MMC 3420 Chapter Notes - Chapter 6: Online Advertising
27 May 2018
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Top E-Marketing metrics You Should Be Monitoring
• Paid Search (PPC)
• Make sure that you can track every step along the way
• Google and Bing are constantly changing their algorithms to produce more relevant
results
o Tactics that worked a month ago, might not work now
• No one-size-fits-all method
• Analytics helps you refine strategy, save money, and get better results
• Website Analytics – what is happening on your actual website
o Unique Visitors – total number of visitors to your website during a specific
period, only new visitors
o Repeat Visitors – number of visitors who come back more than once
o New visitors vs. repeat visitors, shoot for a percentage between 15-20%, new
people but also a loyal following
o Traffic Sources – where people are finding your website (organic listings on
Google, directing typing the URL, or being referred by another popular website?)
o Indexed Pages – how many pages on your site that have received a visit from
organic search results
▪ Good way to see which pages search engines are picking up
o Most & Least Popular Pages – good way to gauge what content people enjoy
o Bounce Rate – the percentage of people who visit your site and immediately click
out of your site
o Landing Page Conversion Rates – percentage of people who are heeding your call
to action; solid leads
• Search Engine Optimization (SEO) Metrics
o Keyword Performance & Rankings – shows website’s search engine rankings for
specific keywords
find more resources at oneclass.com
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