Clicks Explained

All right, Mike back here again this time with, we’re getting to the fun stuff finally no more slides for this presentation, we’re going to talk about clicks clicks, explain, and local SEO tools & Digital marketing, just comes down to very free very very simple things, it’s traffic getting your offer, into a place where people can see it. That’s what traffic is getting your name your business out in front of the people who are looking for, wherever that is, Google Ads Facebook we talked about all kinds of traffic in the, in the last video, clicks are not all created equal. Now, you people just there’s yada yada yada yada stutter.

Often, people just want to see some, some, some visitors on the website, okay they want to go to analytics and see the people have been visiting their website. And the reality is a lot of times, you end up with all the wrong traffic coming, and this is why not all clicks are created equal. When you’re targeting the right traffic, presenting them the right people with the right offer in writing the right copy, you end up with clicks that you want. And it’s just sort of a long way around Seen, we want to make sure that we are spending all of our efforts, trying to get the people who are going to engage with our content. Okay, so let’s just have a look at some, some analytics, and I’ll show you a couple of different ways that cliques are not our friends, and the kind of cliques that we want. So, the, this is a Google Analytics account, and this is from the last seven days this is the last week. This is a local business client. I’m gonna, I’m gonna phase out any business information we’re not sure anyone’s information, not that there’s anything pertinent here, it’s just, um, you know, it doesn’t really matter who this is. So local business claim, You can see this is the type of traffic that they get. We average around 50 visitors a day to this website. These guys are very very busy. They’re a contractor their average project is about $50,000. And when you’re a local business, and you’ve got 20 to 50 website visitors targeted website visitors every day, you’re going to make a good living. That’s all you need. You don’t need more sure Moore’s great. Everyone’s looking to grow. But, 20 to 50 visitors a day is a good healthy local business, that’s from my years of experience. Okay, so let’s just kind of look at this traffic break it down, what you see when you go into Google Analytics. This is traffic by source that’s how we’re traffic by all sources. That’s how we’re looking at it, and I’ve sort of, I’ve, I’ve, I’ve ranked, these, these columns here by a goal that we have, which is a three minute website visitor. Okay, so you think about three minutes on a website, think about your own website usage, how often do you come off of a search and spend a lot of time on a website. If you’re engaged you do, right, you look at multiple pages you look at everything they have to offer, you’re looking for specific things. If you’re not engaged you don’t, or you bounce right, so let me explain a couple, a couple of these terms under Behavior bounce rate, simply means the number of, it’s a percentage it’s expressed in a percentage, 100% means they didn’t even wait for the page to load. Okay, they clicked, never got to your website, zero would mean they clicked, and they spend time on your website. Okay, so your bounce rate as a percentage is a number that you want to see low 60 to 70%, pretty average. Okay, so we’ve got a reasonable bounce rate overall for the traffic coming to this site. Now we can look at the engagement across these different sectors. Okay, and let’s find the lowest bounce rate. So look at here if someone came from Google, or from Yahoo organic one visitor, okay, we’re not doing what we’re not we’re not promoting stuff on yo, but they spent 20 minutes maybe they turned it on and forgot. Duck Duck go. Three minutes 0% Okay, somebody came, we had visitor from mobile Facebook bounced before it before it for the page even landed, and the same with Facebook, on average, these people are just bouncing. Okay, so it gives you an idea of the quality of traffic that’s coming through the website now, we’re not doing any Facebook advertising in this campaign, but the people who are hooking links coming from Facebook, they’re not that engaged. Okay, versus someone who came from being organic, okay 50% Bounce Rate Two people came, these aren’t big numbers I’m starting down at the bottom here, but on average they visited five and a half pages on the website, and spent over a minute, that’s pretty good right that’s not bad. Duck Duck go which is a search engine as well. Again, four pages on average over three minutes. So those are reasonable clicks. And then, let’s start to look at the, The, the, the other stuff up here, people who came directly to the website. Now, this is a little exaggerated, because I know we have a number of people on staff at this company come to the website to use the form, all the time. So, in this, in this case, I know this number is skewed by that and I’m okay with that, but they’re not coming through their Google, Google Business Listing. Now we, I always set up my clients use a UTM codes we can measure the traffic that comes from Google Business Listing