Where are your leads *really* coming from?

Hi there,

Welcome to the newest edition of Shop Talk, a twice-monthly newsletter covering topics that matter to digital marketers. In this episode, we’re talking about the importance of a strong pay-per-click (PPC) strategy, GA4 events, and how closed-loop reporting can create a more accountable way to track incoming leads. Thanks for reading.

News and tips from our experts

• Accurate information is crucial to show whether a campaign or initiative is actually driving efficient value for our clients. By setting up closed-loop reporting, we were able to create a more accountable way to track incoming leads, ultimately revealing the success of digital marketing efforts. Read how we did it.
• Google estimates that as many as 40% of young people would use TikTok over Google Maps or Search when looking for a place to eat lunch. Does your business need to have a presence on the app? Senior SEO Analyst Reilly Phelps breaks down TikTok’s impact on search and what you should do about it.
• Psst, the short answer is you don’t have anything to worry about (yet!)
• The first commandment of Google? Don't Google Thyself. Googling your business can actually harm your website's rankings. Senior SEO Analyst Reilly Phelps and Senior Paid Media Analyst Marlena Stone share all the details on what you should be doing instead of Googling yourself to check on ad performance and rankings.
• [video] Among the most anticipated features of GA4 is the ability to provide a comprehensive analysis of website data with event tracking, but first you need to set up these custom events. Senior Analytics Team Lead Jack Boland walks us through how to set up a custom event in GA4.

Is your PPC ROI too low? Your CPL too high?

Would you like to create successful search, display, remarketing, and paid social media campaigns – no matter the industry or budget – {{first name}}? At Workshop Digital, we solve complex PPC problems every day. We’re ranked in the top 3% of Google Partners nationwide, earning us the designation of Google Premier Partner. Our analysts continually test, adapt, measure performance, and report on progress with objective recommendations to increase ROI and lower CPL. At the end of the day, isn’t that what we’re all aiming for?

Contact us today to learn more about how our customized paid media strategies can help you stand out among your competitors.

Watercooler topics

• Google Analytics introduced regex support for event creation: Previously unavailable, you can now modify and create events in GA4 using regular expressions. This allows for more flexibility, precision, and efficiency when creating events. ( Matt G. Southern for Search Engine Land )
• Why next year’s SEO results depend on your SEO work this year: As marketers we know it can be difficult to justify the value of investing in SEO. Brad Smith shares a 5-step model to forecast the long-term impact of your organic search results. ( Brad Smith for Search Engine Land )

That’s all for this edition of Shop Talk. We’ll be in your inbox again in a couple of weeks with more topics to share with your colleagues.

Cheers,

Andrew

P.S. Congrats to Samantha Oliver for dominating our company’s NCAA women’s tournament bracket! She correctly picked Iowa and LSU in the championship game…an impressive run! I came in second to last by only picking 3 of the Sweet 16 teams. It might have been a different outcome if we were betting on MLB games between 1985 - 1998 because oddly, I can still recite stats from my old baseball card collection.