How to get the most of your AdWords campaigns thanks to Web Analytics? – Digital First 2015

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Recently, Universem gave a conference at Digital First 2015, the largest Digital Marketing & Digital Transformation fair in Belgium. We wanted to highlight the importance of Web Analytics & measurement to optimize AdWords campaigns. In this post and slideshare, we cover our journey to become a black belt Web Analytics user to increase the ROI of your online marketing campaigns.

Improving your AdWords start by measuring

If you don’t measure, you can’t improve. Simple but important statement. It starts by setting up your favorite Web Analytics solution (like Google Analytics) and defining how much you can pay for a new customer. Working on decreasing bounce rate or cost per click (CPC) is nice and is the basic to increase the quality & quantity of your traffic generated by your campaigns. But at the end what you want is generating more value for your company. So to start, you can define your CPA (Cost Per Acquisition) in function of your business. If we take the example of a Solar Panel installator company (Lead generation website), we have the 3 steps to define the CPA:

  1. An average solar panel installation is 20.000€
  2. The margin dedicated for the marketing is 10% so the company can spend up to 2.000€ for a new customer
  3. Thanks to historical data, they know that one lead out of 20 twenty will lead to a contract (represents the Offline Conversion rate). It means that the company can pay up to 100€ for a new contact on their website.

With this value that you include in your web analytics solution (see below slide 14), you can improve your campaigns based on the value generated. A KPI easy to understand and the only one to take into account for the optimizations. At Universem, we developed a CPA Toolbox to help you define how much you can pay for a new lead/customer and it’s available for free on https://toolbox.universem.be.

From Web Analytics to Customer Analytics to match the customer journey

In the last 2 years, the Web Analytics solutions have changed a lot to go from a session-based to a customer-based analytics. It was necessary with the mobile revolution. People are switching from one device to another and without following the users over them, you would see multiple sessions for the same user as seen in the scheme below:

Customer Analytics

When you implement Customer Analytics, you are able to follow your users over time and understand deeply their behaviours to have great insights on their customer journey. Cohort analysis is a powerful solution to better understand your users and the trends over time. We developped this topic in our previous article on the benefits to use Customer Analytics for a project of Marketing Automation.

You can find our presentation on the Slideshare below:

Universem is your ideal partner to boost your Digital Marketing. Feel free to reach out our Web Analytics and Online Advertising specialists for your project!