Google recently released a case study demonstrating how BuildDriver transformed their web marketing with analytics data.

Google Analytics helps company recognize conversions from search marketing

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Google recently released a case study in its Analytics Blog that found the use of the service helped BuildDirect assess the success and direction of their various web marketing campaigns in terms of driving conversions. According to the report, BuildDirect used Analytics to identify some minor issues with its campaigns that led the company’s marketing team to make adjustments.

Using information from its PPC campaign in Google Adwords with Google Analytics helped BuildDirect increase the effectiveness of its overall keyword strategy. The data showed that longtail terms, typically defined as any keyword of more than five words, resulted in more site traffic. A greater focus on these terms with website content helped bring qualified traffic and directed prospects to pages more likely to suit their needs. As a result, BuildDirect increased conversions from paid search by 37 percent, Google reported.

Analytics reporting helped BuildDirect increase paid search conversions by 37 percent.

Brafton recently cited a similar case involving Landmark Bank, which found that a strong keyword strategy typically associated with organic search improved the effectiveness of PPC campaigns. Quality landing pages and other evergreen content gives a website a strong foundation to work from.

Website content also helped with BuildDriver’s email marketing campaign. As users landed on the site from links in email messages, compelling landing pages resulted in a more favorable experience as they navigated through a conversion funnel. According to Google, Analytics also helped with boosting conversions and leads through email marketing by showing which campaigns were the most successful. Creating content with keywords, CTAs and sharing options similar to the type used in successful efforts helped BuildDirect make its email efforts more conversion-friendly.

In general, using analytics data to inform content marketing campaigns or any other strategy aimed at driving traffic and conversions is critical for businesses. The web changes frequently and prospect behavior typically follows. Making adjustments to campaigns based on empirical data, rather than assumptions, will help organizations ensure their site and overall web presence appeals to the ideal target audience.

Streamlining a conversion funnel to ensure that prospects have conduct as few clicks as possible to make a purchase or otherwise convert will help marketers optimize their efforts on the web. Offering a convenient site experience after a user sees engaging, relevant content will keep them returning and interacting with brands on different channels.

Without analytics to drive campaigns and inform resources, many companies struggle to succeed with new media marketing. Brafton recently reported that 27 percent of businesses with active social media marketing efforts said they use intuition to gauge the success of their campaigns.

Joe Meloni
Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.


  • Garavi Gujarat

    Google always show this kind of best results to learn more about Google Analytics.

  • MidwestLarry

    I bought product from BuildDirect and let me tell you this company sucks. Their product is defective. They don’t honour their money back guarantee and as soon as you bought the customer service goes through the toilet. I am currently taking it up with the better business bureau and will look into joining other disgruntled customers into a possible lawsuit.

    • Clippernolan

      Hi MidwestLarry. I’m Rob in the BuildDirect marketing department. I’m sorry that your experience with BuildDirect has been disappointing. I’m not familiar with your particular situation, but I’d like to know more, to see if there is anything further to be done to resolve your situation. Feel free to send me an email at robjones(at)buildDirect (dot com).