Here at Liberty Marketing we work with Google Search every day, as well as Google Analytics, Google AdWords and much more. We use it for research, to find images for our copy and to locate guest blog opportunities, amongst other things. 

Our digital account coordinators use Google to conduct keyword research so our copywriters can optimise your site copy for this popular search engine. And where would PPC be without Google ads?

In other words we owe a lot to Google. Our jobs would have been a lot harder over the past 12 months if we hadn’t it. 

Let’s take a look at a few other people, places and things that benefited from the search engine this year by inspecting Google Trends and the most searched terms in 2014.     

Here are a few charts with the largest search volumes – have you been one of those Googlers? 


    
  
  

A year in search 


In 2014 there were trillions of searches made using Google, almost too many to count. But what did those search terms say about us as people? The team at Google have summed this up nicely with this intriguing video: 


So what will you be searching for in 2015? And will Google maintain its dominance as the most used online search engine? There’s only one way to find out. 
2015 is nearly upon us and for many companies a new year means a newly refreshed marketing budget. You know it’s important to plan out where you are going to spend the money, but are you aware of the most effective methods? 

Liberty Marketing Speak at Figaro


By now Liberty are familiar faces at Figaro Digital events, and on Thursday 11th December we gave our very last presentation of the year. 

The Hospital Club in Covent Garden, London, once again became a hubbub of digital marketing ideas this week. Many professionals gave educational and engaging talks on paid and natural searches on the web using desktop computers and mobile devices. Of course, followed up with a few drinks and some networking. 

Our Senior Digital Account Coordinator, Ben, was second on the bill and for those of you who missed it, here’s what he thinks you should focus your search engine marketing efforts on over the next 12 months.



Ben’s talk covered key areas such as initial auditing of a site, how to structure an SEO project and keyword use. As well as local SEO, content strategy and outreach. Here at Liberty Marketing we tackle these issues every day, but how do you decide where best to focus your search engine marketing resources? 

For a full video of Ben giving his talk click here

If you need help with your SEO, PPC or social media systems give us a ring here at Liberty Marketing or send us a message on Twitter. We’re always happy to answer any digital marketing questions you may have.

And don’t forget to take a look at our past Figaro presentations. Here’s one from Jenna and Joe on a case study of 365 Days of SEO.


(image: muftx)

Websites don’t sell themselves – FACT. Building a brilliant eCommerce website takes skill and often some (best) practice. And through our years of working with many online businesses we’ve picked up a few tricks along the way, so we thought we’d share them with you. 

Here is Liberty Marketing’s guide to building a brilliant eCommerce website with best practice. It’s split up into the following sections:

Seek and you shall find: URLs, titles and meta descriptions

Homing in: Category pages, Headings and copy

Take a look around: Duplication, product pages, site search and images

The hidden depths: 404s, sale and seasonal pages, internal and external linking, mobile, redesigns and moves 

The facts 


Before we get into the good stuff, let’s talk money. Making money is the aim of selling goods online at the end of the day. 

Last year the UK online retail market grew by 16% to £91billion. And eCommerce accounted for over a 1/5 of the country’s entire retail market (IMRG Capgemini e-Retail Sales Index). By 2020 international eCommerce has been estimated to grow to an enormous £21billion with Britain dubbed to have a 60% share. 

eCommerce is here to stay with steady growth, but in the months in the run up to Christmas it is set to boom. In a study by PayPal in 2013, over half the population said they would purchase all their presents online, and 9 in 10 said they’d buy at least one thing without even leaving the comfort of their home. 

The potential of the internet is immense, and every minute your business is not acting to its full potential you are losing money. So make your website the best it can be with these easy to follow best practice tips on eCommerce SEO.

Seek and you shall find 


It may seem egotistical to Google yourself, but any good business knows that you should search for your business on a regular basis. How else are you going to know how you rank for search results, or how the competition is doing?

Take a look at what your search returns. How do you appear? Here’s one from a client of ours, Pure Commercial Finance, as an example:



URL


A URL will describe where a page can be found. This should be short, easy to read and clearly dictate what your business has to offer. 

Whether you are creating new pages for an existing website or building one from scratch there are a few things to bear in mind.  

A URL should be no more than 100 characters long
Aim for 3 words or less and hyphenate these
Incorporate keywords where possible (Do not stuff them in)
Avoid capital letters, numbers or symbols

Titles 


A title should clearly define what will be found if you click on the link. You want these to be creative and unique, but make sure not to distract from the content. 

