How To Define The Success of a Campaign
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Transcript of How To Define The Success of a Campaign
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HOW TO DEFINE THESUCCESS OF A CAMPAIGN
T H E MOS T I M P O R T AN T P A R T O F AN YMAR K E T I N G C AMP A I G N I S S U C C E S S
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HOW TO DEFINE SUCCESSFOR A CAMPAIGN
How you def ine success depends on yourcustomers ’ buy ing journey s tage . A phone ca l lo r contact form are the most common forms ofcampa ign goa ls , but you ’ re not l im i ted to jus t
those two . A goa l can represent any metr icthat i s re levant to the s tage of the buyer ’ s
journey .
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Awareness
The goal of awareness is to get as many relevant users to seeyour campaign message as possible . This is great forbranding or cultivating the early stages of the buying cyclewhen people are researching answers to their questions .
IMPRESSIONSVIEWSREACHDOWNLOADS
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Metrics to consider are :
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ConsiderationWith consideration , campaign interactions are a focus onquality over quantity . The target user is further along in thebuying process to the point where they have defined theanswer to their question and are now pursuing a possiblesolution . In order to ensure quality traff ic , your campaignmessage must present viable answers .
CLICKSBOUNCE RATEPAGES PER SESSIONAVERAGE SESSION DURATIONVIDEO EVENTS
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Metrics to consider are :
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Decision
Conversions are the transactional part of thecampaign . The goals are now to get the user to pickup the phone for f i l l out a contact form to enter yoursales process .
CONVERSIONSCONVERSION RATECOST PER CONVERSIONROI
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Metrics to consider are :
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MEASURING THERESULTS
To t rack the success of a campa ign, Goog leAna lyt ics i s one of the best , f ree too l s to use .
Wi th Ana lyt ics , i t ’ s poss ib le to setup eventsand goa ls to he lp you measure success .
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EVENTS VS GOALS
There are two ways to def ine webs i tein teract ions in Goog le Ana lyt ics : events and
goa ls . Both have the i r advantages andd isadvantages , so i t ’ s impor tant to choose the
r ight method for the job .
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EVENTS
Events are scalable and great for actions that cover a wide range ofpossibil it ies or are short-term pieces to the campaign . Some examplesare : downloading a PDF , watching a video , or clicking on a button .
While you can create an unlimited amount of events , i t ’s diff icult toassociate events and campaigns within Google Analytics . A lot of thereporting for events has to be done manually or setup as a customreport .
I f there are certain events that aren ’t short-term additions to thecampaign or i f the events are few in numbers , then those events canbe also defined as a goal for the website .
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GOALS
Goals are much easier to associate with a campaign , and are easier tocreate reports around .
Goals are setup in the admin portion of Google Analytics and canrepresent when the user visits a certain page or series of pages , stayedon the website for a certain duration , visits a certain number of pagesper session or tr iggered an event . Keep in mind that Google Analyticsl imits you to 20 goals per analytics view , so i t ’s good practice to onlycreate goals for long-term additions .
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SEGMENTING DIFFERENTCAMPAIGNS
To make sure your budget is being spent wisely, i t ’s important to track mult ip lecampaigns indiv idual ly . Segment ing campaigns to specif ic landing pages is theeasiest way. If that ’s not an opt ion, customized URLs tag users with campaign-
specif ic informat ion when they vis i t your website, which is passed to GoogleAnalyt ics . Google offers a tool to help you set those up to include with your ads.
It ’s great to just say a campaign is successful , but i t ’s a lways best to be able toprove i t to yourself and anyone else that you’ l l be report ing to. Def in ing and
report ing on the campaign goals puts you in a posit ion where you can make betterdecis ions on how to run that campaign, and thus, work to make your market ing
efforts as successful as poss ible.
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