Digital marketers can strive to reach audiences around the world but they can also focus on the users right next door. For brick and mortar businesses, it’s mostly the latter. When your market is your own community, it’s your local website users that are the most important to understand and study.
Reporting on local data
is an important role for agencies and in-house analysts. To gather information and build action plans, Google My Business (GMB) dashboards hold a number of useful insights about how local customers are finding you online.
Until fairly recently, the ability to export this data outside of the GMB environment was fairly limited and required some manual workarounds. Fortunately that’s no longer the case because GMB added some convenient export functionalities. These exports provide easier ways to analyze and leverage this data. In this post, we’ll review some basic considerations, best practices and ideas for reporting on the data you’ll find in Google My Business listings.
Ahhhh, landing pages. Hello, old friends.
Landing pages have come a long way in less than 20 years. If you were to look back at the versions from the early 2000’s, they look nothing like what we’ve come to define as landing pages today.
Much of that is due to the proliferation of startups and platforms focused whose primary focus is on allowing websites to build and integrate landing pages across channels. Their emphasis on leveraging data to allow for quick optimizations and improvements has also changed the game.
There’s no shortage of landing page solutions for all sizes: from the smallest business to enterprise level multinational corporations. But, despite their ubiquity, many marketers still struggle with creating landing pages and integrating them effectively into their campaigns. In this blog post, we’ll cover 15 tips and ideas for landing pages, informed now by nearly 2 decades of insight and data, from some basic first principles to more advanced tactics and considerations.
Digital agencies often have a love/hate relationship with client reporting. On the one hand, agency accountability and performance is almost always assessed, at least partially, through data-based reporting. In that sense, the data in reports is essential to account management and long-term client retention. Reports are the lifeblood of agencies and when agencies succeed and can clearly show their value to clients, they love to report on it. Who doesn’t love pointing to a win?
We can now track a single user across multiple devices, channels and through all of the touch points that led up to a sale. But at the end of the month, there’s an odd asymmetry between the types and amounts of data a typical agency tracks and records and the workflows used to gather, analyze and report on it. Simply put, there’s too much button pushing. Data scattered across multiple spreadsheet exports need to be gathered and then massaged together. Charts and graphs are often manually created and then moved over to a document or slide deck. It’s an arduous process that needs to be repeated every 4 weeks.
But there are easier, quicker (and better!) ways for agencies to report. Whether it’s through periodic reports that update automatically or real-time dashboards, there is much promise in automated reporting
and capabilities get better every year. Finally, the sophistication of reporting processes can match the sophisticated technology used to run campaigns!
In this post, we’ll discuss some of the advantages and the value that automated reporting brings to agencies and their clients.
When you read or hear the term “display ads”, it’s easy to immediately associate it with just banner ads. You know – the ones no one ever clicks on, right? And while banner ads certainly constitute one familiar kind of display advertising, let’s be honest, these aren’t your father’s display networks anymore. From traditional text & images to video rolls
to native advertising to in-app ads, the formats, reach and functionalities of display advertising networks have never been richer and more promising.
However, the performance of display advertising
can vary tremendously, particularly when compared to other channels and traffic mediums that clients are more accustomed to. As such, all the cutting-edge capabilities in the world matter very little when you cannot communicate their value to clients.
In today’s post, we’ll review 3 higher-level considerations for reporting on display advertising.