22nd November 2012
Why SEO and PPC can be a waste of money
In order to ensure that your marketing campaign isn’t a waste of time or money, you need to spend time researching the purpose of your campaign. You also need to establish a way of tracking everything properly. If you don’t have Analytics installed within your website, then how do you know where your money is going? There are a number of different aspects which you will need to consider when setting up tracking – including visitor numbers, conversion tracking, call tracking, monthly reviews and more.
It is important that you find out where your visitors are coming from, and what it is that they are looking for. You will then be able to adapt any SEO or PPC campaigns in order to successfully target the right audience. If you set up a campaign without tracking, you won’t be able to tell whether the money you are paying is having the desired effect upon your website.
Most people will set up an SEO or PPC campaign and leave it to do its own thing. Many of these people will see an initial increase in sales, and then will leave any campaigns untouched. It is essential that you monitor the website on a regular basis, so that you can adjust different aspects accordingly. This can further improve visitor numbers, conversion rates and essentially – sales.
Here at Varn, we track a number of factors when setting up SEO or a PPC account for a client. We keep track of SERP’s so that you can see improvements in Search Engine rankings. We track conversion rates, visitors’ habits, landing pages, keywords and much more. We can also track telephone calls – providing information on how callers found your website, what they were looking for, where they’re calling from and more. All of this information can then be put into a monthly review, allowing us to compare results on a regular basis.
Such tracking is essential for understanding and making the most of your SEO and PPC campaigns. It allows us to tweak them accordingly, to ensure that you’re getting the best possible results for your money.
If you are looking for professional Search Engine Optimisation, a PPC campaign or other similar service and want to ensure that you’re not throwing money away, then please do not hesitate to contact the professionals at Varn today. We look forward to hearing from you.