As with all writing, there are a few basic rules to follow:

Aim for around 55 characters.
Include the keywords at the beginning if possible (this makes them more relevant)
Use different keywords on different pages to avoid cannibalisation
Always place the brand name at the end. Separate this with a ‘|’ or ‘-‘
Titles should be engaging and encourage users to click on your page

Meta description


A meta description is used to provide further details of page content and to convince users to navigate to your site. Like with all copy these should be unique, and they give you a chance to be a little more creative.

Meta descriptions should be no longer than 160 characters in length
Contain the keywords in a natural way 
Where necessary include a call to action (be careful with these as they can look spammy if not done correctly)

More info: Barack Obama’s Guide to Writing the Perfect Meta Description – click here

Homing in


Once you’ve searched for your site and analysed it, click on it! We are going to follow the journey a potential customer may make. It’s time to look at your landing pages. 

The first thing to do is sit back and think: if I was a customer would I buy something from this site? Hopefully the answer is ‘yes’, if not, you have a lot of work to do. 

Category pages


Wherever you land on the site, whether the homepage or elsewhere, look to the top of the page and the main navigation bar. This is the key to finding your way around the site. 

A navigation bar should clearly display category pages, which divide and group the products or services on offer. For example, a clothes retailer may have categories such as: women’s wear, men’s wear, kid’s wear, home wear and sale. Plus a home icon. 

Each of these category pages should adhere to the following:

The title, meta description and H1 should be keyword optimised
A short introduction in the first fold, with the bulk of the copy at the end of the page
Have plenty of image links to popular or promotional product pages
Filters are a must for eCommerce websites as they aid navigation
People like to be in the know, so clearly display prices and special offers
If a page is no longer available create a temporary 302 redirect or 301 if the page will not be returning

Headings


So it’s time to own up, do you ever read an entire webpage? Of course you don’t. Most users will skim a page, and that is why headings are SO important. Plus they help for search engine indexing too. So don’t neglect your precious page headings!

Headings are great but be careful not to go too crazy with them. Define with a <H1> tag, <H2>, and so on. But there should only be one <H1> per page.
Headings should stand out from the rest of the content. Bolding or an increased size is a common technique. 
They should reflect the keyword and content to show relevancy

Copy


The term ‘content is king’ is thrown around quite a lot in digital marketing circles, but that is simply because the copy on your website is so important. After all, it is this which helps you rank with the search engines. 

You want to aim for quality not quantity. What are the key features of this item? And how big is it? What do your customers want to know?



The format of your content will vary depending on the type of page, but there are a few constants to keep in mind:

Use no more than 3 keywords or variants, and make sure these appear early on
All important information should appear in the first fold
Keep it short and to the point (lists are great!)
Each page should have at least 200 words on a page (we’d encourage more)
Separate text using tabs or ‘read more’ expanders
Adapt the font size and colour to ensure it is easy to read
Correct spelling is essential!

Take a look around 


As you click through your site do you notice any red flags? Is everything working as it should and what is the site like to use?

Duplication 


One of the worst mistakes eCommerce companies make is investing in quality content, but then duplicating this throughout their site. 

Identical content throughout a site or the copying of another site can result in your website receiving some serious penalties. This can cost you money, affect search rankings and even temporarily put you out of business. 

Common types of duplicate content include:

Boilerplate text – Repetitive statements or phrases. Copyright statements, and terms and conditions at the bottom of a page can be categorised as this. Avoid this by condensing text and linking to a page with the full details. 

Similar products – Products may be similar but they are not identical. The same should go for your descriptions of them. 

Manufacturer descriptions – It may be tempting to simply copy and paste a manufacturer’s description, but avoid this by rewriting for your personal target audience. 

Canonicalisation - When there are multiple URLs leading to the same content or page. 

