SEO, PPC and Metrics

With 90% of consumer buying decisions starting on the web, it’s more important than ever for your target customer to find you.

That’s why SEO and PPC can be critical in your campaigns’ success. Reviewing backend metrics reporting allow one to gain crucial insights and adjust campaigns for maximum impact.

In today’s digital age, the importance of Organic SEO (Search Engine Optimization) cannot be overstated. With over 70,000 searches conducted on Google every second, businesses are constantly striving to improve their online visibility and attract organic traffic to their websites. Organic SEO is the practice of optimizing a website’s content, structure, and technical elements to improve its visibility in search engine results pages (SERPs). It involves various strategies such as keyword research, on-page optimization, link building, and content creation. According to a study by BrightEdge, organic search drives 53% of website traffic, making it the most important channel for driving organic traffic to businesses. This statistic highlights the significance of Organic SEO in today’s highly competitive digital landscape.

Alongside Organic SEO, PPC (Pay-Per-Click) ads have become an integral part of online marketing strategies.

PPC ads offer businesses the opportunity to appear prominently on search engine results pages and social media platforms. According to a study by Google, businesses make an average of $2 in revenue for every $1 spent on Google Ads, showcasing the effectiveness and return on investment of PPC advertising. Additionally, PPC ads allow businesses to target specific demographics, interests, and behaviors, resulting in higher conversion rates and improved brand awareness. However, it is crucial to continually monitor and optimize PPC campaigns to achieve maximum results, as the ever-changing algorithms and metrics can impact ad performance. Regular analysis of click-through rates, conversion rates, and other key metrics is essential to ensure the success of PPC campaigns.

It’s important to define the metrics for a campaign’s success upfront. Your objectives and how you plan to measure success is critical. Similar to traditional media campaigns, reach still matters, but digital offers several new metrics we can employ to determine whether or not a digital campaign is delivering. We spend some time UPFRONT to define the Key Performance Indicators (KPIs) so your road to success is clear.

Continual Improvement

We don’t wait until the end of the campaign to take a look at the reporting. One of the most important advantages of digital is that we can take the temperature along the way and gauge performance. We check the analytics and the KPIs we’ve established and look to see if your campaign is meeting your goals. We monitor results by medium, website placement, target audience, clicks, etc. and keep a close eye on progress toward your goals. If things aren’t on target, we can still implement new ways to “optimize” and improve outcomes for success.

High Profile Group’s system of checks and balances regulates the project as well as the process. When we deliver the project, the advantages of our processes are evident. After completion, our work is dissected and an analysis is performed to measure performance and results. Procedures are re-explored; benefits are identified and enhanced. Finally, our client’s input allows concerns to be addressed so that future projects and processes are improved.

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