Conversion rate per channel [19659026Beforesharingwithyoutheconversiondataoutofthe208companiesIinterviewedonly73ofthemhadgoodnumberstracking
If you want to succeed as a marketer, you must set up your tracking correctly.
You do not have not to pay for an analytics solution, you can just use Google Analytics and set up a goal and a conversion. followed. It's better than nothing.
Here is the average conversion rate per channel:
When you examine the conversion data per channel, you will notice that I've combined the SEO and content marketing because they go hand in hand.
The more content marketing you do, the more things you do about SEO.
The chart clearly shows that paying ads are getting better. And they usually do it because you can control the landing page of the traffic. That's why I love paid advertising!
Just look at these 2 pages below. They are both on page 1 of Google for the term "auto insurance".
This one takes the head of the classification thanks to the paying advertisements:
It is obvious that the paid person converts better . The design focuses on converting a user into an auto insurance client. The organic list (the second one) contains tons of text because, without the content, it would not rank high on Google.
But looking at pure conversion rates does not tell the whole story, because some marketing channels are more expensive.
To get an idea of the effectiveness of a marketing channel, one must examine the performance of marketing expenses.
All it does, is display the return based on marketing expenses.
For example, although Facebook ads are not converted as well as Google ads, they are much cheaper. Of all the companies we interviewed, they generated an average of $ 3.04 in revenue for every dollar spent on Facebook ads.
Again, that does not mean a profit. But generally, companies will not continue to spend money unless they are profitable.
What's interesting about these data is that they show two things:
- That makes sense because it's a lot cheaper to advertise on Facebook and it did not exist that long than Google. The cost of Facebook ads is growing rapidly and, over time, the return on ad spend will likely be different with Google AdWords.
- SEO Produces the Best Returns – Assuming Conversion Tracking is Correct You can focus on increasing traffic from the right keywords that drive sales. The only problem with SEO is that it's a long-term game and you will not see the results instantly.
So what's wrong Neil?
Well, nothing yet, because you do not have all the data yet. 1965
Let's look at some other trends and data points …
First, the price of paid ads is increasing, which means you can expect to pay more each year.
Google generated $ 50 billion in 2012 and $ 109 billion in 2017. Yes, Google generates revenue outside ads, but ads still account for 90% of their revenue.
Users do not click on the ads. However, companies are focusing their marketing budgets on ads. Did you know that only 2.6% of searches resulted in a click on a paid ad?
It's crazy !!!
19659003] 34% of searches do not make clicks because Google resolves many queries via their knowledge graph, which means that a user will not have to click. Plus, people click on images, new stories, map lists, and everything Google decides to show.
But the majority of the remaining clicks go to organic listings.
So, why do you focus all your efforts on paid ads?
Think about it. You know that advertising costs will continue to increase because they have finished with time. And users prefer to click organic listings, but you still spend most of your budget on paid ads.
And no, I'm not saying you should not use paid ads. Heck, I still think you should spend most of your marketing budget on paid ads because they are easier to adapt, they convert better and you will see an instant return assuming you know what you are doing. ] But what you should do is optimize your SEO expenses because they generate the best return.
Here are three lessons for your marketing efforts and your investments in time and money.
Lesson # 1: Be Good in SEO
You Have No Choice!
You're going to have a hard time making your business profitable while your customer acquisition costs keep growing
If you do not believe me, just look at the revenue graph from Google that I shared above.
And learning SEO and creating links on the page is not enough. To do well these days, you will need to integrate social media marketing and content marketing.
But here's the beauty: if you do it right, your SEO cost will decrease continuously in relation to traffic and sales
Let's look at NeilPatel.com
I have been doing SEO on my own site for many years. And when I talk about SEO, I'm talking about social media marketing, content marketing (including podcasts and videos), and crazy experiences.
Here is my overall traffic excluding any kind of cost per click for 2015
] 2015 traffic ” />
A total of 868,821 unique visitors. During this year, I spent $ 320,301 for SEO, excluding CPC ads.
In 2016, I generated 3,448,929 unique visitors and $ 1,430,133 for SEO, with the exception of CPC ads. ” />
Finally, I generated 7,442,647 unique visitors in 2017, for a total of $ 581,495 in SEO efforts, excluding CPC ads.
2018 is not finished yet, but my costs are still
Technically, if you include the amount I spend to build the Ubersuggest tool, it will be higher … but this is not really considered SEO.
Here's a recap …
In 2015, SEO was very expensive for me, from the perspective of cost per visitor.
I really wanted to progress faster and in 2017, I started running out of space to spend my money and, of course, my growth rate slowed down.
If you are accelerating today, my cost per visitor is considerably lower than 2017. But still … I am able to generate a B2B visitor for less than 8 cents.
This is ridiculously cheap considering some of the terms for which I rank would cost $ 11 a click.
In other words, SEO is very expensive at first, but it generates one of the best ROIs, because you do not have to keep spending money at the same rate to generate the best results.
Spend money, your traffic and your sales will stop. And if you want to evolve quickly, it tends to cost more per visitor instead of less per visitor, as for SEO.
If you want to optimize your SEO efforts as I recommend, make sure you know what is causing an ROI or you will lose time and money acquiring traffic that will never be converted into sales.
Lesson # 2: Ugly is the new sexy
I asked a simple question to each of the 208 companies. Can you guess what was the answer?
No, it was not natural referencing.
That was the conversion rate
The second was SEO
If you already have traffic, conversion optimization is one of the easiest ways to progress. with tests that work better than your control.
But here's what's interesting … less than 1.7% of marketing
I understand that companies that generate less than $ 5 million a year in turnover do not spend a lot in CRO because they do not have as much traffic.  But if your business generates more than $ 5 million a year, you should consider allocating more of your budget to the ORC.
Yes, it's not as sexy as SEO or Social Media, ] Lesson # 3: Do not Forget Lesson # 2