SEO

15 Digital Marketing ROI Metrics You Need To Know

Published

2 years ago

April 13, 2022

15 Digital Marketing ROI Metrics You Need To Know

Digital marketing and its corresponding metrics of success and ROI are evolving at break-neck speed.

Over the last few years (and especially due to COVID), the transformation to digital has accelerated years ahead of what was expected.

Any marketer who has ever dipped their toe into the Google Analytics pool can attest that the sheer volume of data available can be overwhelming.

In order to cut through the noise and accurately measure the ROI of your digital marketing efforts, it’s important that you’ve identified the key metrics you want to track.

In this article, you’ll find 15 essential metrics that will help you measure the ROI of your digital marketing, tell you if your efforts are successful, and show you where adjustments may be needed.

Which Metrics Help You Measure Digital Marketing ROI?

Cost per lead (CPL).
Lead close rate.
Cost per acquisition (CPA).
Average order value (AOV).
Conversion rates by channel.
Conversion rates by device.
Exit rate.
Blog click-through rates.
Customer lifetime value (CLV).
Net Promoter Score (NPS).
Time invested in project/campaign vs. returns.
Traffic to lead ratio.
Return on Ad Spend (ROAS).
Overall revenue.
Customer retention rate.

1. Cost Per Lead

If your website is collecting leads, you need to know how much you’re paying for each lead.

If the cost of each lead is more than what you produce by closing leads, that indicates a backward return on investment.

Knowing your cost per lead lets you know how well your marketing efforts are performing and give you the insight you’ll need for making further strategic and budget decisions.

2. Lead Close Rate

How do you track your lead closes?

Too often, this is happening offline which means that data isn’t being integrated into analytics or the online data you’re gathering.

That’s fine, but you need to make sure you keep an eye on your lead close rate so you can check that against the leads being generated.

This will help ensure your digital marketing efforts are delivering leads profitably.

This information is also helpful to use as a control against new digital marketing efforts.

If you suddenly get an influx of new leads but find they close at a lower rate, you may need to adjust your targeting efforts.

Measuring close rates also gives you insight into how sales teams and representatives are closing leads into sales.

3. Cost Per Acquisition

Using the data above, you should now be able to figure out your cost per acquisition.

This can be figured out simply by dividing your marketing costs by the number of sales generated.

You now know what it costs to get a sale, which will help you get a firmer grasp on your ROI.

Many digital marketing leaders operate on Cost per Acquisition (CPA) models as they only pay for lead or sales based on a set amount or goal.

This helps push and drive goals to conversions or pre-set outcomes.

4. Average Order Value

While you want to see the number of your orders increase, paying attention to the value of the average ticket can reap significant rewards.

AOV is an essential metric that can help marketers keep track of profits and manage revenue growth and profit reporting.

A slight increase in average order value can bring in thousands of dollars of new revenue and can often be as simple as improving user experience and providing up-sell opportunities.

5. Conversion Rates By Channel

Integrated digital marketing strategies are now essential to overall performance and revenue.

CMOs are increasingly looking and under pressure to see what channels are performing and what channels are the most cost-effective.

As marketers, we all like to know where our traffic is coming from.

Whether it’s organic, paid, social media, or other avenues, this information tells us where the bulk of our customers are and/or where the marketing efforts are producing the most buzz.

But that’s not the whole story.

Conversion rates can be a better indicator of success and let you know where the best opportunities lie.

Let’s say 75% of your traffic comes from organic marketing and 25% from PPC. But lo and behold, your PPC conversion rates are double that of organic.

What you learn from this is simple: Invest more in PPC. If you can increase PPC traffic to match organic, you’ve just doubled your ROI.

Screenshot from Google Analytics, January 2022

Attribution reporting also helps you understand how channels interact and which channels can influence others with conversion lift.

6. Conversion Rates By Device

Just like checking conversion rates by channel, you want to do the same by the device.

If one device has lackluster conversion performance, it may be time for you to reinvest in that area, especially if you see traffic for that device increasing.

Mobile is an excellent example of how device shifts happen, and depending on the device, conversion rates will vary.

This is especially true for marketers in ecommerce and retail, where more and more are purchasing via mobile and tablet devices.

7. Exit Rate

How many visitors leave your website from a specific landing page?

Your website analytics should give you the specific number of exits from each of your landing pages.

It may also give a percentage that is the number of exits/the number of page views the landing page has received.

