6 Advertising Tips for Closing the Gap between Visits and Clicks
If you are running a Marketing Campaign, it is certain that you will at some point come across discrepancies between clicks received via the Ads and visits that a reported for the same Ads. There are several factors that result in these discrepancies and this article will help you understand and overcome some of these discrepancies.
Tip 1: Identify the Scope
Identifying the scope of the problem is the first step in tackling discrepancies between number of clicks and number of visits. You need to know if it is just a local problem with your campaigns or not, how long this issue has been going on and what were your standard discrepancies from previous campaigns. By answering all these questions, you and your campaign team will be able to concentrate on relevant factors that will help eliminate these discrepancies.
Tip 2: Ensure that Campaign Ads and Landing Pages are set Correctly
There are no technical skills needed to identify whether there is a technical problem causing the discrepancies or not. You only have to click on your ads and carefully look at the Landing Pages URL, and ensure they are correctly linked to your analytics tools. Incorrect linking will definitely lead to discrepancies between visits and clicks.
Tip 3: Install Tag Assistant by the Google Chrome
After you have a clear view of the scope of discrepancies and your URL, it’s time to ensure that your analytics are correctly implemented on the landing pages. Incorrect implementation of landing pages is the common reason for discrepancies. Use Tag assistant by Chrome to check the correctness of the implementation.
Tip 4: Understand Analytics and The Publisher Data
This will help you know whether you are really experiencing discrepancies or analyzing data incorrectly. For instance, if you Ad accounts are linked to multiple analytics properties, the number of clicks imported from linked Ads accounts will include all clicks, which is never the case.
Tip 5: Accept that Data Discrepancies are a Common Problem in Marketing Campaign
There are some data discrepancies that you can never get rid of even if you try. You may only know their cause but eradicating them is very hard. When it comes to this point, accepting the discrepancies is the easy way out.
Tip 6: Find a suitable Metric that you will work with
Page visit is not the best metric to work with if you want to tackle discrepancies in your marketing campaign. In fact, none of the metric in Google Analytics works perfectly; you have to develop your own metric that will work perfectly for you marketing campaign. Find a suitable way to calculate number of time visitors visited your website directly from the Ads.
Remember, not all discrepancies can be handled; you only need to learn how to eliminate those that you can completely eliminate and try to live with those that you can’t change.
6 Most Common Digital Marketing Mistakes
The importance of digital marketing for today’s businesses cannot be overstated. In fact, a digital marketing strategy can make or break a business. Succeeding in digital marketing means getting it right on certain factors. A digital marketer should have an impeccable understanding of his or her brand, a deep understanding of the brand’s marketing history and awareness of what the customer needs. Unfortunately, newbie entrepreneurs make certain mistakes that limit the early growth of a business. Below, some of these mistakes are elucidated.
Failing to Understand the Consumer
The consumer is the most important person to a business. That, therefore, means that failing to understand the tastes and traits of the customer can be suicidal. To succeed, a business not only needs to focus on the needs of existing and potential customers, it is necessary to have a long view of their prospects. An entrepreneur needs to have detailed information about the consumer, how they spend their time and the kind of services they will need in the near future. That is the surest way to make the marketing successful.
Failure to Plan Adequately
Failing to plan is equivalent to planning to fail. For any marketer, not having clear goals and a distinct plan to achieve them is a direct path to failure. Unlike the common belief that planning is a grueling task in a room filled with decision makers, planning is simply analyzing your current status-strengths, weaknesses, needs and goals. From that, you will spend every single coin in the marketing budget on the right thing.
Of course, it is impractical to do it all at the start. Progressive, small and concerted effort is what has made the best out of big businesses of today. It is imperative that entrepreneurs focus on the prospects that their services or products fit in well. On top of that, add measurable goals used by some top players in the industry. From these meaningful short-term results, long-term goals can be made.
Having Unrealistic Expectations
Digital marketing is not a sprint, but a long race. Achieving instantaneous results is impossible, not unless your first post goes viral. Otherwise, you will have to make constant adjustment to your digital marketing campaigns until you achieve a steady stream of customers. Although some marketing strategies like social media marketing tend to have shorter turnaround times, others like search engine optimization (SEO) can stretch up to six months to show meaningful results.
Failure to Budget Properly
Marketing is a businesses’ bloodline. Failing to allocate enough money for marketing can bring the entire business to its knees. You need to have a healthy amount of talent to achieve your goals. If you do not have enough in-house talent, be sure to outsource from other companies.
Marketing on Too Many Social Media Networks
Although it might feel like the right thing to do, all that focusing on too many social media networks does is weaken the entire marketing campaign. Instead of marketing on every single social media platform, keep your social media on a few platforms that are easy to manage hence feeding your target audience with information on constant basis.
To finish, other digital mistakes that an entrepreneur should avoid include ignoring mobile phone friendly strategies, not supporting online marketing with offline marketing, using outdated SEO methods and not taking a track of achieved results.