Search engine marketing – paying for traffic – is a great way to get interested and prospective customers to your website. Google, DoubleClick, Bing and other search engine marketing platforms provide effective conversion tracking for transactional businesses. However B2B marketers and business owners face several challenges when it comes to the effectiveness of their advertising strategy:
- Understanding which customers are attributed to organic vs. paid search or advertising.
- Which keywords generate new business vs. those that just create unqualified leads.
- How to track lead attribution that may take weeks or months to close, i.e. non-transactional.
DailyStory solves these problems and more.
Simple Management for Paid Search
DailyStory enables you to create tracking links for your paid search and advertising campaigns. This includes setting target budgets, the final URL the link should redirect to, Google Analytics tracking (UTM codes), campaign attribution in DailyStory, and monitoring for fraud.
Once you begin using the DailyStory redirect links for Paid Search, DailyStory begins collecting activity from your campaigns. This activity includes total clicks and unique clicks by tracking the IP and DailyStory identifier of the visitor. DailyStory also attributes conversions as Marketing Contacted Leads (MCLs) and Marketing Qualified Leads (MQLs). Marketing Contacted Leads are new leads that are not accepted by marketing and may require additional qualification and follow-up. Marketing Qualified Leads are leads that are ready for your sales team to follow up with. You can automate conversions from MCL to MQL through your campaign settings or move leads manually.
DailyStory calculates all metrics against unique clicks vs. total clicks. A person may click on multiple ads, but DailyStory always treats this as a single individual.
The performance of your paid search/advertising link is available in a month-to-month tabular report. If the budget information is provided to DailyStory, it will also calculate the cost per qualified lead.
Ad campaign budgets are configured when setting up a new campaign. The budgeted amount is automatically entered at the beginning of each month. The actual spend for the month can be edited once the month ends.
The tabular report on your paid search/advertising performance is not the only report. You can also navigate to the Reports drop down on the top menu and select additional reports to view.
Calculate the Cost for New Leads
Once you have some historical data you can use the Lead Generation Calculator to forecast the cost associated with generating additional leads. Note, this does require that you have provided budgeting information for this campaign to DailyStory. The Lead Generation Calculator uses the Marketing Qualified Leads conversion metric and calculates an approximate cost to generate a new MQL. You can change any of these values in the calculator.
Reporting on Search Engine Marketing Campaigns
Once your paid search campaigns are running you can use DailyStory’s reporting to gain insight into trends and activities within your campaigns.
This includes a list of all leads that were generated from the paid search campaign. This level of detail allows you to see not only which campaigns generated leads but provides you with the ability to drill-down into those leads to follow their activity.
Reporting on Paid Search Keywords
In addition to the paid search report detailed above, DailyStory also provides analysis of the keywords and devices used to access your search results:
And, you can follow that search term and visitor through your sales funnel to report on which search terms converted into customers and which ones didn’t. For example, you may have a search keyword that is converting leads. But how many of those leads convert into customers? Or maybe your marketing team wants attribution for where leads are generated. This kind of detail is precisely what DailyStory enables marketers and business owners to understand. It allows you to know how effective your search engine marketing is, which customers are attributed to their SEM budgets, and which keywords generate new business.
Identifying Click Fraud
If you run any form of paid search or advertising you may be familiar with click fraud
, a black-hat technique of falsely inflating the number of clicks on a pay-per-click ad. Wikipedia defines this as:
Click fraud is a type of fraud that occurs on the Internet in pay-per-click (PPC) online advertising. In this type of advertising, the owners of websites that post the ads are paid an amount of money determined by how many visitors to the sites click on the ads. Fraud occurs when a person, automated script or computer program imitates a legitimate user of a web browser, clicking on such an ad without having an actual interest in the target of the ad’s link.
Another lesser-known problem is when competitors click your ads repeatedly to either force the cost-per-click up or prematurely spend your daily budget. DailyStory provides analysis of total clicks and unique clicks. And while it’s not uncommon for a visitor to click the same ad again or a related ad, it is unusual for the same ad to be clicked dozens of times. To help you identify behavior, DailyStory provides a Paid Search Fraud Report:
This report details the IP addresses that clicked on your paid search links and identifies the possibility of click fraud as high, medium, low and none. It also identifies known IP addresses, such as Google’s, and allows you to click through to see more information about a particular IP address.
How to handle click fraud
If you suspect that you may be on the receiving end of click fraud, there are several steps you can take. Advertisers, such as Google, provide tools for blocking the IP address or even restricting by country. We’ve put together some recommendations for how to handle click fraud.