Projects

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.

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.

Worked with this ecommerce client who was spending $25-40k each month on paid search and losing money every month. They were finally fed up with their old agency and reached out to us for a lifeline with the simple goal of achieving 300% ROAS across all campaigns. We put together a deep-dive audit and quickly went to work at cutting out wasted spend across irrelevant keywords, underperforming devices, and irrelevant demographics. We completely restructured the ad accounts, which have provided consistently stellar results.

Absolute TinyUrl 1 year ago

With the Absolute TinyUrl extension you can market your content with customer friendly URLs.

By installing this extension on your Magento2 website you can take complete control over how you market the web addresses of your content. For any page in your website you can create a completely custom, SEO friendly, alternate web address to redirect your customers to the same content.

With this extension your Magento web addresses can still be long and descriptive to capitalise on search engine terms, but with the benefit of a much shorter and memorable version for your customers and marketing materials.

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