Every decision you make when advertising is based on data and best practices that were formed by data. If you have a Google Ads account, chances are you have large amounts of data you might not know what to do with. Luckily, you don’t need to know the meaning or purpose of every number. Here are 4 insights you should be checking on in your analytics.
1. Page Views vs Leads
Pageviews go up and down and don’t always mean that more people are interested in your firm. Of course, more pageviews can lead to more leads just due to a higher volume of traffic, but fewer page views don’t always mean fewer leads. While page views seem like the obvious factor to look at, leads are a more productive insight to check to see where your business is and what ad strategies are working.
Knowing where your traffic is coming from will help you know where you should be spending your money. Sometimes you can spend thousands of dollars on an ad campaign just to get all of your clients from your newly set-up Google My Business Account.
3. Landing Pages
Just as you need to know where your traffic is coming from, you need to know where it’s going. Knowing your website’s top landing pages will show you where you need to put your time and energy. Sometimes your top landing pages are not the pages with the highest conversion rates. Sometimes they’re the pages with the highest bounce rates. If this is the case, you need to spend some time making those pages more welcoming and leading for the rest of the website.
4. Bounce Rates
The bounce rate for a page is the percentage of visitors who left the website after visiting only that page. Sometimes that’s fine, as with educational blog posts where people might find what they need quickly. Other times it’s a sign that something’s wrong. For instance, if your homepage has a high bounce rate, that really isn’t good. A high bounce rate can be due to a number of things, including a site that feels untrustworthy or a site that loads slowly. Luckily, all of these problems can be fixed quickly.
Sometimes it can be hard to run a successful law firm while also worrying about advertising and digital marketing metrics. If this is the case, you’re in luck. Mockingbird is here with the most comprehensive and accessible report out there, so you can let the numbers tell you how to run your business, and let us tell you where the numbers are coming from in a language you understand. If this sounds like something you could benefit from, let us know!