One of the biggest pains with the search engine marketing industry is the relationship between Search Engine Marketing service providers and their clients. Search Engine Marketing transparency from start throughout the entire project is crucial. Setting clear expectations from the outset, and for all parties involved, being able to abide by them is a must. After all, a deal was agreed upon to begin with to be able to help a business bring in more dollars than was spent, as a primary goal.
Primary Search Engine Marketing Transparency Goals
After the primary goals (sales numbers and dollar amount), the next common secondary goals include tracking leads. Tracking leads include tracking the number of inbound calls and form submissions. For inbound calls, one could use CallRail, CallTrackingMetrics or even Twilio. All of those do a great job of tracking the number and duration of calls coming in. CallRail and CallTrackingMetrics take it a step further and can track whether the call came in from organic, social, paid search, and others, even telling what keywords or campaigns a call originated from. Ideal for transparency. For form submissions, if you are using WordPress, the Contact Form DB plugin for WordPress does an excellent job of tracking forms from essentially every single WordPress form plugin. Other methods of form tracking include blind copying (BCCing) yourself on a custom programmed mail sender, or using 3rd party form builders such as Jotform or Wufoo. This will increase your search engine marketing transparency significantly.
Other Search Engine Marketing Transparency Goals
Tertiary goals usually include being able to increase rankings and targeted organic, paid and social traffic, and other targets. If the campaign is for search engine optimization, then rankings and organic traffic would be a good start to build upon for your secondary and primary goals. If you were doing an AdWords PPC campaign, then tracking the cost-per-click and quality scores would be an additional lesser goal in addition to your Paid Campaign report in Google Analytics. For social campaigns, you could use tools to read social signals, and get total numbers of new likes, shares, follows, and comments to get metrics to support your higher goals in the campaign. Having trouble getting transparency and clear ROI with your current agency? Give the experts at Shark Bite SEO a call today at 1-866-640-8880 and ask for Scott.