Use the highest number of exits or highest exit rate percentage to determine which landing pages need conversion rate optimization and additional improvement for stickiness.

8. Blog Click-Through Rates

Blogs are a great way to showcase your brand and thought-leadership and get traffic to your site, but what are you doing with that traffic?

While blogs have notorious high bounce and exit rates, that doesn’t mean you have to resign yourself to those ridiculously valueless numbers.

Instead, use them to set goals for driving traffic from your blog to your main site.

A small increase in blog click-throughs can provide valuable new business at almost no additional marketing costs.

9. Customer Lifetime Value

You can’t truly understand the ROI of your marketing efforts until you have a good idea of what the average customer will spend over their lifetime.

Let’s say, for example, that it costs you $500 to bring in a new sale or client. But they only make a $500 purchase.

Well, that seems like a net loss once you consider the cost of everything else beyond your marketing investment.

But what if you knew that that customer would go on to spend $500 every six months for the next five years.

The average lifetime value of that client is $5,000.

Now, $500 to get that customer doesn’t seem so bad, eh?

LTV = Average Revenue Per User (ARPU) x 1/Churn

That’s not to say you want to come out at a loss on every first-time customer, but if the initial investment brings a hefty long-term profit, you can more easily chalk up that first sale as a marketing expense, knowing profits are to come.

10. NPS

Net Promoter Score (NPS) is a metric where customers indicate if they would recommend a product or service to other people and companies.

Screenshot from SurveyMonkey, August 2021

Based on a scale of 1-10, the scores given are a good indicator of customer loyalty and satisfaction.

NPS = % promoters v % detractors

Tracking promoters v detractors (customers who have left or are thinking of going) helps you measure and improve customer service strategies and tactics.

11. Time Invested In Project/Campaign Vs. Returns

Do you know how much time each person in your organization invested in a particular project or campaign?

If you want to get the most out of each employee’s expertise, you need to ensure that they are working on projects that are worth their time.

For example, if you have programmers who range from entry to expert, who would you want to work on the projects that generate the highest revenue in your organization?

The expert-level programmers, of course.

Once you know the value of your projects, you can distribute the right people to the right projects.

12. Traffic To Lead Ratio

An increase in website traffic is a positive sign that your digital marketing campaigns are working. But do those results actually affect your company’s bottom line?

Another way to determine the value of your marketing campaigns is with the traffic to lead ratio. This KPI simply measures the percentage of visitors who turn into leads.

For example, let’s say that your website received 5,000 visitors this month. 500 visitors converted into a lead. For this month, you would have a 10:1 traffic to lead ratio or 10% conversion rate for visitors to leads.

13. ROAS

Measuring Return on Ad Spend helps identify how well your advertising and paid campaigns are doing.

Digital Marketers are able to see that they spent X and got Y.

This is particularly important when reviewing performance, comparing channel spend and forecasting for the future.

The majority of marketers work to a rule that you should have a 3X return on your investment.

14. Overall Revenue

As marketers, we are constantly challenged with comparisons to sales performance.

When sales perform, sales are the star, and marketing gets little mention.
When sales don’t go well, marketing suddenly gets more mentions.

Try to avoid these conflicts by measuring and attributing everything you do.

This could be an entire campaign, a marketing touch or assist, or an asset.

Ensure that your marketing and sales team has synergy in tracking and reporting on bottom-line revenue.

Agree on rules and accountability paths on leads, opportunities, and any marketing activity that impacts or influences sales revenue.

15. Customer Retention Rate

Do you know how to measure the number of customers your business has retained?

To calculate your customer retention rate over a specific time period, use the following formula.

Customer Retention Rate = ((E – N) / S) x 100

For the time period you are analyzing, you will use the number of customers you ended the period with (E), the number of customers you gained during the period (N), and the number of customers you started the period with (S).

Let’s say that you began the quarter with 200 customers. During the quarter, you gained 35 customers and lost five.

Your formula would look like this:

97.5% = ((230 – 35) / 200) x 100

Conclusion

Regardless of your industry and type of business “what is the ROI?” is the question all CEOs and CMOs will be asking this year.

As digital marketing grows and adoption soars, so does the pressure to deliver results.

Utilize the digital metrics identified in this article and let the data tell your ROI story.

