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How to know if your digital marketing is working?

by Jan Pickering

How can I tell whether my digital marketing is working? It’s an age-old question.

The answer is that there isn’t one. The method you can tell if your digital marketing is working is heavily dependent on the items and services you choose to sell. It also relies on the sort of business and sector you’re in. A clothes shop, for example, will have a completely different definition of success than a non-profit.

Instead, divide this topic down into several forms of digital marketing and analyse each one independently.

If you’re not sure where to begin, check out the list below for some of the best ways to measure the effectiveness of your SEO, social media marketing, and other efforts.


Unsplash photo by Lukas Blazek

How to Determine Whether Your Digital Marketing Is Effective
Three Ways to Determine Whether or Not Your SEO Is Effective
1. An rise in the number of visitors to the website.
An rise in website traffic is a definite sign that your SEO strategy is working. If you’ve recently altered or changed your SEO strategy, including posting fresh content, this website statistic is extremely significant.

If your digital provider supports it, you may examine your website traffic using Google Analytics or a live reporting dashboard. You may also dive deeper into the sources of traffic, such as organic search results, social media, sponsored advertisements, and more. This will allow you to determine what is most effective in terms of driving traffic.

2. Increase in conversion rates.
Every company owner likes seeing their conversion rate rise, but did you realise that it may also be an indication of good SEO? One of the major aims of SEO, or any digital marketing for that matter, is to boost sales or bookings, therefore if your sales are up, your SEO is working.

If you’ve enabled form and button conversion monitoring in Google Analytics, you’ll be able to track this as well. You’ll be able to see where the users that converted came from, whether it was organic search results, a sponsored ad, or social media.

3. The bounce rate has decreased.
What is the definition of a bounce rate? A bounce rate is exactly what it sounds like: visitors visiting your website and immediately leaving because it is either broken or not what they expected. As a business owner, you obviously want visitors to remain on your website and eventually become customers, so keeping your bounce rate low is critical.

Many digital marketing firms claim that their SEO can help your website rank better, which is great, but only if the results are meaningful. Bounce rates are closely connected to ranking highly in non-relevant results, since when a searcher clicks on your website, it is likely to be irrelevant to them, prompting them to depart.

If your bounce rate is reducing over time, your SEO strategy is functioning as intended.

3 Indicators That Your SEM Is Working
1. A lower acquisition cost.
The cost per acquisition (or CPA) is the fee a company spends for each new client it acquires as a result of a marketing effort. Improve the quality of your ads to decrease your CPA, which may include changes to the copy, altering the connected landing sites, and more. A high-performing Google Ads campaign should ideally have a declining CPA.

2. More overall clicks and higher click-through rates.
In the early stages of your campaign, the most frequent and easiest approach to measure its performance is through clicks. They can alert your account manager when advertisements that aren’t working well should be paused and bids on those that are should be increased. However, clicks alone should not be used to assess the entire campaign’s success.

The click through rate (or CTR) for a campaign, like clicks, is an important measure to track monthly. Simply said, the CTR is the percentage of impressions that result in ad clicks (total clicks divided by total impressions).

Many firms are obsessed with achieving the ideal CTR, yet it simply does not exist. The desired CTR varies considerably depending on the industry. For example, the average CTR for dating services is 6.05 percent, whereas the CTR for hospitality is 2.09 percent. Instead, concentrate on increasing your company’s average CTR month after month.

3. A high score for quality.
The most talked-about Google Ads measure is quality score, but what precisely is it? Quality score is a Google metric that uses other performance measures like CTR and landing page quality to determine the relevance of your content.

Your Google Ad quality score should be as high as possible. Those with a quality score of 7 to 10 will almost certainly spend less to promote. Those with a lower score will, of course, have to pay more.

3 Signs That Your Social Media Marketing Is Effective
1. Conversion rates are high.
Actions done on your Facebook, Instagram, or Messenger Ads are referred to as conversions. A phone conversation, a direct message, a website visit, or a product transaction are all examples. The greater your conversion numbers are while analysing them, the better. The greater your conversion statistic, the more activities on your business are being taken.

