• KaeRae Marketing

Make a Plan or You're Doomed!

Updated: Feb 27, 2021

In this post, you will ask yourself several questions to better understand if the advertising strategies you used this year brought you new business. 

Google - Google Expert - Google Ads - Google My Business
Google Ads - Marketing Plan - Google Analytics

First, you will need to write down all of the marketing you spent money on. This can include, TV commercials, Radio commercials, billboard ads, newspaper ads, direct mailers, cold calling leads, SEO, Google Ads, Social Media, or sponsorships. 


Now that you have noted all of the different types of marketing you used, remember to be specific. You will need to dig through some of your past financials for this next part. Find out how much you spend total for each of the marketing campaigns


To help yourself better analyze, note each specific campaign separately to decide if the campaign was successful or needs improvement or should not be continued next year. 


Understanding the details of each campaign will help you better adapt to advertising that is consistently successful. The topic and the ad can be extremely crucial to getting engagement and action from your audience. 


For future reference, create a spreadsheet similar to this below to track your yearly marketing plan. 

Google - Google Expert - Google Ads - Google My Business

Now let us get down to it. 


Log in to your Google Analytics account, to look for a few metrics that will tell you where people are finding your website. This allows you to determine which marketing strategy brought you the most visitors and the most engaged visitors. 


Once you are logged in, use the search bar to the left -- search: "source"


Choose the "Acquisition > All Traffic  > Source/Medium"


This tab is excellent, it will show you the source of where the user came from before landing on your website. 


Direct = searched your website directly by www.yourdomain.com


Organic = they came from a search engine search (ex. Google, Yahoo, or Bing)


M.facebook.com = the user was on their mobile Facebook app before 


CPC = "cost per click" - paid ads (ex. Google Ads)


A tip if you have not already done so, you will want to set up conversions [also known as Goals, in Google Analytics]. Learn how to set them up in your account by reading this post


Once you have conversions set up, you can easily see which source is bringing visitors that convert into leads. But until then, you can check out some other pieces of data that will help you now. 


For each source, you will see a column for Avg Session Duration -- this is my favorite metric in Google Analytics. It tells you on average how long those visitors stayed on your website. 


A standard amount of time a user will stay on a website is 30 seconds. If you find that your visitors are staying for well over a minute, your website is very engaging. 


Note which source is bringing the longest view time from your visitors. 


We will move on to reviewing the Google My Business (GMB) traffic, this is considered your organic search traffic or local maps search traffic. Login to your GMB account