In the 3D world, where the food comes from, businesses put up billboards, advertise in papers and magazines, advertise on radio and T.V., posters and displays on shop fronts. There are others, but that’ll do for illustration. In the digital world, they do similar things. They run ads on platforms that might bring them traffic. They still advertise in magazines and papers, on radio and T.V. and put up shop fronts in the form of websites. Many companies spend a lot of money and get a great return without knowing exactly which ads or platforms worked for them. Mainly because they get so much data as feedback that they cannot process it all accurately. I suspect that most of them do something as stupid as this. Amazon advertises on Google for the keyword Amazon. Amazon ranks #1 for the keyword Amazon as you would expect. I bet they get masses of clicks on their ad at the top of the page when they could not target that keyword and get masses of clicks on their page link, which is just below their ad. They probably pay Goole handsomely for something they would have got for free. These geniuses in marketing haven’t caught on to the fact that millions of people type Amazon into the search bar and click the first result that looks like the Amazon site. Millions of people don’t type amazon.com into the URL bar, they search for it instead. Amazon gets loads of data about how many clicks they get without understanding that they are wasting their money. You don’t have billions of dollars to play with, so you have to be smarter than those in the Amazon marketing department. Fortunately, that isn’t hard. You need to be smart enough to set up split tests and use a good tracking tool. Regards, P.S. There are three that I use and recommend. The tracker in LeadsLeap is pretty good and free, but it’s not the best one you can use. https://lltrkpro.com/freetracking. Clickervolt is also free and has some unique features. The best one happens to be ClickMagick, and you can get a 14-day free trial here https://clickmagick.com/go/Burtm10. The question you need to ask is, do I need tracking or do I need accurate, detailed tracking? |