23 times more likely to outperform competitors in customer acquisition

19 times more likely to have above-average profits

2.6 times more likely to see a higher ROI

Google Ads:

• Google Pay-Per-Click (PPC) Advertising: Analyzing the performance of PPC campaigns provides valuable insights into the effectiveness of your paid advertising efforts. Agencies should keep a close eye on the following metrics:
  • Click-through rates
  • Cost per conversion
  • Cost per click
  • Lead attribution
  • Overall ROAS

Search Engine Optimization (SEO):

• Organic Search Visibility: While paid ads are an important aspect of marketing, improving organic search rankings is essential for long-term success. Monitoring keyword performance and optimizing content accordingly helps boost visibility on search engine results pages.
• Organic Website Traffic: Tracking organic website traffic provides insights into the effectiveness of your SEO strategies. Increased organic traffic typically correlates with improved search engine rankings.
• Conversion Actions: Tracking conversion actions is integral to any digital marketing strategy as it offers a valuable understanding of the effectiveness of various marketing efforts and helps businesses optimize their campaigns for maximum impact. Conversion actions represent how users act after viewing your website, such as calling your company, submitting a contact form, or signing up for a newsletter. Be sure to track clicks to call, form submissions, chat interactions, newsletter sign-ups, and content downloads.

Analyzing Content Performance and Leads:

• Content Resonance: Analyzing content performance across various channels, including social media sites, blogs, and email marketing campaigns, is essential for understanding what resonates with your audience. By examining metrics specific to each channel, such as likes, shares, comments, and engagement rates on social media sites; page views, time on page, and bounce rates on blogs; and open rates, click-through rates, and conversion rates in email marketing, you can gain valuable insights into audience preferences and behaviors. These insights tell you what content resonates, what you should do more, and what can be effectively repurposed.
• Lead Attribution: Monitoring lead attribution is crucial for data-driven marketing decisions. It involves assigning verifiable credit to specific ads, campaigns, or channels that generate leads, such as Google ads, search optimization efforts, social channels, etc. By accurately attributing leads to their campaign sources, marketers can identify which campaigns drive the most inquiries and optimize or adjust their strategies accordingly. Several lead attribution services and applications take the guesswork out of which ads are funneling callers to your agency, and they can help you make vital decisions about your campaigns. For example, if you get high-quality leads from a particular ad, you may want to increase the budget or reach for that ad. Alternatively, if you receive multiple calls from an ad, but callers think they are contacting a medical equipment company, this suggests that the ad needs adjustments.
• Lead Quality: Getting more calls and website visits is a significant step, but the quality of those leads is what counts. Monitor how many callers are reaching out due to your digital marketing content. How many of those leads are you speaking to on the phone? Also, track how many of these inquiries are converting to actual clients.
• Lead Follow-up: How well your team follows up with leads significantly impacts client acquisition. Follow the customer’s journey through Customer Relationship Management (CRM) software. How quickly is the team responding, and are they hitting the follow-up deadlines?

Adjusting Course Based on Data Insights:

The real power of consumer-driven data lies in the ability to adapt and refine strategies based on insights gained from monitoring. Care companies should be prepared to adjust their digital advertising tactics to ensure maximum effectiveness.

• Adapting Ad Copy: Analyzing consumer-driven data allows care companies to identify which ad copy resonates most with the target audience. By monitoring metrics such as click-through rates, conversion rates, and engagement levels, companies can determine which messaging is most effective and refine ad copy accordingly. This might involve testing different headlines, calls-to-action, or value propositions to optimize performance.
• Reallocating Budget: Data should be used to reallocate advertising budget to channels generating the highest return on investment (ROI). For example, if advertising on Google drives significantly more conversions than social media ads, reallocating the budget from social media to Google Ads can maximize overall effectiveness and ROI.
• Testing and Experimentation: Consumer-driven data empowers care companies to conduct A/B testing and experimentation to optimize digital advertising strategies. By testing different ad formats, creative elements, targeting options, and campaign settings, care companies can identify which variables impact performance most and make data-driven decisions to refine their strategies accordingly. This iterative approach to testing and experimentation allows care companies to continually optimize their digital advertising efforts and stay ahead of the competition.