SEM Conversion Tracking

Did you ever want to know which of your keywords are converting the best on your adwords or SEM campaign? SEM Conversion tracking is important. Most of our clients are big on ROI, although some things are difficult to track and measure, others aren’t.

Tracking is easy, we drop a piece of code on whatever page shows when someone performs a desired action on your website. For instance:

  • Purchases a product
  • Signs up for a newsletter
  • Downloads an ebook
  • Submits a request for quote
  • Schedules and appointment

Give us a call to see if conversion tracking is right for you.


It’s Time to Redefine Your Marketing!

Marketing is defined as the action (or business*) of promoting and selling products or services, including market research and advertising.  What is important here is focusing the connectivity of several of the keywords in the definition.

Action – For every action there is an equal and, unlike Newton’s Third Law of Physics, expected reaction.  Call it ROI or simply results if you prefer.

Business – Engaging in trade or commerce.  Buying, selling and profit.  Seems simple enough!

Promoting – Is to further the progress of something such as a product or service.  To publicize in order to create awareness, interest and desire for the product or service.

Selling – Nothing happens until something gets sold!  It is the act of exchanging one value for another; equal in the least.  A sale represents a notation in the debit column for one individual (buyer) and a credit for another (seller).

Research – Investigation, study, inquiry and examination of products, services, customers (past, present and future), as well as, the manufacturing and distribution process and, market in general.

Advertising – The act or practice of calling public attention to one’s product, service, need, etc., especially by paid online, print and broadcast announcements (advertisements) which were professionally planned, designed, and written.

Here’s a real business example about the importance of connectivity: We were contacted by a potential client who, on their own, invested in a television commercial to drive traffic to their website. Their website metrics revealed a normal amount of web traffic before the commercial aired and a spike in visits while it aired.

They were successful in driving traffic to their website. They were not happy with the results however. They felt their investment was wasted. None of the inquiries generated by their TV spot turned into the sales they had envisioned.

What was the problem? They had a call to action! The commercial directed inquiries to their website. So, what went wrong?

They failed to mention the TV offer anywhere on their website. There was a disconnection between their promise and their ability to deliver the promise. Kind of like Christmas morning and Santa doesn’t show up!

Viewers of the commercial responded by logging on to the advertised website. Then they looked, and looked, for the offer mentioned in the commercial. It wasn’t there. Well, it was.

But, it wasn’t easy to find or specific as to what it was. This business not only lost their marketing investment, they lost sales and damaged their credibility.

It was a very expensive education! It left prospects hanging and more than likely quite put off by the experience as well. Not a very good first impression.  Plus, most importantly, you can’t convert an inquiry that doesn’t exist into a sale.

*We’re in the marketing business.  When we promise that – business is better when you’re connected – it means that your profits, productivity and success are directly connected to your brand and its identity asi it should be!

Connecting – It’s a Process!

For the want of a nail the shoe was lost,
For the want of a shoe the horse was lost,
For the want of a horse the rider was lost,
For the want of a rider the battle was lost,
For the want of a battle the kingdom was lost,
And all for the want of a horseshoe-nail.

– Benjamin Franklin


In business as in life – everything is connected! Social connections – without them we would be socially isolated. No references. No referrals. No special favors.

Good connections create a good flow of communication, services, ideas and good relationships – it’s a process!.  Bad connections are, well, disconnections. In business, solid connections join needs and wants with gratification and solutions.

A business has internal and external connections which are all part of this process!  Your external business connections include your customers and vendors who help you keep the doors open.

Your internal connections are no less important and, any disconnection can usually be traced back to a lack of care, communication and concern between management and the front-line sales force. 

This kind of disconnection can be directly connected to lost sales! As a business owner, you can control your internal connections directly. The external connections however, such as market prices and competition are rarely directly controllable by you unless you include your ability to react quickly and make good choices – fast!

Not really connecting with your vendors? Replace them!  Are customers not connecting with you?  Why?  Pay attention to your front-line sales force and whoever is responsible for guiding them.

Is your brand (logo) or brand identity (the perception of a quality solution) not connecting you to your target market effectively or correctly? Your branding success or. the lack of it, is connected to lots of things that are sometimes overlooked.

Your location for example; is it highly visible, accessible and convenient?   A good location  is very much connected to your image or lack of it.

Many disconnects are about not paying attention to the process such as housekeeping or the lack of it.  Look – buying stuff is always highly emotional; especially the stuff that feeds our vanity, impatience, laziness, greed, selfishness and ignorance.

Designing and installing a new or remodeled kitchen, according to the NKBA (National Kitchen & Bath Association) requires 14,000 interconnected decisions.  Seems overwhelming?  It is!

Anything that affects your customer’s buying experience directly reflects on the status of your business’ connectivity.  It requires a highly trained and experienced front-line that can correctly connect you to customers.

Even then, the NKBA says that 12% of the couples who start off designing a new or remodeled kitchen end up separated or divorced. How’s your connectivity? 

Does your management correctly communicate your organization’s purpose to your front-line sales force who, in turn, perfectly and correctly connect with your customer’s needs?  Time to check your business connections.

Carefully inspect them to  determine if your business is as nailed down as it should be starting with your location, signage, front-line personnel and merchandising.  Then check to make sure your advertising message is communicating  correctly for optimal business potential and results.

What is your business wanting for?  Don’t let anything, even if it’s just one supposedly insignificant thing cause the loss of your emotional, time and money investment.  

At Spectrum Marketing Group, we really do believe that your business can be better when its better connected.  Call us today!


2015 Southcoast Business Expo

Come join us at the 2015 Southcoast Business Expo, the largest business to business expo in the Southcoast!

Nearly 100 businesses, organizations and non profits will be exhibiting at this years show. Admission is free with a business card so stop on by.

When: Oct 15th 10am-4pm

Where: Whites of Westport

Click here to see a list of exhibitors

Check back to this post after the event for photos of the show.