Google Analytics Helps Weed Out Excess Advertising Cost
Using a Gooogle Analytics has helped trim the fat from our Online Advertising Cost which ultimately results in keeping our cost of our products low. My advice to any online advertiser is to have access to reports showing expected traffic to your own site before cometing to a year of advertising. An advertiser will need to start providing estimated traffic that can be expected to your site and not just traffic to their own site. Requesting this information should be the first step and if a referral site cannot provide this information I wouldn't even consider it.
Another example of over priced advertising is from Yellowpages.com. Now this site should be considered a most likely reliable source of traffic especialy with there well known name. However using analytics to track the traffic coming form the site again we are discovering very small amount coming from them and other related sources such as yahoo local and yahoo yellow pages.
In the past 30days we have measured the traffic and the results are.
Yellowpages.com 22 visits with a 22% bounce rate
Yahoo Local 12 Visits with a 25% Bounce Rate
Yahoo Yellow Pages 11 visits with a 9% Bounce rate.
What do these numbers mean? A bounce rate is the amount of traffic that results in a visitor leaving the site Immediately. So out of the 45 visits only 37 of those visits actually continued to look at the website.
What is a online advertiser to do? Well creating other websites and using them to send traffic to our own has actually out performed the paying site. An example of this would be this site Find A Orange County Florist. This site cost us about $10 a month and the amount of visits equals 56 visits with a 15% bounce rate. That is a big a difference especially with a cost of $400 a month with yellow pages compared to the $10 a month cost for the Find A Orange County Florist.
So before online advertisers began to think about using a directory do your homework and ask the referring site to provide actually traffic that you can expect to your site and it should be part of the contract. If not I would tell them to take a hike and use the same money to create your own referring site. Online Advertisers need to start laying rules to these companies other wise the cost of online advertising will continue to grow out of reach.