More resources:

Featured Image: Grayscale Studio/Shutterstock

Related Topics:Digital Marketing Metrics ROI

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Reddit Post Ranks On Google In 5 Minutes

Published

16 hours ago

April 15, 2024

Max

Google apparently ranks Reddit posts within minutes

Google’s Danny Sullivan disputed the assertions made in a Reddit discussion that Google is showing a preference for Reddit in the search results. But a Redditor’s example proves that it’s possible for a Reddit post to rank in the top ten of the search results within minutes and to actually improve rankings to position #2 a week later.

Discussion About Google Showing Preference To Reddit

A Redditor (gronetwork) complained that Google is sending so many visitors to Reddit that the server is struggling with the load and shared an example that proved that it can only take minutes for a Reddit post to rank in the top ten.

That post was part of a 79 post Reddit thread where many in the r/SEO subreddit were complaining about Google allegedly giving too much preference to Reddit over legit sites.

The person who did the test (gronetwork) wrote:

“…The website is already cracking (server down, double posts, comments not showing) because there are too many visitors.
…It only takes few minutes (you can test it) for a post on Reddit to appear in the top ten results of Google with keywords related to the post’s title… (while I have to wait months for an article on my site to be referenced). Do the math, the whole world is going to spam here. The loop is completed.”
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Reddit Post Ranked Within Minutes

Another Redditor asked if they had tested if it takes “a few minutes” to rank in the top ten and gronetwork answered that they had tested it with a post titled, Google SGE Review.

gronetwork posted:

“Yes, I have created for example a post named “Google SGE Review” previously. After less than 5 minutes it was ranked 8th for Google SGE Review (no quotes). Just after Washingtonpost.com, 6 authoritative SEO websites and Google.com’s overview page for SGE (Search Generative Experience). It is ranked third for SGE Review.”

It’s true, not only does that specific post (Google SGE Review) rank in the top 10, the post started out in position 8 and it actually improved ranking, currently listed beneath the number one result for the search query “SGE Review”.

Screenshot Of Reddit Post That Ranked Within Minutes

Anecdotes Versus Anecdotes

Okay, the above is just one anecdote. But it’s a heck of an anecdote because it proves that it’s possible for a Reddit post to rank within minutes and get stuck in the top of the search results over other possibly more authoritative websites.

hankschrader79 shared that Reddit posts outrank Toyota Tacoma forums for a phrase related to mods for that truck.

Google’s Danny Sullivan responded to that post and the entire discussion to dispute that Reddit is not always prioritized over other forums.

Danny wrote:

“Reddit is not always prioritized over other forums. [super vhs to mac adapter] I did this week, it goes Apple Support Community, MacRumors Forum and further down, there’s Reddit. I also did [kumo cloud not working setup 5ghz] recently (it’s a nightmare) and it was the Netgear community, the SmartThings Community, GreenBuildingAdvisor before Reddit. Related to that was [disable 5g airport] which has Apple Support Community above Reddit. [how to open an 8 track tape] — really, it was the YouTube videos that helped me most, but it’s the Tapeheads community that comes before Reddit.
In your example for [toyota tacoma], I don’t even get Reddit in the top results. I get Toyota, Car & Driver, Wikipedia, Toyota again, three YouTube videos from different creators (not Toyota), Edmunds, a Top Stories unit. No Reddit, which doesn’t really support the notion of always wanting to drive traffic just to Reddit.
If I guess at the more specific query you might have done, maybe [overland mods for toyota tacoma], I get a YouTube video first, then Reddit, then Tacoma World at third — not near the bottom. So yes, Reddit is higher for that query — but it’s not first. It’s also not always first. And sometimes, it’s not even showing at all.”

hankschrader79 conceded that they were generalizing when they wrote that Google always prioritized Reddit. But they also insisted that that didn’t diminish what they said is a fact that Google’s “prioritization” forum content has benefitted Reddit more than actual forums.

Why Is The Reddit Post Ranked So High?

It’s possible that Google “tested” that Reddit post in position 8 within minutes and that user interaction signals indicated to Google’s algorithms that users prefer to see that Reddit post. If that’s the case then it’s not a matter of Google showing preference to Reddit post but rather it’s users that are showing the preference and the algorithm is responding to those preferences.

Nevertheless, an argument can be made that user preferences for Reddit can be a manifestation of Familiarity Bias. Familiarity Bias is when people show a preference for things that are familiar to them. If a person is familiar with a brand because of all the advertising they were exposed to then they may show a bias for the brand products over unfamiliar brands.

