It’s that time of year where many of us start to make some key decisions about what we want to achieve this year – whether it’s in the form of resolutions, goals or mission statements; the start of a new year triggers something within us to consider what we want to do better than the previous year, and to define how we’re going to do it. In the world of marketing however, goal setting should be considered throughout the year, in particular when deciding to embark on a brand new marketing channel or campaign. Unfortunately, we see too many businesses running adverts for their business without any goals for that activity in place; which they are running simply because they know they need to advertise their business and “have always done that”, or because someone came along at the right time and offered them a quick or cheap solution to doing it. However without defining what you want to achieve from the activity, and setting some measurable goals around it, it is difficult to determine whether it is the right move for your business, and to make ongoing improvements. This article will specifically explain how to set and measure Google Adwords goals, and the importance of doing so. [Read more…] about How To Set & Measure Your Google Adwords Goals
During my first days as a Digital Marketing Champion, there was a lot to get up to speed on. CTRs, Quality Score, Bounce Rates; at times it was like learning a new language. One of the first things I remember puzzling over was the term ‘conversions’. As far as I could see at the time, this was just a fancy term for ‘sale’ or ‘purchase’ so I couldn’t understand why this new word was necessary. It soon became very clear. [Read more…] about Champs Diary: What’s a Conversion Anyway?