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Default Google Analytics reports work on a flawed "last non-direct click" attribution model. It's like giving 100% credit to the player who scores the goal. This player can be similar to performance marketing channels. Performance marketing channels often take all the credit. We will discuss attribution in a little more detail in the CAC Issues section. Bottom line: Attempting to consider CAC for every channel creates attribution issues and prevents you from considering other brand-focused channels. How to reduce CAC I think it's clear now that we should always strive for maximum effectiveness, and that doesn't necessarily mean reducing CAC. But there is definitely a need to balance paid advertising with cheaper,
more sustainable marketing channels and tactics . Here's how to essentially reduce CAC: with SEO and content marketing Australia Phone Number Data Organic search is a major traffic and conversion driver for many companies, including ours. The advantage of SEO is that it is a suitable channel for all stages of the marketing funnel, from awareness to retention . People search on Google all the time. Therefore, SEO not only helps you grow your business on its own, but also helps greatly with other channels such as paid search advertising. Typically, you bid on keywords closer to the conversion stage, but don't rely on solid content because your marketing strategy includes content that spans the customer's entire journey. In other words, a combination of good SEO and PPC ensures
your brand is present throughout the entire customer journey. If people only hear about you when they're ready to buy, they're less likely to convert. For example, the article " What is HTTPS?" "Everything you need to know" does not focus on the topics that people typically search for when they are ready to sign up for an SEO toolset . However, some of the searchers may have a website and in the future he may want to work on SEO, so this is relevant "top of the funnel" content. . Promoting such articles through search ads would be a questionable expense at best. But thanks to SEO, this article receives nearly 30,000 clicks each month from organic search.
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