More info: What is Canonicalisation and What Does it Mean For Your SEO? – click here 

Product pages


Your product pages are just as important as your homepage, your customer has come this far, you don’t want to lose them now. This is where you should show them off to their best and concrete that sale. Make the most of these pages by: 

Use the product name as a keyword and optimise accordingly
The product or brand should appear in the <H1>Product descriptions should answer real customer questions, for example, if selling a bag – what shoes would match
Can I fit my phone and purse inside?
The ‘add to cart’ button and other CTAs should be prominent 
Display the price including tax and any delivery costs 
Show out of stock when appropriate
Display the different payment methods’ icons 
Link to delivery info, returns policy and size guide
Cross sell by featuring similar or complementary items
Feature good reviews for credibility 
Follow the copy points previously outlined
If a product is no longer available, 301 redirect it to the most relevant and useful alternative

Site search


Site search is an extremely underrated feature of most websites. It is a great navigation tool, and can also provide you with traceable data of what your potential customers are looking to buy. Simply enable this in Google Analytics and monitor search results over time. It may affect what you sell in the future.

Images


Images provide a visual element to a page. They won’t be seen by search engines (without ALT text) but they are extremely important for customer usability. Buying blind is risky, people want to see what they are purchasing.

Take photos from multiple angles or next to a person for size of scale
Place keywords in descriptive ALT text 
Include a zoom function 
Use high quality images to reflect the value of your products

The hidden depths


Every website has some pages which rarely get seen, but that doesn’t mean they are any less important. For example…

404 pages 


A 404 page tells a user (and the search engines) that a page no longer exists. And a useful 404 page will help a user redirect their search and stay on the site. These should show a 404 response header and popular links. 

More info: The 13 Best Custom 404 Error Pages Ever – click here 

Sale and seasonal pages 


Most successful retail stores will have promotional periods, where offers or sales are extended for a limited period of time. Some may even have seasonal related pages for events such as Christmas and Halloween. So how do you prepare these for down periods?

Keep the pages live but ‘no index’ them and remove from the main navigation menu until they’re relevant.
You could design a page to say there is currently no sale/it is out of season, and include links to alternative pages the user may like. Also include a CTA for newsletter signup or social media alerts. 

Internal and external linking 


Linking is like a friendship, you tend to get along with people who have similar interests, keep in touch with good friends and introduce them to others. With people you consider to be poor friends you may try to break ties with by pretending not to know them! 

Use internal links throughout your eCommerce website with related or recently viewed products. A page should never be more than 4 clicks away from another on the site, but avoid excess linking as this can affect customer usability. It is fine to link externally but make sure these are trusted and relevant – you could even use ‘no follow’ tags.  

Mobile


This point we can keep short and sweet: Make sure your site is mobile responsive.

(image: Wikimedia under CC BY-SA 3.0)

Site redesigns and moves

 
This is where things can get a little tricky from an SEO perspective. Although a brand new spanking website may look 10 times better, it can seriously affect your position on Google and undo a lot of hard work. If URLs will be changing make sure to 301 important pages and add Google Analytics tracking codes to the new site. Finally, be aware of duplication!

Best practice checklist 


Now you know everything there is to know about SEO eCommerce best practice, take a look at your businesses’ website and work through the attached checklist. And if you need any help, we’re just a click away! 



Ecommercechecklist.docx (30.9KB)
It’s Black Friday! Have you been out to brave the cold and wet in order to battle it out to get a great bargain? Many people are doing their entire Christmas shop today, and in the fight for 32” televisions at 30% off and 3 for 2 beauty products, stores are struggling.

In fact, a number of the largest retailers in the UK have suffered some technological issues. Websites are down everywhere, and others are extremely slow, meaning you could be stuck in a virtual queue without even leaving the comfort of your home. 

Big Branded Websites Are Down 


Here are a few of the biggest Black Friday eCommerce site fails we’ve seen so far today:


Argos



Currys PC World




Game





John Lewis 




Tesco



Net-A-Porter 





Boots

How to Beat the Traffic Crash


Prevention


Too many customers is a great problem to have and the obvious solution to these website issues is prevention. 

Stress testing beforehand is a great way to see if your site can handle the spike in traffic. 
Try compressing your web content into zipped files, which are left unzipped for visitors’ browsers. This can reduce the load on your site, making it load more quickly and improve the user experience.
Many people will research items and make purchases using their phone or tablet, so prepare for those using mobile devices by creating a lightweight version of your site. A pared-down version will be more mobile user friendly and take the stress off the main site. Start by removing elements that may be eating up data, such as auto-play videos and large images, and go from there. 
Consider using a content delivery network. This is a third party site that will host your content and present it when users navigate to your pages. CDNs mean the load is shared out among other servers and will lessen the pressure on your main site. These should take only a few minutes to set up and can save you a lot of effort in the long run. 