Users who are familiar with Reddit may choose Reddit because they don’t know the other sites in the search results or because they have a bias that Google ranks spammy and optimized websites and feel safer reading Reddit.

Google may be picking up on those user interaction signals that indicate a preference and satisfaction with the Reddit results but those results may simply be biases and not an indication that Reddit is trustworthy and authoritative.

Is Reddit Benefiting From A Self-Reinforcing Feedback Loop?

It may very well be that Google’s decision to prioritize user generated content may have started a self-reinforcing pattern that draws users in to Reddit through the search results and because the answers seem plausible those users start to prefer Reddit results. When they’re exposed to more Reddit posts their familiarity bias kicks in and they start to show a preference for Reddit. So what could be happening is that the users and Google’s algorithm are creating a self-reinforcing feedback loop.

Is it possible that Google’s decision to show more user generated content has kicked off a cycle where more users are exposed to Reddit which then feeds back into Google’s algorithm which in turn increases Reddit visibility, regardless of lack of expertise and authoritativeness?

Featured Image by Shutterstock/Kues

SEO

WordPress Releases A Performance Plugin For “Near-Instant Load Times”

Published

1 day ago

April 14, 2024

Max

WordPress released an official plugin that adds support for a cutting edge technology called speculative loading that can help boost site performance and improve the user experience for site visitors.

Speculative Loading

Rendering means constructing the entire webpage so that it instantly displays (rendering). When your browser downloads the HTML, images, and other resources and puts it together into a webpage, that’s rendering. Prerendering is putting that webpage together (rendering it) in the background.

What this plugin does is to enable the browser to prerender the entire webpage that a user might navigate to next. The plugin does that by anticipating which webpage the user might navigate to based on where they are hovering.

Chrome lists a preference for only prerendering when there is an at least 80% probability of a user navigating to another webpage. The official Chrome support page for prerendering explains:

“Pages should only be prerendered when there is a high probability the page will be loaded by the user. This is why the Chrome address bar prerendering options only happen when there is such a high probability (greater than 80% of the time).

There is also a caveat in that same developer page that prerendering may not happen based on user settings, memory usage and other scenarios (more details below about how analytics handles prerendering).

The Speculative Loading API solves a problem that previous solutions could not because in the past they were simply prefetching resources like JavaScript and CSS but not actually prerendering the entire webpage.

The official WordPress announcement explains it like this:

Introducing the Speculation Rules API
The Speculation Rules API is a new web API that solves the above problems. It allows defining rules to dynamically prefetch and/or prerender URLs of certain structure based on user interaction, in JSON syntax—or in other words, speculatively preload those URLs before the navigation. This API can be used, for example, to prerender any links on a page whenever the user hovers over them.”

The official WordPress page about this new functionality describes it:

“The Speculation Rules API is a new web API… It allows defining rules to dynamically prefetch and/or prerender URLs of certain structure based on user interaction, in JSON syntax—or in other words, speculatively preload those URLs before the navigation.
This API can be used, for example, to prerender any links on a page whenever the user hovers over them. Also, with the Speculation Rules API, “prerender” actually means to prerender the entire page, including running JavaScript. This can lead to near-instant load times once the user clicks on the link as the page would have most likely already been loaded in its entirety. However that is only one of the possible configurations.”

The new WordPress plugin adds support for the Speculation Rules API. The Mozilla developer pages, a great resource for HTML technical understanding describes it like this:

“The Speculation Rules API is designed to improve performance for future navigations. It targets document URLs rather than specific resource files, and so makes sense for multi-page applications (MPAs) rather than single-page applications (SPAs).
The Speculation Rules API provides an alternative to the widely-available <link rel=”prefetch”> feature and is designed to supersede the Chrome-only deprecated <link rel=”prerender”> feature. It provides many improvements over these technologies, along with a more expressive, configurable syntax for specifying which documents should be prefetched or prerendered.”
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Performance Lab Plugin

The new plugin was developed by the official WordPress performance team which occasionally rolls out new plugins for users to test ahead of possible inclusion into the actual WordPress core. So it’s a good opportunity to be first to try out new performance technologies.

