Joe Meloni

Google recently released a case study in its Analytics Blog that found the use of the service helped BuildDirect assess the success and direction of their various web marketing campaigns in terms of driving conversions. According to the report, BuildDirect used Analytics to identify some minor issues with its campaigns that led the company’s marketing team to make adjustments.

Using information from its PPC campaign in Google Adwords with Google Analytics helped BuildDirect increase the effectiveness of its overall keyword strategy. The data showed that longtail terms, typically defined as any keyword of more than five words, resulted in more site traffic. A greater focus on these terms with website content helped bring qualified traffic and directed prospects to pages more likely to suit their needs. As a result, BuildDirect increased conversions from paid search by 37 percent, Google reported.

Analytics reporting helped BuildDirect increase paid search conversions by 37 percent.

Brafton recently cited a similar case involving Landmark Bank, which found that a strong keyword strategy typically associated with organic search improved the effectiveness of PPC campaigns. Quality landing pages and other evergreen content gives a website a strong foundation to work from.

Website content also helped with BuildDriver’s email marketing campaign. As users landed on the site from links in email messages, compelling landing pages resulted in a more favorable experience as they navigated through a conversion funnel. According to Google, Analytics also helped with boosting conversions and leads through email marketing by showing which campaigns were the most successful. Creating content with keywords, CTAs and sharing options similar to the type used in successful efforts helped BuildDirect make its email efforts more conversion-friendly.

In general, using analytics data to inform content marketing campaigns or any other strategy aimed at driving traffic and conversions is critical for businesses. The web changes frequently and prospect behavior typically follows. Making adjustments to campaigns based on empirical data, rather than assumptions, will help organizations ensure their site and overall web presence appeals to the ideal target audience.

Streamlining a conversion funnel to ensure that prospects have conduct as few clicks as possible to make a purchase or otherwise convert will help marketers optimize their efforts on the web. Offering a convenient site experience after a user sees engaging, relevant content will keep them returning and interacting with brands on different channels.

Without analytics to drive campaigns and inform resources, many companies struggle to succeed with new media marketing. Brafton recently reported that 27 percent of businesses with active social media marketing efforts said they use intuition to gauge the success of their campaigns.