When I wasn’t having my caricature drawn or eating fantastic food at the Canada summit in September of this year, I listened to updates relevant to our Expert Community and mentored local startups.
Below are some follow up thoughts and recommendations related to marketing:
- You need goals in your Google Analytics account. If people do not convert (a success metric), you should have a proxy metric to see if a particular segment of your audience is close to converting. For ecommerce sites, a conversion is a purchase, so adding to cart could be a proxy metric. This is when I like to use remarketing with Google Ads. Rather than targeting everyone, you can reach people who are more likely to become customers and you can get insights on your audience.
- Manual bids in Google Ads are so last season. With the smart bidding options available through machine learning, Google does the work of bidding the right amount for the right person at the right time. If you are not sure of the right bidding option for your Google Ad campaign, start with Maximize Clicks.
- Check your site performance on mobile. I do talk about this one a lot. You can use the mobile friendly tool as a starting point. But I also suggest checking your own Google Analytics data to view the behavior differences between mobile and desktop visitors. Improving your mobile site speed can increase conversions by 27%.
- Think strategically about your content creation. A topic or keyword may be trending and somewhat relevant to your business, but does it have anything to do with your KPIs? Make sure your content plan is focused on the primary goals of your business and matches users at the right step of the buyer journey.
There was a lot more than this at the event but this should be enough for some “to-dos” in your Google Ads and Analytics accounts.