Analyze Each Marketing Channel
Once you have set up all of your tools with the appropriate keywords, be sure that you do this for each campaign and not just overall. This way you can monitor specific keywords and the ROI for each campaign and for each activity. Your ROI will be different: some good, and some not so good. As in the previous chapter, either change the way you are performing the activities with the lowest ROI or just stop them altogether. This will allow you to relocate resources to the activities with the best ROI.
Once you have them working for you, lather, rinse, and repeat. Keep perfecting what’s working. Also remember that even the activities with a lower ROI are generating a great deal of brand awareness and recognition. It’s also building a good reputation and trust in those areas.
Note: I would love to know which genius wrote those three amazing words: lather, rinse, repeat, which doubled his client’s shampoo sales from just this marketing message. If anyone can tell me who was responsible, I will give any free product that person wants from my www.PaperModelsInc.comstore.
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