The new WordPress plugin is by default set to prerender “WordPress frontend URLs” which are pages, posts, and archive pages. How it works can be fine-tuned under the settings:

Settings > Reading > Speculative Loading

Browser Compatibility

The Speculative API is supported by Chrome 108 however the specific rules used by the new plugin require Chrome 121 or higher. Chrome 121 was released in early 2024.

Browsers that do not support will simply ignore the plugin and will have no effect on the user experience.

Check out the new Speculative Loading WordPress plugin developed by the official core WordPress performance team.

How Analytics Handles Prerendering

A WordPress developer commented with a question asking how Analytics would handle prerendering and someone else answered that it’s up to the Analytics provider to detect a prerender and not count it as a page load or site visit.

Fortunately both Google Analytics and Google Publisher Tags (GPT) both are able to handle prerenders. The Chrome developers support page has a note about how analytics handles prerendering:

“Google Analytics handles prerender by delaying until activation by default as of September 2023, and Google Publisher Tag (GPT) made a similar change to delay triggering advertisements until activation as of November 2023.”

Possible Conflict With Ad Blocker Extensions

There are a couple things to be aware of about this plugin, aside from the fact that it’s an experimental feature that requires Chrome 121 or higher.

A comment by a WordPress plugin developer that this feature may not work with browsers that are using the uBlock Origin ad blocking browser extension.

Download the plugin:
Speculative Loading Plugin by the WordPress Performance Team

Read the announcement at WordPress
Speculative Loading in WordPress

SEO

10 Paid Search & PPC Planning Best Practices

Published

2 days ago

April 14, 2024

Max

10 Paid Search & PPC Planning Best Practices

Whether you are new to paid media or reevaluating your efforts, it’s critical to review your performance and best practices for your overall PPC marketing program, accounts, and campaigns.

Revisiting your paid media plan is an opportunity to ensure your strategy aligns with your current goals.

Reviewing best practices for pay-per-click is also a great way to keep up with trends and improve performance with newly released ad technologies.

As you review, you’ll find new strategies and features to incorporate into your paid search program, too.

Here are 10 PPC best practices to help you adjust and plan for the months ahead.

1. Goals

When planning, it is best practice to define goals for the overall marketing program, ad platforms, and at the campaign level.

Defining primary and secondary goals guides the entire PPC program. For example, your primary conversion may be to generate leads from your ads.

You’ll also want to look at secondary goals, such as brand awareness that is higher in the sales funnel and can drive interest to ultimately get the sales lead-in.

2. Budget Review & Optimization

Some advertisers get stuck in a rut and forget to review and reevaluate the distribution of their paid media budgets.

To best utilize budgets, consider the following:

Reconcile your planned vs. spend for each account or campaign on a regular basis. Depending on the budget size, monthly, quarterly, or semiannually will work as long as you can hit budget numbers.
Determine if there are any campaigns that should be eliminated at this time to free up the budget for other campaigns.
Is there additional traffic available to capture and grow results for successful campaigns? The ad platforms often include a tool that will provide an estimated daily budget with clicks and costs. This is just an estimate to show more click potential if you are interested.
If other paid media channels perform mediocrely, does it make sense to shift those budgets to another?
For the overall paid search and paid social budget, can your company invest more in the positive campaign results?

3. Consider New Ad Platforms

If you can shift or increase your budgets, why not test out a new ad platform? Knowing your audience and where they spend time online will help inform your decision when choosing ad platforms.

Go beyond your comfort zone in Google, Microsoft, and Meta Ads.

Here are a few other advertising platforms to consider testing:

LinkedIn: Most appropriate for professional and business targeting. LinkedIn audiences can also be reached through Microsoft Ads.
TikTok: Younger Gen Z audience (16 to 24), video.
Pinterest: Products, services, and consumer goods with a female-focused target.
Snapchat: Younger demographic (13 to 35), video ads, app installs, filters, lenses.

Need more detailed information and even more ideas? Read more about the 5 Best Google Ads Alternatives.

4. Top Topics in Google Ads & Microsoft Ads

Recently, trends in search and social ad platforms have presented opportunities to connect with prospects more precisely, creatively, and effectively.

Don’t overlook newer targeting and campaign types you may not have tried yet.

