A couple years ago, a friend sent me a picture of us over Memorial day weekend at the pool. I have to say – I was disgusted… She looked great in her bikini, but me??? Not so much. In fact, I was disgusted at how much I had let myself go. All I could think to myself was “Man, you got fat!”
By the next day, I got a workout routine from my cousin Dean who is an amazing personal trainer and I got started. His #1 tip? It wasn’t about working out, or even what I should eat. It was to measure everything. How long I work out. How much weight I lift. My beginning weight. My body measurements… Everything.
“Why do I have to measure everything?” I thought. “Can’t I just start working out?” So I skipped that step. By the end of the week, I quit because I worked my butt off, I was tired, and I GAINED weight!
By the following week, I figured “fine”. I’ll start measuring… I bought a scale, I measured my waist, my thighs, my arms, and kept track of all of my workouts (none of which I could actually complete for the first 3 weeks). However, because I was measuring – I was able to celebrate each success along the way. Better yet, improving upon those small successes continued to get easier and easier!
When I was discouraged because I hadn’t lost weight, I could celebrate that I was dropping in waist size. When I hadn’t lost waist size, I could celebrate that I had gone from being able to do 5 pushups – to 50 – to 500! Amazing things can happen when you’re measuring your successes.
What does that mean for you as a business owner? The same thing…
If you’re not measuring how effectively your advertising dollars are being spent – you have no way to improve. For 90% of advertisers – that means you stagnate or worse — you quit.
Here are 7 things you should ALWAYS be measuring (and tracking) when advertising on Google AdWords. Measure those 5 things, and I guarantee there are at least a dozen ways you can improve to get more sales, while spending less.)
- Phone calls from website (And there is no excuse for not doing this now that Google helps you do so for free.)
- Actual value of each purchase
- Conversion rate of mobile phone visitors vs computers (You’d be shocked at how different these metrics can be & until you know that difference – you’re missing out.)
- Which sitelinks & call extensions are working best.
- Result of ad split tests.
- Return rate of visitors (via remarketing)