a bigger impact on conversion rate.

We used the Multi-Channel Funnels reports to work out how our Channels (i.e. Organic Search, Referral, Email) worked together. How much time passed between a customer’s first interaction and the purchase and how much revenue ($) assisting Channels make.

We assumed that customers probably use brand terms to search for our business on a search engine. The likelihood is your business probably appears near the top of the organic search results.

If your business appears in the organic results you may decide you don’t want to bid for your brand terms.

Before you make that decision, there are some important things to consider.

  1. Generally Brand terms have a better click through rate.
  2. They probably rank higher and you'll pay less for your own brand name.
  3. By bidding you can control the messaging you want customers to see.
  4. You can choose the landing page instead of relying on the search engine.
  5. You can use site links to navigate customers to the most valuable pages of the site.
  6. You can show off seller ratings and highlight good reviews.
  7. Brand targeted ads are also a great place to test your messaging for other channels.

If you have decided you still don’t want to pay for clicks on your brand terms consider these problems.

"your competition can still bid whilst potentially paying less to do so" and “It might cost you more if you don’t bid on your brand terms”.

Using our attribution model it was obvious that retargeting played a key role in the consumer's journey to purchase. We were successful getting customers signed up for the free trial but we needed to convert them in to subscription paying members.

Normally we drive visitors to the site using Facebook ads and Google Search. We were using a number of optimization tools including hotjar and Unbounce to optimize the landing pages for conversions but found customers quickly stopped using the tool after they signed up.

We used Facebook Messenger ads to bring clickers right into a conversation about what is working and not working for them.

Merlin’s marketing team was struggling to optimize their marketing budget because they couldn’t add effective campaign tracking to their payment window. They also needed the freedom to add and remove marketing tags efficiently without using web development time.

I provided technical consultancy, project management and developed the code to host the Google Tag Manager snippet on an external .js file.

The implementation of Google Tag Manager had an immediate impact on the marketing performance as the team were able to clearly identify the top performing sources of traffic and reallocate the budget accordingly.

“Mike King provided training on the Google Tag Manager (GTM) product which was of a very high quality and also provided consultancy that allowed us to plan a move from our legacy method of site metrics to GTM. He then was involved in the implementation of one of our larger and most complex brands to GTM and has provided ongoing consultancy which made this complicated project a pleasure to work on. As a result I would thoroughly recommend both Search Star and Mike King.” Michael Chang, Ecommerce Development Analyst, Merlin Entertainments

A UK based agency that builds Magento platforms for their clients had been handling the paid search ads in-house. Whilst they were conscious there was plenty of potential they didn't have the knowledge or time to invest in growing it.

Our goal was to reduce the Ad Cost over Sale and then increase spend whilst maintaining a positive ACoS. In order to achieve these goals we rebuilt the entire account, putting into place a granular structure. To do this effectively we took the time to meet the team and ensure that we understood as much about the business as possible, what they hoped to get from their ad spend, and exactly who their target audience was.

Taking the time at the start to work closely with client allowed us to create a structure that maximised quality scores as well as efficiently optimise bids based on which search terms are converting.

As a result of the new structure, we reduced the ACoS from 33% to 11% and as a consequence we were able to increase the budget and raise the number of sales generated by 223%