Google is a shark
Combine SEO & Email Marketing
Although Google is the most used (and on paper “credible” ) source of information in the world, many users skip paid ads to go to organic results that are considered more objective.
Those who carefully look at Analytics know that in addition to AdWords advertising, good natural positioning on the engines is also needed to generate targeted visits at the lowest cost and with the best profiling. Doing SEO well is a complex and competitive activity so you need up-to-date SEO consultants, fast webmasters and content that understand the algorithms. If you want to internalize SEO optimization – all or part of it – invest in advanced SEO training .
Once you have brought users to the site with SEO, you australia telegram phone number list to find a way to hook them by collecting emails, profiling them as best as possible within your CRM: from here you can start a constant and continuous dialogue at a marginal cost that tends to zero. If combined together SEO & e-mail marketing are two extraordinary and efficient sources of lead generation that you must monitor – both in b2c and b2b – if you care about your financial statement.
Measure ROI better
It may seem incredible but I still see companies that spend €400,000 a year on AdWords and look little and badly at Web Analytics.
Using Google Analytics well costs little and often does not require the premium version. If you spend significant amounts on digital you must monitor the analytics very well, verify that everything from collection to measurement works well, finding the right attribution method (not the classic last click by default) for your mix and assigning the actual merit to each traffic source.
Sometimes a little is enough: for example, from a brief GA audit of the Google spending of this campaign it turns out that for some terms purchased the cost of clicks was higher than the value of the sales generated, as shown in the image below.
adwords spending report
Do an AdWords Spend Audit
In my experience, a quarter of your AdWords spending can be saved by bidding better and maintaining the same ROI. If you spend on Google AdWords, do it consciously using independent SEM consultants who know this complex platform perfectly and who do your interest, not that of the platform.
Let me give you a clear example: a month ago a client of mine in the pharmaceutical sector asked me to assist him during a meeting in Google Italy in which the performance of Google AdWords campaigns on pharma was evaluated. Now we are helping them to optimize spending with the same performance. If on the one hand there are intelligent clients who understand that Google and Facebook do business and want you to buy more advertising, on the other hand I have SEO Clients who, faced with the power of the Google Brand, told me "we do SEO with you, but Google takes care of the AdWords campaigns directly" .
For the series “don’t ask the butcher if the meat is good” (Angus Seneca quote).
