How to measure adwords campaing success on an non ecommerce/leads website
-
Hello,
We have a website of a furniture company that runs an Adwords campaign. This company has a lot of distributors. They have several objetives:- people explore the online catalog
- people visit the distributor page (where they can find the nearest distributor in his/her area)
- people share the pictures and info in social media. (For example: pictures in pinterest)
- people watch videos
- new distributors contact them to be a new distributor
and so on. As this is not an eccommerce website they can not buy
We have created objectives in analytics to meassure those engament results.
My question is how to measure this in Google Adwords...
If I import GA objetives into adwords, I get conversions rates of 350% and even more, and the number of conversions is to high. For example. If one objetive is to visit Distributors page (the one where users can see a map and search for the nearest distributor), I find with a lot of conversions of this type.I was thinking in importing some objectives and giving them a value in $ and instead of evaluating conversion rates, evaluate ROAS.
But I really would like to know, what you are doing with this kind of companies. How do you measure the campaign success when most of the objetives are measuring engagement.
Please, could you give me any advice?
Thank you!
-
Thank very much!
Great advice! I will do it that way. -
I would focus on the goals that historically lead to revenue. If they all do, calculate that. None of these things should be a page visit though, that's not a strong engagement metric. If I were you, I'd do:
-
Visit duration threshold (objective:people explore the online catalog)
-
This might help, it talks about support sites, which isn;t you, but if you implement it correctly, it can help you, just don't copy this implementation https://blog.kissmetrics.com/pageviews-time-on-site/
-
Click on a distributors website, track each individually (objective: people visit the distributor page)
-
https://support.google.com/analytics/answer/1033068?vid=1-635779271421213638-3696063864
-
Click on top social sites share buttons (objective: people share the pictures and info in social media)
-
https://support.google.com/analytics/answer/1033068?vid=1-635779271421213638-3696063864
-
After 30 seconds of video watch, it registers the goal (objective: people watch videos)
-
analytics.js and Tag Manager: http://www.lunametrics.com/blog/2015/05/11/updated-youtube-tracking-google-analytics-gtm/
-
ga.js: http://www.lunametrics.com/blog/2010/11/09/video-tracking-google-analytics-introduction/
-
Contact form completion (objective: new distributors contact them to be a new distributor)
The articles above are sometime ga.js, the old version of analytics. If you are running analytics.js, you'll need to work with Tag Manager. Hope that makes sense and helps.
-
-
As you mentioned above, giving each objective a $ value is going to be absolutely necessary to measure ROAS. Hopefully, you can use some historical data to help you come up with the numbers.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
My big and famous website is ranking worse than unknown sites, what to do?
I have a major, popular and well-established website in my niche (lil peep merch) (lilpeepmerch.net) in my country, known as the largest, or one of the largest. But even with 12 years and loads of quality content, my website ranks WAAY worse than unknown ones, most of the time not even showing up on the searches at all, or ranking like page 7 in Google, while my rival, who does the same thing I do (and sometimes worse than what I do, like just publishing news when I publish news, and information, in-depth articles) ranks page 1 in Goo. I use Yoast SEO, try to do everything I can (but I'm no developer and have no access to my site codes), but my only good result is for one specific keyword.
Branding | | FitBoyAwesome0 -
In Google SERPs some companies / government agencies have a Google-generated card for their organization and it references their Wikipedia page. It does not show for all companies /orgs that have a Wikipedia page. What is the criteria to have it shown?
Does Google have specific criteria to show a large card in the top right of SERPs that links to a national organization's Wikipedia-referenced info? These do not appear to be the Google Business Card created by individual organizations. Example having the card and org is on wikipedia: https://www.google.com/?ion=1&espv=2#q=u.s. department of labor Example no card shown and org is on wikipedia: https://www.google.com/?ion=1&espv=2#q=Occupational+Information+network
Branding | | Shirley.Fenlason0 -
Google Contacting Clients in an Adwords MCC?!
