Do we have your attention? We thought so! Sure, the title is clickbait-y. But it’s true and we’re here to tell you how, why, and what you can learn from it.
The Client and the Problem
One of our clients wanted to increase sales on their online site. Now, when it comes to pay-per-click (PPC), not all traffic is created equal. Our client was selling in a tri-state area. To generate more sales, we reimagined their ads to be geographically specific and made updates to their website. Ultimately, this reduced overall organic traffic to their site.
But it increased their desired local traffic by 7x.
National vs. Local Traffic: Breaking Down the Benefits
National traffic is ideal for businesses with broad appeal, such as eCommerce stores or brands with nationwide service areas, as it helps them reach a larger audience.
Local traffic, on the other hand, is better for brick-and-mortar businesses, service providers, or companies targeting a specific community.
Both approaches can be valuable: national traffic builds brand awareness and broad reach, while local traffic drives high-intent customers who are more likely to engage with location-specific offerings. The best strategy depends on your business goals and target audience.
Defining What KPIs Matter Most
When developing a strong marketing strategy, begin by identifying Key Performance Indicators (KPIs) that align with your objectives. Are you looking to increase sales or appointments? That should be your primary KPIs. You can collect and analyze secondary KPI data (such as organic traffic), but don’t let that distract you from the main objective. Seeing what converts helps you tweak your strategy so you’re moving in the right direction.
Determining which KPIs matter most for your business depends on your goals, industry, and stage of growth. Here’s a simple framework to help you focus on metrics that will actually move the needle:
1. Align with Business Goals
Start by asking:
What are we trying to achieve?
Your KPIs should directly reflect your top objectives. For example:
- Want to increase revenue? → Track conversion rate, average order value, and customer acquisition cost.
- Focused on customer retention? → Track churn rate, Net Promoter Score (NPS), and customer lifetime value.
2. Know Your Business Model
Different models require different KPIs:
- eCommerce: Conversion rate, cart abandonment, ROAS, AOV.
- B2B SaaS: MRR, churn, LTV/CAC ratio, customer engagement.
- Service-based: Lead-to-close ratio, client satisfaction, utilization rate.
3. Focus on Actionable Metrics
Good KPIs are influenceable, not just vanity stats. Go back to your main objectives and make sure your KPIs are leading you there, not distracting you.
4. Use a Mix of Leading and Lagging Indicators
- Leading KPIs predict future success (e.g., demo requests, website traffic).
- Lagging KPIs measure outcomes (e.g., revenue, profit margin).
5. Keep Reevaluating.
As your business grows, so should your KPIs. Quarterly reviews help ensure you’re still tracking what matters most.
“Remember, when it comes to KPIs, it’s not all about traffic. It’s about converting to a sale, lead, or appointment. Skip the superficial metrics and look at KPIs that drive business. Then, tweak your digital marketing strategy to hit those goals.” – Jason Dailey, Brandography Founder & CEO
Talk to Us
Has something sparked for you about your paid marketing efforts? We’d love to hear about them. Tell us your roadblocks, and we’ll tell you how we can solve them. Reach out to our team, and we’ll get in touch.