right, that’s important. We’ve got good traffic coming from there. People are looking at almost three pages spending over three minutes, 12, or 38% of them spend more than three minutes on the website. Google organic is a big portion of the traffic here less than 50% Bounce Rate, just about two and a half pages visited over three minutes 25% visit for longer than three minutes, and Google CPC bounce rate is 67% Not bad for Pay Per Click, people are spending a minute and a half. Not bad, on average they’re spending about three minutes, but when I switch this up, the metric appear to requested estimates, we can see that Google CPC is really performing for us. Okay, it’s Google CPC and local organic or Word and and organic are three main sources of quality leads for this customer so clicks, aren’t all created equal. If you look in your analytics, I’m going to show you another example. You can see where some referring social media platforms domains, other places may not be giving you good quality traffic at all. And when it’s free, it’s not that big of a deal. Right. But when you’re paying for it, you can use your analytics as a way to measure what’s effective and what you want to do more of. In this case, I don’t see anything that we’re doing here, social, that’s really driving traffic now sure it does, it may create some repeat visitors right, you’re doing more on social than just driving leads, you’re branding, you’re getting your name out there, you’re engaging with people socially so that when they are in the market for whatever your product or services, they may remember you. And so, there is a really good purpose, to social media, even if it isn’t driving people through your website, but just understand that, that that’s how that works within your marketing mix, and consider that when it comes time to allocate your actual time and money within your marketing budget. Now let’s just look at another site, and this is. This is also from the last week this is also a client of mine and I logged in so we’re, we’re recording this on May 20 today. And so the last seven days, and I saw this spike in traffic yesterday, and I go, Well, that’s interesting what’s going on there, and I dug into it. To find out that we got a whole bunch of clicks, coming from some spam referral. Okay. This is an extreme in terms of clicks that are invaluable, and this isn’t all that big of a deal, it’s not causing us any damage or harm, and we’ll disavow links if we have to definitely I’m going to filter out filter this out of analytics so it doesn’t skew our analytics in any way, but you can see that these people come in. Although the bounce rate is zero this is bot traffic, the bots scrolling to pages, clicking, and it hasn’t resulted in any goal completions here. Now, the goals that we track for this customer, our form submits and phone calls, and we’ll talk about conversions in a minute, but you can see our Google CPC account that we’re running for them. It is, it contributes. The majority of conversion so this is uh, this, this business is a drain cleaning business. Specifically they you know they when you when you have got a backup drain or sink or or sewer. These are, this is the kind of company you would call, not a not a complete plumber but a drain cleaning business. And so their business is driven by on demand, phone calls, and, and not so much form submits phone calls, and we know that a form, they get a phone call, they’re going to close 98% of of these phone calls, so we’re able to measure them and track them and give them an average cost, and know for effective and if our advertisers generating revenue for advertising is generating a return, that’s very effective for these guys. So if we to look further down into these other metrics we’re talking about looking at bounce rate, we’ve got some other referral traffic here, that’s not doing a whole lot in this website direct we might see that and see zero here, but it’s it’s contributed to to conversions and I know, in particular, that this is a button on the website that is a phone call, a phone click, and so we’re okay if people search, come to this website, don’t spend any time at all and just click phone because they need the guy to come and fix the dream right, we’re okay with that. We’re not looking for, they’re not buying a $40,000 renovation, so they’re going to spend less time in making the decision to click. Does that make sense, hopefully it does, it all depends really on your industry and your vertical, and what it is that what your product or services that you’re selling, it’s an on demand thing if it’s something that people plan for your metrics are all going to be a little different depending on that type of setup, but you can always look to these types of things in your analytics and see if your clicks are valuable from that source, or if they’re not, now we’ll explain that one other way. Going away from Google Analytics directly and going to a traffic source which is Google My Business now again I’m going to take the information out of here. The business information. And if you go to your Google Business Listing. Okay, we’re huge on Google business listings with local business okay, this is a this is a major source of qualified traffic, and if I back this out again.

