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Not Sure What Lesson To Take From This...


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4 replies to this topic

#1 Drew

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Posted 11 June 2013 - 08:42 AM

Recently we had an issue with our credit account that caused all of our PPC to go offline... Google, LinkedIn, Facebook... everything down for a couple of weeks. We often spend up to $30,000/mo on advertising on the web. In the time that the ads have been offline, we have seen a negligible drop in our lead flow and are still getting the same 3-10 conversions per day. I'm not sure if this means we've been wasting our money on the campaigns because we're doing well organically, or if it means we were wasting our money on the campaigns because they weren't driving extra traffic, or if it means our website isn't good... I'm just not sure what it means when you stop advertising and nothing changes. Either way, it's clear we've been wasting our money somewhere...

 

Thoughts?

 

 



#2 Jill

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Posted 11 June 2013 - 08:46 AM

Either way, it's clear we've been wasting our money somewhere...

 

 

 

 

Bingo!

 

Should be easy enough to find out via your Google Analytics. 



#3 Alan Perkins

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Posted 11 June 2013 - 09:19 AM

If you were spending that much, presumably you have some kind of tracking set up to show what's working and what isn't e.g. Analytics Goals, Adwords Conversion Tracking, etc ...

 

It sounds like you have been wasting lots of money, especially if you DON'T have the above tracking, but one alternative is that there is a significant time delay (aka pipeline) between somebody first discovering your site and becoming a lead. In that case, it may be a while before you notice a significant drop in lead flow, especially if you're used to seeing only a small number of leads per day anyway (3 is small).



#4 Drew

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Posted 11 June 2013 - 10:41 AM

Well, that's the interesting thing. My Google Analytics would appear to indicate that organic and direct traffic are the top sources of conversions (not shocking - most people looking for us seem to be looking for us by name), but there were definitely conversions from paid sources right behind. It just seems that when those paid sources go away, nothing much changes. It could be a timing thing though... I'll have to wait and see. An average day for us is 6 or 7 leads from the website.

Edited by Drew, 11 June 2013 - 10:41 AM.


#5 Jill

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Posted 11 June 2013 - 11:05 AM

Are you looking at the multichannel funnels and assisted conversions? That can show you where people first found you and what their last click was before converting.






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