We monitor and analyze your website and online campaign performance daily, weekly, and monthly in order to fine tune search and banner ad campaigns. Performance will be measured against campaign objectives and viewed holistically between campaign tactics and landing page messaging and branded paths to action.
Emphasis will be placed on following the entire BPA from initial touchpoint, whether a Google search or banner ad, to reaching and completing your targeted conversion process.
We examine among other factors:
- Paid vs. organic search performance
- Position and rank
- Keyword relevancy
- Homepage vs. drill-down page effectiveness
- Messaging and BPA placement on the homepage
- Banner ad size, style, and position
- Performance of types of properties and specific properties for banner ad placement
- Paid search vs. banner ad for conversion
- Messaging A/B for conversion
- Cost per lead
- Cost per customer acquisition
- Cost per call
Knowledge derived from this analysis will lead to continual refinement and development of:
- Messaging and keywords
- Ad placement
- Ad style and graphics
- Segmentation and specific messaging
- Media investment ratio
- Landing page promotional graphics
- Landing page enrollment/quote process
- Landing page feedback loops
- Permission-based marketing initiatives