Tracking / ABM is about tracking the source of every lead and sale that your business generates. When you know what channels (Google search, Bing/Yahoo search, Facebook, LinkedIn etc) and keywords are generating strong ROI, you can confidently scale up your spend on these areas while reducing / eliminating spend on channels and keywords that are not delivering strong returns.
Our strategist will set up telephone, query form and, for those sites that sell online, ecommerce tracking. Once in place, every time a query form is submitted, your phone rings or a purchase is completed on your website, we will know precisely how this user found your business. We will not just know the last place they clicked before coming to your site and converting but rather their journey eg Google PPC followed by a remarketing banner.
Our strategists gather the data to see what channels and keywords are making the phone ring, query forms to be submitted or products to be purchased and funnel more budget into these areas and less into less profitable areas. Further, if a particular part of the spend is generating strong returns, we will actively advise you to increase your spend in that area to scale up your returns; by spending more on effective channels and keywords and eliminating waste, we continually grow your return on investment.
We don't just give up on channels / keywords that are not delivering strong returns. We work with you to improve your website to increase your conversion rates. An increase in conversion rates can turn previously ineffective traffic into highly profitable traffic.
While metrics such as "total new likes" "links built" "costs per click" "retweets" etc are important, the focus of our tracking / active budget management service is financial ie how much profit are we generating for your company. Our tracking / ABM reports give you total visibility into the effectiveness of your online marketing spend. You can clearly see the spend that is working and the waste.