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”.

Bella Maria's 5 years ago

A new fashion accessories site with 8000 loaded products, (not all enabled) based on Magento 2. This site complements the popular brick retail store. I've implemented some synchronization with POS, using custom PHP/MySQL and have integrated 3d party extensions.

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

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