Measuring your ROI and determining your advertising spend does not have to be overly complicated if you just need a back-of-napkin estimate. Here is the easiest way you can get the numbers you need to start making better decisions about the money you spend online.
Open your Google Analytics (GA) and create a Goal from a Product (page) to a Lead form. Wait a week or whatever time-frame you think will give you a good sample. Then look at your GA Acquisitions > Sources. You should see something like this.
In this view, the Goals we have setup clearly illustrate the quantity and quality of leads each source produces.
Back-of-napkin we can immediately see a dramatic differential between the Quality of Organic visitors versus our paid sources. If your report looks similar, you are asking “Why are we not budgeting more to acquire more Organic Traffic since those visitors are far more productive?”
Expedience
- Most businesses do not think about Organic visitors as something they can get more of (quickly).
- Most business spending goes ONLY to CPC (Adwords/PPC) and 3rd Party Leads because they both produce tangible visitors as soon as you submit your credit card.
- But NOTE: If we spent $5000 on #4, we wasted $5000 – the only thing expedient there, is how quickly we are going broke!
Perennial Traffic
- Spend on CPC (Adwords/PPC) and 3rd Party Leads has 1:1 proportion. You must pay for each visitor. Stop Spend : No Visitors.
- Spending on Organic visitors is perennial to your ROI. Small but gradual spend : Ever More Visitors.
Don’t take your Organic Traffic for granted.
By the way, “I have a website, they will come” is not the correct way to pursue your Organic Traffic strategy. A better analogy is to view your Organic Traffic as gardening.
Grow more organic visitors! Organic visitors are the only perennials in your garden and all gardens need tending and patience to produce good yields. Now you have made a better decisions about your Internet Advertising spend.