I am curious if this has happened to others and if so if you were able to resolve it. Today a client forwarded an email that went to a client account and we were in no way copied on it. This is a client that spends in the 6 figures with us and I was shocked to read (Any bold or italics I have added): Hi *****, My name is Jimmy Morrow and I am an Account Strategist at Google on our Agency Team. Your account was recently selected for free dedicated support this quarter and I will be your new point of contact at Google for all things AdWords. We can go over a few housekeeping things I noticed, broader strategy, and some betas that would be a good fit. Please let me know when you have time for a 20-30 minute phone call when we can go over the accounts and make a plan for working together this quarter. Thanks and just let me know a time that works best for you! Best, Jimmy To me, they have essentially gone around us and with the "housekeeping" and "beta" comments sought to make us look either incapable and/or uninformed. We are Google Partners, etc. and we have clients in our MCC for Adwords. I have never seen an occasion where Google blatantly tried to steal the client as it appears is happening here. This is a client who heretofore had NEVER used Adwords and they have been in business since before there was a Google or an Internet. We brought them to Adwords about 6 - 8 months ago!!! They are spending 6 figures on Adwords and I am ready to pull them out and spend the money elsewhere. We sent emails from our UK and our Houston office and no response from lil ole Jimmy. Our UK team has tried calling Google and nothing and then Chatting with them and we can get nothing. This is a client who has a lot of faith in our abilities based on many things we have done for them that worked and they are the kind of client that let's us know when issues arise. So, they are not going to switch and that is not the issue. The issue is Google acted as if they wanted to embrace agencies and if that is so, why then try to back door them? I hope to hear from others who are handling PPC with Google. Thanks a ton. Robert
Branding | | RobertFisher1 -
Best practices to rank a new website that does not produce much content.
Hi What would be the best practice for ranking a new site .. lets say a business site that does not have a blog to produce regular content in it. Building backlinks are not just the options when these days people are all focused in content marketing. And specially, when you are competing against big competitors. Big competitors are of course getting their contents published on bigger sites since they are already established. No one will talk about you when you are new in the market. And you still need to bring up your site to people and SEO is the only option for that. What would you suggest ? Thanks
Branding | | MindlessWizard0 -
Ecommerce // indexation and duplicate
Hello moz community, We have 3 website that are e-commerce based that go as follow : 1.0 www.product.com ( french ) 2.0 www.anotherproduct.ca ( for the canada english ) 3.0 www.anotherproduct.com ( for the usa market in english again ) Those 3 website are configured inside WPML ( wordpress ) and are build with woocommerce. Most of the pages beetween anotherproduct.ca and anotherproduct.com are identical or close to be. We want to have a good indexation and to absolutely avoid duplicate content. Any help would be appreciated ! CHeers,
Branding | | ydesjardins2000 -
Authorship/publisher markup - Author photo vs. company logo
I'm trying to get a company logo to show up next to the search results for a search on [company name] AND a separate author photo to show next to the About page of the author of the same site for a search on [author name] There is author markup on the company's "About" page and Google's structured data testing tool shows that that page is correctly configured to show the author pic. There is publisher markup on the home page and the tool shows that the page is correctly configured to show the company logo. However, no company logo shows up in the search results for the [company name] search--just an author pic next to the "about" page for the [author name] search. if I add author markup to the homepage in addition to the publisher markup, I get the author pic showing up for both [author name] and [company name] searches. How is anyone making this work? Thanks.
Branding | | Chris.Menke0 -
Competitors' dummy websites --- What SEO (or other?) strategy is this?
I work for an e-retailer. I've noticed that at least one of our competitors (and, I think, a second as well) has set up a neutral "third party" website that attempts to provide unbiassed information about different manufacturer's products. Of course, their products always win out over the competitor in these comparisons. But this one site (and another whose corporate backer I can't seem to figure out) is keyworded so poorly, and not branded at all. There are very few (if any) links to the corporate sponsor, or links, period. It's definitely not serving to have "Little Brand x" appear next to "Big Brand Y" in search results, either (again, really poorly keyworded). Other SEO seems really minimal. What do you think their strategy is? Is it a dumb waste o' money or something really smart that I'm not picking up on? Your insights most appreciated!
Branding | | Novos_Jay1 -
Which industry has the HIGHEST % of awful looking websites! ??
I have an auto upholstery client that wants a new website and some SEO work done here locally. I take to Google to check out the competition in some other states to get a feel for whats other sites are doing and I just spent 30 minutes looking at 53 different websites and I swear not a one of them is worth $20 Have you run into any industries that historically have terrible websites? Have a great Christmas everybody! Matthew
Branding | | Mrupp440