Month after month, a good social media marketing strategy will have consistently growing or steady conversion rates. Although conversion isn’t the only aim, brand exposure is frequently the primary purpose of an ad campaign.

2. Maintain a consistent click-through rate and cost-per-click.
Your ad is likely functioning effectively if your click-through rate (CTR) is high and your cost-per-click (CPC) is low, with only minor variations in both. If not, your ad might be suffering from ad fatigue. It’s crucial to remember that most new advertisements need to run for at least three months to build a firm foundation and reliable performance data, so don’t abandon them too quickly.

When a Facebook ad has been running for a while and your target audience has seen it too many times, it’s known as ad fatigue. When this occurs, you should expect a significant increase in CPC and a reduction in CTR.

If you think your Facebook ad is experiencing ad fatigue, consider some of the suggestions below.

How to get rid of ad fatigue:

For future advertising, reduce the ad time frame. You should only use them for a month at a time.
Create a three-to-four-ad rotating ad rotation. When one of your campaigns becomes tired, take a break for a few weeks and relaunch another in your rotation.
Change the content of your ad. Changing your ad content, particularly graphics like video and photos, is a simple method to keep your Facebook Ads fresh.
3. Keep track of the people who have referred you through social media.
We all know how vital it is to measure website traffic, but did you realise that you can also track where your visitors come from? While Facebook will tell you how many people have clicked over to your website, it will not tell you how many people have clicked and then closed their browser before the page has had a chance to load. Look at Google Analytics for a more accurate picture of your social media website referrals.

Comparing your Google Analytics social media referrals to your Facebook Ads Manager website clicks statistics is a good idea. If there is a significant difference between the two, you may need to reconsider your advertising plan.

4. Determine your investment’s return on investment.
It’s easy to calculate your return on investment (or ROI) on social media advertisements. In reality, most social media sites will show you the ROI of your campaign throughout its lifespan.

To include your ROI measure in your Ads Manager dashboard, follow these steps:

Select Customise Columns from the drop-down option under Performance. The window for creating reports should appear.
Select Standard Event from the drop-down menu on the left-hand side of the page.
Select total under Metrics to Include. Purchase ROAS (return on advertising investment) and Purchase Your ad management dashboard will now display your ROI.
When calculating your ROI, aim for a positive percentage, which means you’re generating more money than you’re spending.

What should you do if your Facebook ad has a poor return on investment?

Your campaign is losing money if your Facebook ad has a negative ROI. It’s past time to pay attention to it.

Consider changing the content, pictures, and video in the creative – you’ll be amazed at the difference it can make.
Reevaluate your target market; has your target market altered in any way?
Change the goal of your campaign.
Two Ways to Know whether Your Website Is Helping Your Business
1. Reduce or eliminate bounce rates.
Bounce rates are an important measure to track, but unlike other metrics, you want to maintain your bounce rate as low as possible. High bounce rates might suggest a problem with your website, such as broken links or pictures, responsiveness issues, and so on. Lowering your bounce rate might be as simple as addressing these concerns.

If you’ve addressed all of the backend issues but still have a high bounce rate, it might be a content issue. Look for the following on the sites with the greatest bounce rate:

Information that is outdated or inaccurate.
Heading structures that aren’t optimised.
There are some broken links.
Errors in grammar and spelling.
Positioning in search results that are relevant.
How can you determine the bounce rate of your website?

A performance dashboard may be used to evaluate the bounce rate for each page on your website, or if you don’t have one, Google Analytics is a good place to start.

2. Your website is generating leads for you.
The most straightforward approach to measure the success of your website is to look at the number of leads it generates. Whether people fill out a form, contact your company directly through email or phone, or make a purchase, these are all indicators that your website is working for you.

If you see a dramatic reduction in leads, it may be time to do a website audit.

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