Setting goals is the key to success in any endeavor, and when there’s an investment on the line it’s even more important to make sure you’re getting the most from your spending. But analytics can be overwhelming and it’s tough to know where to start. Start by looking at the overall trends through your Google Analytics account from the past year. Concentrate first on the data line describing all sessions for the entire year and make note of all traffic surges.
WHERE ARE VISITORS COMING FROM?
For example, a tourism website has a surge in traffic leading up to 4th of July weekend. More website traffic should be good news, but because the company is more interested in attracting visitors from outside the area instead of serving up information to locals, we need to dig into the spike to determine whether the visitors are from the desired audience.
To do this, reset the date range to encompass the traffic surrounding July 4th weekend and then drill down to look at geographical location of website visitors. In this example, 51% of the website traffic is located in the area the tourism business wanted to attract.
WHAT ARE THEY LOOKING FOR?
At this point, I want to know what was bringing these visitors to the site and why. To find this out, I continue on my deep data dive and review channel data by city. The most popular channel was organic search. Then I take note of the keywords that brought the visitors to the site. By reviewing this data for every target city, you can gain insight into what visitors from each area are looking for and build a list of keywords.
The key to attracting the right audience is knowing what they want and having that information readily available right when they want it. Keywords can be used to strategically serve up information that will be highly sought after during a specific time period and make it easily accessible to as many visitors as possible. Increased traffic presents more opportunity for conversions, brand recognition and movement through the purchase funnel.
WHERE CAN THEY FIND IT?
Once you’ve determined which keywords to use, you can begin building out content that incorporates the terms and information your visitors are looking for. Landing pages are a great way to attract and engage visitors. By planning ahead, you can get relevant content in place well before the peak times you identified through your data exploration. Your landing page should be optimized with the most popular search terms.
You can also maximize budget by creating an AdWords campaign targeting this sought after information. Your landing page can feed into this campaign and the most valuable keywords and geographic information can be incorporated into ad copy.
Pay-per-click marketing is a powerful tool for driving premium website traffic, and the visitors it attracts are poised to begin their purchase journey. Finding ways to isolate and identify trends will give you more insight into the premium information you need to drive conversions. All you have to do as a marketer is to identify these moments in order to capitalize on them.
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