Solutions


But Black Friday is now here, and if you’re looking to maximise sales without user experience being affected here are a few things you can do to ensure your site stays up and running – or gets back up as soon as possible. 

Take a look at your plugins. You may have added extra for this particular occasion, and they may have clashed or overloaded. 
Ensure a stable checkout process, so customers can quickly and safely make a purchase with no tech problems. Make sure your site can handle multiple orders at one time. 
Could your competitors be spamming your site or stealing your bandwidth?
While you are sorting out the problem keep customers up-to-date through social media. Give updates every few minutes on the progress and apologise for the inconvenience. In the meantime, you may also like to let people know when items have limited stock, are sold out or selling quickly, as well as providing info on your best deals of the day.
Integrate a queue system with a countdown clock to help funnel customers through to your site. This way you can keep control of the number of people on your site, and prevent further problems. You’d think Argos, would have got this down since they do this in their actual retail stores. 
There’s a great example of this on the Currys PC World site.
Are your PPC ads too effective? Your digital marketing agency may have implemented campaigns for Black Friday to boost traffic, and now you simply have more than you can handle. Scale these back and see what happens. 

Have a go at a few these things and see if they make a difference. And if you are looking for more tips and tricks to improve your eCommerce site, check out a few of our blogs

The best of luck with the rest of the sales in the run up to Christmas and the New Year! We’ll be keeping our eyes peeled for more examples of crashed sites, let’s hope yours is not on our list.  

(image: Colderice)

Google announced this week it is updating Analytics for enhanced ecommerce. What does this mean for you if you run an online shop?

Enhanced eCommerce for Google Analytics 


This latest development means eCommerce store owners will be able to quickly access more data regarding how customers are interacting with their site. Under the AdWords section, Google Analytics will reveal a customer’s buying journey, from start to finish, whether they end up making a purchase or abandoning their cart.

So why do this? Well, knowledge is key! By finding the reason behind each click, Google is helping you to redesign and remarket your site with a funnel optimisation strategy that works. 

Danny Gavin, Vice President of marketing at Brian Gavin Diamonds, a company that has been given the opportunity to test the new features ahead of their release has said: 

"Enhanced Ecommerce in Google Analytics made it extremely easy to analyze the metrics that are important to an ecommerce site and garner the insights to make smart changes to our website, driving significant improvements in performance!"

So what should we expect from Google Analytics? 


Enhanced eCommerce sounds great, but what exactly does this entail? Well, here are a few of the features and changes Google Analytics will be rolling out over the next few weeks. 

Overview and product performance reports – This is an overview report that includes data on revenue and conversion rates. Overview and product performance reports will tell account holders how many refunds were issued, the rate at which people add products to their cart and how quickly purchases are made after viewing product details. 

It will also include handy information such as the average number of products per transaction and ATVs (average transaction values). Marketers can view this performance according to product category, product type or brand, and go from there!

This information uses string values, so it is possible to make business relevant taxonomy, to inform your marketing efforts. 

Shopping analysis reports – This AdWords’ report will be more detailed, and will reveal a detailed analysis of how site users interact with content, such as how they view, select or remove products from their shopping basket as well as completing or abandoning the buying process. 

As always, account holders will also be able to access bounce rate information and time on site data in order to inform bid optimisation.

Affiliate coder reports – Product performance info is great, but you also need to look at internal and external marketing. The affiliate coder reports will look at these and how they support the product pages. 

They will look at affiliate websites that drive traffic to your site and how this influences purchasing and revenue. 

Product coupon reports – These reports look at how effective a product-level coupon is. It will take into account revenue, unique purchases, and ATVs. 

For example, if you are planning a New Year’s sale you may want to advertise this on a scrolling banner on the first fold of your homepage. Product coupon reports will look at how effective this is by listing views, clicks and CTRs (click-through rates).

Product list performance reports – Products on your site should be logically organised into product groups on similar items. This report will show you how well these lists work, and if they help increase or deter sales. 

In this report there is also product attribution data, which gives product level credit to the last viewed product list. This can tell you which lists are doing best in terms of conversions, and if visitors are using category pages or search results. 

