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Are statistics the most important element in offline and online marketing? Yes and no. Marketing has always been based on human psychology, and numbers and graphs are a reflection of it. Traditional (offline) marketing is still often based on the experience of individuals in a chosen field, where the lack of numbers is obvious. Digital marketing, with its detailed tracking of user behavior, is supposed to solve this problem, but some modern businesses still act almost blindly, ignoring the available statistics. How to develop your business using a convenient tool in the form of detailed metrics and how to apply statistics in different areas of online marketing development? Let us consider the main areas and ways of using analytics in the article of the ADV Advantage blog.
Content marketing – creating really interesting content
Graphic, audio-video, social, interactive, AR, and textual content are the key elements of the content of all pages on the Internet. The goal of a business using a content strategy with the creation of a chosen type of content is not to directly increase the number of conversions, but rather to engage the audience, although these goals can be combined. How to use statistics for content marketing? Google offers a convenient Google Analytics service that allows you to track incoming traffic, bounce rate, demographics, and session duration. Unsatisfactory performance of each of these parameters can tell you a lot about its relevance to viewers’ needs. For example, the average viewing time and bounce rate allow you to track the moment when a viewer loses interest in a video; the number of views per user can determine the value of the content, and demographics can determine whether the selected audience in certain regions is ready for the information offered.
Paid PPC advertising – work on fast conversions
Statistics play a key role in managing PPC (Pay-Per-Click) advertising and allow you to effectively measure and optimize your advertising campaigns. Here are some ways to use statistics in PPC advertising:
- Monitoring performance indicators: Statistics allow you to track key performance indicators, such as CTR (click-through rate), CPC (cost per click), CPA (cost per conversion), ROAS (return on advertising spend), etc.
- Analysis of campaign results: By analyzing statistics, you can understand which campaigns, ads, and keywords are performing better and generating more conversions.
- Ads and keywords optimisation: Based on the analysis of statistics, you can edit ad copy, change keyword bids, remove ineffective elements, and add new ones to improve results.
- A/B testing: Using statistics, you can run A/B tests to compare the effectiveness of different ad variants, headlines, landing pages, etc.
- Competitor monitoring: Statistics allow you to track competitor activity and results, which helps you adapt strategies and increase competitiveness.
- Predicting results: Based on historical data and statistics, you can make predictions and calculate potential results for future campaigns.
In general, the effective use of statistics in PPC advertising allows you to make informed decisions about your advertising strategy and maximize the return on your advertising investment. However, if the marketer’s goal is to attract potential customers and increase brand awareness, it is worth going the other way, as it is much easier to make a profit from an audience that is already familiar with your business.
Social media marketing – statistics of the most loyal audience
Social networks are showing exponential growth in profitability every year, but at the same time, the percentage of users who are tired of being forced to make purchases on social networks – comfortable places where they go to relax – is also growing. This is precisely the reason why it is worth finding an indirect approach to sales and focusing on tools for interacting with a loyal audience. Social media statistics are not as detailed as PPC advertising, but the available data is often enough to build a potentially successful strategy.
Statistics and SEO – improving website relevance for users and search robots
The field of SEO optimization is inextricably linked to statistical data that influences the strategic decisions of marketers. Google Analytics and Search Console are the most useful sources of data that allow you to track the effectiveness of keywords for individual pages, identify technical problems, errors with titles, descriptions, images, and additional tags. Quite popular today, SEO browser extensions allow you to get detailed data on the structure of a page or a website in general, as well as an approximate SEO ranking and recommendations for improving it in just one click. Available tools with SEO statistics can also be used to analyze competitors.
Conclusion
It’s really hard to overestimate the importance of analytics and the availability of a wide range of statistics for an online marketer, because numbers are the main indicator that is truly always trusted. The validity of decisions in the short and long term is always assessed in terms of results presented in the form of graphs, charts, tables, etc. However, when building strategies for the future, you should not be guided solely by statistical data, as the behavioral mood of the audience is often unpredictable, so you should leave some room for experimentation based on the experience and ideas of the marketer. Contact us to learn more about PPC and much more!
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