Monthly Archives: March 2018

An Example Facebook Report Template for Agencies

A good Facebook report template can save your agency a lot of time and money while delivering real value that your clients will appreciate.
Your agency manages Facebook Pages and advertising for clients. Maybe dozens, or even hundreds of clients. You are busy creating content, video, images for all those Pages. Not to mention promoting posts, creating ad campaigns, designing landing pages, and optimizing the performance of it all to ensure that you are getting a good return on all the time and money you are putting into Facebook.
In addition to all that work, your clients expect a monthly report. It makes sense. They want to know what they are getting in return for the money being invested in Facebook content and advertising. But, how do you find time to create a custom performance report for every Facebook client each month? And what data belongs in that Facebook report?
Creating a report from scratch for each client is too time-consuming and will not scale as you add more clients. Fortunately, with Megalytic you can easily create a Facebook report template to jump-start the process for each client. Building a Facebook report template provides the starting point for all subsequent reports. This foundation becomes a customizable Facebook report that can be adapted to each of your clients.
To get started, consider the data you need to include for all (or at least most) clients and also what metrics you should show from Facebook Page Insights and Facebook Ads Manager, and any other sources that help demonstrate the value of the work you are doing for your clients.
Whether or not you use Megalytic for reporting, this post provides an example of the structure and key data point to include in your Facebook report template.

Facebook Report Template for Agencies

 

Read more

Guide to Keyword Research

Language matters in marketing. For copywriters the right words make for effective ads and memorable taglines. For Search Engine Optimization (SEO) and Search Engine Marketing (SEM) specialists finding the right words is critical to successful campaigns. That’s why keyword research is a cornerstone skill set. While there’s no shortage of articles on this topic, they often focus on the primary goal of securing top rankings and driving tons of traffic to your website.
So, allow us a slightly different take on the subject: it’s not just about rankings and traffic.
Yes, leads and sales require traffic, which comes from visibility. But ranking for the wrong keywords is not helpful. It’s also not useful when a site ranks for the right keyword but with the wrong page.
Keyword research, when done right, can do so much more than support rankings. It helps us better understand users, and it can help us better visualize conversion paths and user journeys. It can also help inform persona development by tying demographic and psychographic information about audience segments to specific language. In this post, we’ll cover the broader scope of the concerns, needs, and processes that all go into keyword research in modern digital marketing.

 

Guide to Keyword Research

Read more

An Example AdWords Report Template for Agencies

A common question asked by digital marketing agencies is what should be included in a client’s AdWords report?
Your agency probably creates and manages AdWords campaigns for a variety of clients. Your activities may involve keyword selection, bidding strategies, ad creation, conversion tracking, and optimization. If its an E-commerce client, maybe you even manage to a target return on ad spend (ROAS).
You cannot really communicate detailed metrics on all the activities that you perform for a typical AdWords client. The client would be overwhelmed by detail! Instead, you need to focus on a few key performance indicators (KPIs) that provide your client with the information they need in order to make good business decisions.
Of course, the primary rule of reporting is to develop KPIs that are customized to each client’s business. For AdWords reporting, that means you need to provide big picture numbers like total leads, clicks, conversions, spend, etc. But, you also need to drill down, so the client can see data at the campaign, ad group, ad, and keyword level. While the big picture numbers tell your client if their goals are being met, the details help with allocation decisions like moving spend from display to search ads or eliminating poorly performing ad copy.
Creating such a report from scratch for each client can be a time-consuming and intimidating task. Fortunately, Megalytic provides a simple interface for creating AdWords report templates. Creating an AdWords report template provides your agency with a starting point for future reports. For each new client, you can begin with the template, and customize it to create an AdWords report meeting the specific needs of that client.
Whether or not you decide to use Megalytic for reporting, here are some important ideas to consider when creating an AdWords report template for your agency.

 

Example AdWordsReport Template

 

Read more

How To Manage Dozens (or Hundreds!) of Facebook Pages

Managing multiple Facebook Pages can become a challenge for agencies and large organizations alike. Perhaps you run social for several clients or your business has multiple Pages for different business lines, products or locations. Either way, the primary issue is scale. You have all the challenges of running a single Facebook Page, only multiplied across all of the Pages you manage.
But in social media, scaling rarely just means more manpower or minutes. It means more dimensions, more variables. The number of Pages means a wider range of needs and goals from social engagements. Those in turn demand a wider range of strategies to execute to achieve them. It may also mean additional reporting needs to inform planning, execution and accountability.
Running 50 Facebook Pages isn’t quite the same as taking the work to run a single Page and multiplying it by 50. And even for single businesses running multiple brand/product/location Pages, there will be unique factors for each one that complicate efforts to simplify Page management.
Philosophy, process and structure will make or break your ability to consistently manage dozens (or hundreds!) of Facebook Pages. In this post, we’ll give you a framework flexible enough to use for any Facebook Page but sturdy enough to scale out and use consistently over time. To manage multiple Facebook Pages at scale, you need to solve problems across five dimensions: team, schedule, technology, permissions, and process. Organize your management processes in these areas, and you’ll be able to skillfully handle a high volume of Facebook Pages.

 

Managing Facebook Pages

 

Read more

4 Reasons You Should Be Doing More Competitive Research

In digital marketing, it’s normal to spend a lot of your time measuring and analyzing your own site’s performance. But if you aren’t paying close attention to the rest of the market, your understanding of that performance might be incomplete. In this post, we’ll cover 4 reasons to dedicate more time to competitive analysis and a few tips for improving your digital spy game.
It’s critical to choose the right key performance indicators (KPIs), but it’s equally critical to understand success can be relative, no matter the KPIs. Context matters when benchmarking. Competitive research is a proven way to better orient yourself in shifting environments.
In this post, we’ll cover 4 reasons to dedicate more time to competitive analysis and a few tips to take your digital spy game up a notch.

 

Competitive Research

 

Read more