You will of course have to set these reports up. If you have a Shopify online store and the new responsive checkout this is easily done through pre-built integration. Find out how to do this with the official launch partner here

 

The new reports will be rolled out worldwide over the next few weeks, so don’t panic if you can’t see the option available just yet. In the meantime, why not learn more about AdWords and Analytics by reading some more of our blog posts. Remember, information is key!  
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Strong client relationships, completely transparent work and decent results, are all important factors to Liberty Marketing Ltd. And that’s why we are particularly proud of the work we have done with Maytech over the past year.

365 Days of SEO


On the 6th November 2014 Liberty teamed up with Maytech to present a case study at the Emirates Stadium for Figaro Digital’s Digital Health Check and Marketing Summit. 

Maytech’s Marketing Manager, Georgina Park, spoke alongside Liberty’s Account Coordinator Jenna Loman, and SEO Specialist Joe Tannorella, in a presentation of the work we have done together over the past year. In fact, the presentation was held a year to the day we took Maytech on as a client!

The presentation covered:

Why Maytech came to us one year ago. What their problems were and how we thought we could help.
Starting the project; how we did initial work and compiled a strategy.
Forecasting SEO; how, why and what was the result?
Ongoing work; what we are doing month on month, and how we do it.
Results and what we have learnt. 

Take a look at the full presentation below:


Where to See Liberty Next?


Do you have a question about SEO, PPC or social media marketing? Then come and say hello to us at the next event!

Liberty’s MD and owner, Gareth Morgan, will be speaking at the Search Seminar on the 11th December 2014, at the Hospital Club, Covent Garden. Here you can learn about paid and organic search on the web. In the meantime, take a look at some of our blogs! 

7 minutes, 21 slides and 21 seconds per slide, and the subject of 20 SEO quick wins that can be done in an hour. This was our challenge when asked to present to over 200 marketing professionals at an industry event in London.


20 SEO quick wins that can be done in an hour!


Ben Magee, a Senior SEO Account Coordinator here at Liberty Marketing shared his knowledge and expertise with the event delegates at the Figaro Digital event. He provided them with a range of different ideas and practical advice to help them boost their search engine visibility.

With only a brief amount of time, but a vast topic to cover, a lot of planning went into knowing where to start. Which specific areas of SEO should he cover, and how should he demonstrate them?

Ben chose to cover familiar subjects. Meta titles, meta descriptions, keywords, link building and content planning were all covered, as well as the benefits of using SEO tools, personas, content audits and competitor research to improve search engine performance.

It was a lot of information to cover in a short period of time but Ben managed to do it. And judging by the amount of questions and interest shown at the end of the presentation he certainly provided plenty of food for thought for the delegates.

To watch the full video of Ben’s presentation head over to the Figaro website here

Why do SEO?


Search engine optimisation is one of the key digital marketing services we provide for our clients. Planning and implementing effective SEO strategies will have a huge impact on the performance of your website. There are numerous tactics you can use when planning your SEO, we have written numerous blogs and articleson this subject, providing our thoughts and opinions on specific methods that are available. 

Ideally SEO should be a key feature when planning the design and build of a website. And implementing a strategy from the outset is essential. However, many of our clients approach us to work with them on existing websites, or when planning a redesign of a current website. And this is often where these quick wins can be implemented for fast results. 

So, where do you start? How do you plan an effective SEO strategy? How do you measure and evaluate its success? Get in touch and we will be happy to help. Or take a look at a few of our blogs to learn more on what Liberty Marketing is all about. 

(image: Mungous under CC BY-SA 3.0)

Do you work for a university or higher education establishment in the UK? Then you may like to know how potential students find your school’s website, that way you can attract more.

Latest Data Says Student Search is Changing 


According to the latest release of data from Google, in September 2014 there was a 1% increase in searches for universities, colleges and other forms of higher-education, compared to the same quarter in 2013. And although there is little growth, what is most recognisable is the change in the way students are searching for information. 


Google has reported that there has been a 20% year-on-year increase of searches using mobile phones. There has also been a 14% increase in the volume of searches made by tablets, but a 6% decrease in the number being made on desktops. 

All UK colleges and universities are being advised to act upon this data, and to optimise their websites for these mobile devices.

What We Say 


Gareth Morgan, Managing Director here at Liberty Marketing, has said, 

“The education sector is a fast changing market that does, due to the demographic of principle target markets, have an increasing reliance on the internet, especially those seeking to attract overseas students. The Google data showed that among searches worldwide for UK universities, 40% are from outside the UK. The biggest international regions for searching for UK universities are Asia Pacific and Western Europe.”

