Using Google Analytics for Successful Performance Marketing
In the Digital Age, isolated marketing efforts on several platforms are insufficient. Digital marketing campaigns need to be integrated seamlessly for users to navigate. According to Google, marketing leaders are 1.5X as likely as mainstream marketers to have an integrated marketing and advertising technology stack. So, how can you manage and use integrated marketing strategies to your benefit? One popular, but complex, solution is Google Analytics.
What Google Analytics does is that it provides you an integrated overview of all your marketing campaigns across all platforms. It allows you to track the source of your traffic and map complex customer journeys so that you can accordingly optimize your marketing spend in order to maximise your ROIs.
📌 Why is Google Analytics Important for Boosting ROIs?
Google Analytics helps you to observe and track what is working for you in your digital marketing efforts and therefore, improves your efficiency of your marketing spend. You can optimize your budget spending with close monitoring of your different campaigns and channels in order to maximise the return on marketing spend and to accelerate positive revenue growth.
For instance, Watchfinder achieved 1300% ROI using precision remarketing with Google Analytics in 6 months. After getting an overview of the performance of all their platforms and the traffic they were receiving, the luxury watch retailer was able to segment its target audience into groups and target them differently according to the funnel stage they were at, allowing their marketing efforts to increase Average Order Value (AOV) by 13% and to boost their returns.
Therefore, if Google Analytics is used effectively, it can play a big role in meeting all your KPIs, justifying your marketing spend.
📌 Simple Breakdown of How To Use Google Analytics
Although Google Analytics can be considered quite complex, we have tried to break down its functions into 3 main pillars to get you started on your performance marketing journey:
1. Setting Goals
It is important to know what your organization’s key goals and visions are while launching your digital marketing campaigns. These overarching goals can be further categorized into subgoals that can be set on Google Analytics for tracking how well your campaigns are able to meet them. This can be done using the Admin panel by selecting ‘New Goal’.
Your goals can be set with the following dimensions: Destination (where you are driving your traffic to), Duration (how long the users need to spend on a certain page for it be considered a conversion), Pages per Session (what number of pages a user needs to visit in order to consider it a conversion) or Event (when the user does some action you want them to). After setting up the goals relevant for your campaigns, you can begin to track them!
2. Tracking Your Campaigns
After setting up your goals, going forward, it would then become important to tag all your URLs used in CTAs in order to determine where your traffic to your destination is coming from. This can be done using the URL Builder.
We can then generate reports to see the performance of your paid ads as well as organic efforts across all consumer touch points. With Google Analytics, you can generate the following reports:
All Traffic Report: Overview of the performance of all channels in driving traffic to your desired destination and the attribution of the various touchpoints
Channel-Specific Reports: Trends across time to see what worked and what did not work in a specific channel
Landing Page Reports: Top landing pages which were most popular for each of the channels in order to understand more about the behavior and preferences of your audience
These reports, and more, can be used to monitor your campaigns in order to optimize your digital marketing efforts.
Constant monitoring and tracking of your campaigns will help you to be more effective in the allocation of your marketing budget as well as in understanding the type of content that appeals to your target audiences.
Here are 5 ways you can use Google Analytics to optimize your Performance Marketing campaigns in order accelerate revenue growth:
Keywords research and optimization can be used to spot which keywords you should bid for as well as use in your content marketing and SEO efforts.
Observation of the bounce rate can help you diagnose why users are not staying on your website. This could include even simple reasons like slow loading of the web pages.
Mapping of your audience’s customer journey by using ‘First Attribution’, ‘Last Attribution’, ‘Behavior Flow’ and ‘User Flow’ functions. This can help to determine which channels do customers use and at what stage of the funnel in order to customize your marketing efforts.
Optimizing pages that attract most attention as well as identifying your best content to see what your audience likes and dislikes.
When you have mastered the variety of functions, you can also consider getting Google Analytics 360 for more advanced-level analytics to further increase the effectiveness of your digital marketing campaigns.
📌 How You Can Begin Your Performance Marketing Journey
𝘚𝘵𝘪𝘭𝘭 𝘤𝘰𝘯𝘧𝘶𝘴𝘦𝘥 𝘢𝘣𝘰𝘶𝘵 𝘵𝘩𝘦 𝘷𝘢𝘴𝘵 𝘸𝘰𝘳𝘭𝘥 𝘰𝘧 𝘎𝘰𝘰𝘨𝘭𝘦 𝘈𝘯𝘢𝘭𝘺𝘵𝘪𝘤𝘴?
Fret not, we got you covered.
Google Analytics is an evolving platform that can be used for very advanced analytics and optimization functions. The complexities are sometimes hard to navigate. VKT’s Performance Marketing experts aim to provide 360° Performance-Driven Solutions to our clients, backed up with our extensive B2B & B2C experience across Asia Pacific. VKT is a Google Certified Partner led by our founder, Vivien Koh, who is a Xoogler and 20 year sales and marketing veteran in the tech industry.
Join us for a virtual coffee chat to learn more about how you can leverage our expertise to begin your transformative performance marketing journey:
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