A well-planned advertising campaign – whether through paid search like AdWords, social media, or even content marketing – can bring in a lot of traffic to your site, hopefully leading to more sales and more profits. But how do you know your advertising campaign is working as it should be?
In this post, we’ll take an in-depth look at how to use some of the features of Google Analytics to find out just how much benefit your advertising campaign is bringing you.
If you are running your advertising campaign through Google Adwords, tracking will be easy. The first step is to link your Google Adwords account to your Analytics account. You can do this from within the Reporting tab of your Adwords account, by clicking the option to activate Analytics.
Once your accounts are linked, you can view reports of the traffic driven by your ads in the Reporting tab of your Analytics dashboard. This should reassure you that your ads are in fact driving traffic to your site. Check out the Traffic Sources tab to compare how much traffic comes from ads compared to organic search traffic driven by SEO.
However, you can do much better than just tracking how many people the ads are directing to your site: click on the Visitors Flow option within Google Analytics to see how those visitors move through your site. Are people tempted to browse your products and find their way to the checkout? Or are they leaving the site after just a few seconds?
If the latter, you have work to do! If your ads are attracting traffic, but your site is failing to keep visitors engaged, it is time for to work on conversion optimization. What could you do to engage customers as soon as they reach your landing pages? How could you make the checkout process quicker and easier?
As well as measuring the effects of your advertising campaign, you also need to consider how much the ads are costing you to run. Check the box Apply Cost Data to compare the cost of your campaign to the resulting increase in sales. Remember: a spike in traffic is not the ultimate aim of an advertising campaign; a healthy ROI is.
If you are using an advertising platform other than Google Adwords to manage your campaign, you can still track its performance using Analytics. Use the Google URL Builder to create custom URLs for your banner adverts, so you can track which banners drive most traffic to your site.
Information about which ads are clicked on is interesting, not just for your advertising campaign, but for your approach to online marketing as a whole. If ads displaying certain bouquets attract a lot of traffic to your site, but fail to make sales of those products, is that because those bouquets are difficult to find on your site, or because the price puts customers off? Armed with information about the performance of your advertising campaign, you can begin to address these questions.
Getting information from Google Analytics is the first step on the way to improving not only your advertising campaign, but the performance of your retail florist business as a whole.