The best universities will already have adapted their digital marketing plans to contain search engine optimisation and pay per click, but it is important to consider a mobile responsive design as well. 


“User behaviour is often different when searching using a mobile” Gareth explains. “Mobile search terms are shorter due to the size of the screen, smaller keypads increase the use of abbreviations and cause more typos. These factors can make mobile searches significantly cheaper than desktop searches. 

People also search on mobile devices at different times to those searches made on desktops – the majority of mobile searches are made in the morning and evening. Cost per click and cost per acquisition rates are generally less expensive and regularly achieve better results.”

And let’s not forget organic search engine optimisation.

“The speed at which your pages load, the structure of URLs and reduced keyword content are just three important mobile ranking factors. And it’s also important to point out that Google has specific mobile ‘bots that trawl the internet, monitoring and evaluating mobile websites.”

Mobile searches may one day take over desktop searches, but when? Tweet us your predictions!


Happy Halloween from Liberty Marketing! We're getting into the spirit of things today and raising money for a good cause - guide dogs! 

We are selling creepy cakes, having a spooktacular raffle and offering tarot readings. So pay us a visit - if you're brave enough.


(image: ToonPool)

Google Analytics may seem like a massively confusing system that you’ll never get your head around, but once you understand the basics it’s pretty easy to navigate. Here are a few simple ways marketers can impress senior management with their Analytics knowledge:

1. Tell your boss how people find your website 


It’s easy enough to just assume people find your business’ website through typing in the URL or searching the company name in Google. But is this how your customers actually find you? Where are the cold hard facts?

Google Analytics provides you with data, so you can show your boss exactly how the website is being found. It will tell you exactly what search terms have led to the site, and give you an idea of which keywords should be used to optimise the site copy.

2. Tell your boss if social media is working


Most businesses will now have company social media accounts set up. If you don’t, do it now! When looking at how people find your website, take a look at these accounts and see what your return on investment is like. Are you spending way too much time on them for little custom, or maybe you don’t post or interact enough? 

Knowing how successful your social media campaigns are can mean the difference between hiring a social media assistant or not. It may also give you an idea whether social ads would be worth investing in or not.

3. Tell your boss what’s making them money 


If you run an eCommerce site then you cannot only check where your traffic comes from, but you can create a custom report on how this is (or isn’t) making them money. This can be automatically emailed to your superiors then at a scheduled date – perhaps at the end of each month. 

4. Tell your boss which pages are most popular


Your homepage should be your most popular page, after all it is the gateway to the rest of the site. But after this, what is the second, or even the third most viewed? Google Analytics will be able to tell you this. 

Once you know which pages are clicked on the most, (and are leading to conversions) you can analyse them. What is this page doing that others aren’t? Is it more visually appealing? Or maybe more relevant? With this information you can also see if your optimisation is directing traffic to the right pages, or whether you need to pitch a change of plan to your superiors. 

5. Tell your boss who your target audience is 



You may have a persona that you would like to target your business at, but are these the type of people who actually use your service or products? 

Google Analytics can provide you with an Audience report, which will show if you have the right idea when it comes to your target market. These reports can provide you with information such as where your customers are from, how old they are, if they’re male or female, as well as their interests. 

This is invaluable data that can ensure you are creating the best ads, blog posts and general campaigns you possibly can. 

6. Tell your boss if your email marketing is working


Google Analytics isn’t only for analysing your website, you can also monitor how successful your email marketing is. Google Analytics can tell you which links, in what emails, have increased traffic and conversions. And once you know what works (and doesn’t) you can tell your boss where they need to spend their money, to make money. 

7. Tell your boss the cost of each customer 


How much does it cost you on marketing for every customer that you receive? Of course your boss would want this to be as low as possible to maximise profits, so any help with putting a definite figure together would be helpful. 

The cost of each customer per channel is the average amount spent on marketing campaigns to attract new customers. Knowing this value will help you understand which methods have been most successful and will inform future marketing campaigns. 

To work out your ROI through cost per customer, you will need to do the following calculation:

ad spend / lead = cost per lead

8. Tell your boss today – it’s free!


Google Analytics is completely free, so why not give it a go? You have nothing to lose. 



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