lavinaagarwal

Currently a Marketing summer intern at ValueFirst Digital Media Pvt. Ltd ...

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Currently a Marketing summer intern at ValueFirst Digital Media Pvt. Ltd

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Guide to breaking down web analytics and SEM

By lavinaagarwal |Email | May 8, 2018 | 6267 Views

Analytics can tell  one a lot of interesting information about her organic search performance.
However, it won t tell her explicitly whether her site s content is relevant to her keywords.
To understand that she can look at information such as how long visitors spend on her site, or the bounce rate, to see whether her site is giving her customers the information they are looking for.

 One can use analytics data to see which of her SEM investments are working and which arent.
The key is not just to track the number of clicks on an ad, but more importantly the conversion rate. So whilst the  Family friendly guesthouse  campaign gets the most clicks, it needs work because it has the lowest conversion rate of the three ads. That means people are clicking on the ad, but not booking a room as much as people who click on the other ads.

 One can get lots of data through segmentation, such as the devices her visitors use to access her website, and what country and city they re accessing from. The number of clicks on a page is broad information that can still be segmented.

 One can use segmented information to find out where people are visiting her guesthouse from, and how many conversions she gets. She can also find out if many people book using their mobiles, or if they prefer booking on their computers.
With this information  one can make improvements to her website and keep monitoring results.

Source: HOB