Improve paid search lead-gen with cohort analysis
Adopting cohort analyses is a powerful means to assess trends, retention and path to purchase. Contributor Megan Taggart explains how to implement the model in your paid search reporting.
When reporting paid search results, business to business (B2B) marketers often field a few recurring questions from stakeholders, clients, or internal teams:
“Why am I seeing an influx of search clicks and leads, but no opportunities or closes?”
“We spent $15K extra in search this month, so where are the results?”
“How does search contribute to retention?”
These are important questions because they are top of mind for stakeholders. However, the ability to strategically and correctly answer these questions about search campaign effectiveness over time requires both deep reporting capabilities and a strong grasp of your organization’s attribution model.
Many search pros are proficient in only one of these areas, often painting half of the paid search picture. The resulting gaps in measurement, analysis, optimization and how marketing dollars are spent leave stakeholders less than enamored with the results.
Search pros have other tools in the toolbox, though, that can better equip them to respond to those burning client questions.
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.