What do I do what I do. Back this out again, up there and go here, and we look at this business that this first one that I showed you, I’ve been working on for some time. The second one is, is relatively new, with me still. But if we look here, a local organic, this is traffic coming from the Google Business Listing. As I mentioned we track it, right. And you can see this is good quality traffic, we’ve had in the last seven days 10 estimate requests come from the Google Business Listing and people on average are spending over three minutes on the website. So good quality traffic now. But here’s the Google Business Listing I’m going to show you two. One is fairly new to me. And if you go to, insights, you can see what queries are used to find your business. So these are the keywords that people have typed into Google on their phone or on their tablet or on their desktop that’s brought them to your Google Business Listing valuable analytics right. And typically what I find when I take over. Digital Marketing for a client, if they haven’t had good stuff going on is when I come in here, they’re going to be found for all kinds of things, people will have clicked they won’t have a lot of traffic, first of all, hey, let’s go here first and look at the traffic, I’m creating work for myself because I got to edit the video and take the name of, but look at the traffic, okay 400 583 views. Not a whole lot of stuff going on here. This is in the last 28 days is how they, is how they do that. Now if I go into insights. We can see the queries that have been used to that have attracted people to by Google Business Listing. And the good news is, because they’re a drain cleaner that we now have Drain Cleaning is moving up okay not a lot of traffic yet, but it’s moving up, but look at this 24 hour mechanic near me, not related. Bad clicks okay bakery near me, definitely not related, bad clicks bathtub cleaner, no. Drain Cleaning bathtub cleaner. I’m guessing not related bathroom near me, not related, best drain cleaner, maybe, you know, could be best plumbing slightly cleaner solution clogged drain. So, we’ve kind of for me. Starting here we’ve gone from no traffic to starting to get some traffic getting traffic for keywords not related to us to start in to get our keywords, going, and as we work more on the search engine optimization of this site, integrated with the Google Business Listing. We will start to see more of the right traffic. Now let’s compare it to another client. Okay, this one I’ve been working on for a while. So if I show you the same information. Now these are these guys are not in related industries. Okay, so, and they’re not even in the same city, so you can’t compare. It’s not an apples to apples comparison in terms of what volume might be available from one to the other, the other guy isn’t missing all of this same volume, necessarily, but he potentially could have a lot more think that he could. Anyways, so we’ll see where that goes. But you can see here, this Google Business Listing is a real source of traffic over 4000 views in the last 28 days.

Okay, now if we go into insights. Once again, we can see the queries in the volume of queries of the queries that this business is being is showing up for. And this is all related these people, this business deals in automotive scrap vehicles. Okay, So, auto wreckers they’re located in Calgary, auto wreckers junk yard scrap metal junk yard scrap yard junk yard, junk yard, scrap Calgary junk yard. I would say 90% of the traffic now some people looking up junk yard aren’t going to be customers for what these guys do. But all of this is everything on here, all of the top 10 search terms are within the realm of what they operate in. So good traffic, and then you can look down here and see what that means to them in terms of business, total searches. 32 people came directly looking for him by name, this is in the last 28 days 25 people were looking for his branded terms. Okay, branded terms again would be related to his, his name in this case because he doesn’t have any specific brands that he works with other than that, and then almost 4000 or 99% of them found them, because of how we’ve set up the listing for his products and services. And when you think about that, that’s really what we’re doing digital marketing for right, all the people who know you and know your business by name, they know how to find you, they call you, they go directly to your website, that type of stuff, it’s in, typically, unless you’ve got a huge circle of influence. That’s not enough to keep your business going or depending on your business, maybe. But for most local businesses, they are looking to attract all of the searches the search traffic, the website traffic, the digital traffic for people who don’t know them by name, but know that they want their products and services, and that’s what I’m trying to show you here, and so you can we can look here over the last quarter, that’s resulted in for these guys, you know 56 visits to their website 51 phone calls, And that’s free traffic, you know, we do some some optimization obviously to get this listing working well, but that’s free traffic, and these clicks are related. So hey, to summarize, with clicks clicks explained, not all clicks are created equal. If you get into doing a Google campaign. One thing I didn’t talk about so far, we’ll talk about that and conversions, and you decide you want to run maximize clicks, Google will give you clicks, they’ll say yes sir. No problem sir, three bags full. Sir, and you’ll get all the clicks that you want to pay for, but they may not be related, they may not drive conversions, they may not do very well for you, and you may end up wasting a whole lot of money. The same goes for PayPal or paid Facebook being any pay per click, format, actually, if you don’t set it up properly and optimize it properly, you’re likely going to end up with at least some degree of traffic that will be wasteful clicks explain checkout conversions next that’s going to be fun too. Thanks for being here.