Video: Incorporating video into your PPC accounts takes some planning for the goals, ad creative, targeting, and ad types. There is a lot of opportunity here as you can simply include video in responsive display ads or get in-depth in YouTube targeting.
Performance Max: This automated campaign type serves across all of Google’s ad inventory. Microsoft Ads recently released PMAX so you can plan for consistency in campaign types across platforms. Do you want to allocate budget to PMax campaigns? Learn more about how PMax compares to search.
Automation: While AI can’t replace human strategy and creativity, it can help manage your campaigns more easily. During planning, identify which elements you want to automate, such as automatically created assets and/or how to successfully guide the AI in the Performance Max campaigns.

While exploring new features, check out some hidden PPC features you probably don’t know about.

5. Revisit Keywords

The role of keywords has evolved over the past several years with match types being less precise and loosening up to consider searcher intent.

For example, [exact match] keywords previously would literally match with the exact keyword search query. Now, ads can be triggered by search queries with the same meaning or intent.

A great planning exercise is to lay out keyword groups and evaluate if they are still accurately representing your brand and product/service.

Review search term queries triggering ads to discover trends and behavior you may not have considered. It’s possible this has impacted performance and conversions over time.

Critical to your strategy:

Review the current keyword rules and determine if this may impact your account in terms of close variants or shifts in traffic volume.
Brush up on how keywords work in each platform because the differences really matter!
Review search term reports more frequently for irrelevant keywords that may pop up from match type changes. Incorporate these into match type changes or negative keywords lists as appropriate.

6. Revisit Your Audiences

Review the audiences you selected in the past, especially given so many campaign types that are intent-driven.

Automated features that expand your audience could be helpful, but keep an eye out for performance metrics and behavior on-site post-click.

Remember, an audience is simply a list of users who are grouped together by interests or behavior online.

Therefore, there are unlimited ways to mix and match those audiences and target per the sales funnel.

Here are a few opportunities to explore and test:

LinkedIn user targeting: Besides LinkedIn, this can be found exclusively in Microsoft Ads.
Detailed Demographics: Marital status, parental status, home ownership, education, household income.
In-market and custom intent: Searches and online behavior signaling buying cues.
Remarketing: Advertisers website visitors, interactions with ads, and video/ YouTube.

Note: This varies per the campaign type and seems to be updated frequently, so make this a regular check-point in your campaign management for all platforms.

7. Organize Data Sources

You will likely be running campaigns on different platforms with combinations of search, display, video, etc.

Looking back at your goals, what is the important data, and which platforms will you use to review and report? Can you get the majority of data in one analytics platform to compare and share?

Millions of companies use Google Analytics, which is a good option for centralized viewing of advertising performance, website behavior, and conversions.

8. Reevaluate How You Report

Have you been using the same performance report for years?

It’s time to reevaluate your essential PPC key metrics and replace or add that data to your reports.

There are two great resources to kick off this exercise:

Your objectives in reevaluating the reporting are:

Are we still using this data? Is it still relevant?
Is the data we are viewing actionable?
What new metrics should we consider adding we haven’t thought about?
How often do we need to see this data?
Do the stakeholders receiving the report understand what they are looking at (aka data visualization)?

Adding new data should be purposeful, actionable, and helpful in making decisions for the marketing plan. It’s also helpful to decide what type of data is good to see as “deep dives” as needed.

9. Consider Using Scripts

The current ad platforms have plenty of AI recommendations and automated rules, and there is no shortage of third-party tools that can help with optimizations.

Scripts is another method for advertisers with large accounts or some scripting skills to automate report generation and repetitive tasks in their Google Ads accounts.

Navigating the world of scripts can seem overwhelming, but a good place to start is a post here on Search Engine Journal that provides use cases and resources to get started with scripts.

Luckily, you don’t need a Ph.D. in computer science — there are plenty of resources online with free or templated scripts.

10. Seek Collaboration

Another effective planning tactic is to seek out friendly resources and second opinions.

Much of the skill and science of PPC management is unique to the individual or agency, so there is no shortage of ideas to share between you.

You can visit the Paid Search Association, a resource for paid ad managers worldwide, to make new connections and find industry events.

Preparing For Paid Media Success

Strategies should be based on clear and measurable business goals. Then, you can evaluate the current status of your campaigns based on those new targets.

Your paid media strategy should also be built with an eye for both past performance and future opportunities. Look backward and reevaluate your existing assumptions and systems while investigating new platforms, topics, audiences, and technologies.

Also, stay current with trends and keep learning. Check out ebooks, social media experts, and industry publications for resources and motivational tips.

More resources:

Featured Image: Vanatchanan/Shutterstock