BLOG

Tips for Geographical Targeting in AdWords

Published June 29, 2015
When planning a Google AdWords campaign, you want to make sure you’re reaching the right people. That probably goes without saying, right? After all, rich targeting features are one reason you love digital advertising to begin with. It ensures that you’re only reaching those likely to be interested in your product or service.
Keywords are one important way to target your ads to prospective customers, but it’s not the only way. Targeting by geography can also help ensure that you’re reaching people in the regions that are most likely to do business with you.
For example, if you own an insurance company that only services customers within 30 miles of your Austin, TX office, you don’t want to pay for clicks coming from New York or Seattle. Regardless of how interested Seattle residents may be in working with you, they’re unable to sign on as clients. Spending money to target them wastes your budget.
Or maybe you’re a technology company targeting nationally. Even with customers scattered across the country, you can use geographic targeting to focus on promoting your services to technology hubs located in major metro areas because you know these folks are most likely to become customers.
Thankfully, AdWords lets you target geographic areas with incredible precision. Let’s take a look at the options available, along with some tricks on how to take advantage of them.

 

 

Megalytic Upgrade - June 2015

Published June 24, 2015
AdWords Integration - that's the big news for this Megalytic upgrade. But, that's not the only new feature. In our continued drive to create the world's best analytics report writing and publishing platform, we've added additional improvements including Multiple Sender Emails, Reusable Filters, Adjustable Column Widths on Tables, and Improved Formatting for CSV Widgets.
New features include:
  • AdWords Integration – Pull data into Megalytic reports directly from your AdWords accounts using 4 new AdWords widgets - details here.
  • Multiple Sender Emails for Whitelabel – You can now send out Megalytic reports under multiple email addresses instead of a single default. – details here.
  • Filter Library to support reusable filters – Rather than creating filters for each widget, you can now save filters in a library and reuse them. - details here.
  • Adjustable Column Widths on Tables – All Megalytic tables now have adjustable column widths. Simply hover, click, and drag a column border to resize the column.
  • CSV Widget Column Types – We've improve the formatting options for the CSV Widget. You can now define the type of a column (e.g., Number, Percentage, Currency) and it will automatically be formatted correctly. You can also set the number of decimal places to provide consistent formatting in numerical columns.

A Walkthrough of Megalytic’s New AdWords Integration

Published June 23, 2015
You spend your day managing AdWords campaigns. Actually, it’s more than that. You’re a master of Google’s search and display networks—modifying and updating bids to constantly achieve the best results. It’s your job to deliver not just any traffic, but traffic that converts as economically as possible.
And you’re good at it!
But, in today’s digital marketing world, it is not enough to just be good. You need to communicate your success to others. That means providing your boss or client with regular reports that prove performance and that show worth—not only yours, but the worth of the campaigns you’re running.
Historically, producing these reports has been kind of a drag. Cutting and pasting screenshots from AdWords is ugly. Exporting the data to Excel and creating your own charts and graphs is a massive time suck.
Now, there is a better way.
Megalytic is excited to announce a new integration with Adwords that will allow you to create beautiful AdWords performance reports in a fraction of the time it takes to produce them manually.
Let’s take a walkthrough of this new AdWords integration.

 

 

Managing Your Business with Google Analytics Data

Published June 17, 2015
Whether you conduct business purely online or you engage with customers face-to-face, your website is an indispensable point of contact for your customers and for your marketing. It’s where potential customers can go to learn about you, where they can check you out and where they can decide if you’re the type of company that they want to do business with. And because your website is so important, it makes your site analytics—the way in which you measure what happens on your website—equally important.
Use your analytics to answer questions like:
  • What happens on your website?
  • How do people find your site?
  • What pages do customers look at most often?
  • What sources drive the most leads?
  • And a lot more!
Assuming you’ve already set up Google Analytics on your site, how can you move forward to start using analytics to inform your business decisions? You’ll want to make sure your team is on board, as well as ensure that you’re looking at the right data to relate to your business goals.

 

 

Setting up and Using Google Analytics Content Groups in Megalytic Reports

Published June 12, 2015
Everybody knows you are the data guru. That means the tough reporting challenges always end up in your lap. But you don’t mind—you’re good at what you do. It’s also kind of interesting to be on the frontlines, fielding questions and observing what people are most concerned with. Lately, you’ve been fielding a lot of requests for data organized by content type.
The content marketing department wants to see data on how well stories about new mothers are doing. The media department wants to know how well video articles are doing. The only trouble is that the website isn’t organized by content type. So, traditionally, there was no way for Google Analytics to report on just the stories about new mothers or the articles containing videos.
But a solution is finally here!
With the help of Content Grouping, you can now tell Google Analytics how to identify the type of content that you want to report on.
And, since Megalytic supports Content Groups, you can include stats organized by content type in your Megalytic reports. Isn’t the future wonderful?
Let’s look at an example to see how all this works in practice.

 

 

Adding Google Analytics Content Group Tracking to a WordPress Theme using Google Tag Manager

Published June 11, 2015
The marketing team just told you they need Google Analytics configured to track statistics based on the type of content users are consuming. Specifically, they want to know if visitors are watching videos or if they’re reading blog articles. Your answer will help inform content marketing efforts companywide—either bumping up the video investment or dedicating more time toward writing and researching authoritative articles.
You are the go-to person for setting up Google Analytics tracking, so you know the right way to do this, and the best way to get the marketing team their answer, is by using Content Grouping. You do have some concerns, though. The website content that marketing wants to track is all in WordPress; the theme developers are not going to be too happy with you modifying their code to introduce the Google Analytics tracking code needed for Content Grouping.
Luckily, there is a solution!
Combine a WordPress plugin that captures content attributes with Google Tag Manager (GTM) to add the necessary tracking code without modifying any of the WordPress theme code.
This posts walks through how we used this method to successfully add Content Grouping to the Megalytic Support website.

 

 

Using Google Analytics and Search Console to Assess Mobile Performance

Published June 10, 2015
You’ve been hearing about the importance of mobile for what seems like decades, but is it really that important to your audience and to your marketing? Has the “Year of Mobile” finally come or is still just a lot of hyped talk?
That sound you heard? That was the whole Internet screaming. Mobile is here, and it’s here in a very big way.
While marketing experts have been heralding mobile’s importance (and arrival) for years, mobile website usability has become more important than ever thanks to the latest Google Mobilegeddon update. As of April 21, 2015, websites that fail to provide a proper experience for mobile users, such as a responsive design or a dedicated mobile site, risk losing ground in organic search results. Conversely, pages that are mobile-friendly will receive a boost in Google’s mobile search results.
As a marketer, it can no longer be ignored—you must care about the experience you’re creating for mobile users. To help, two Google tools exist to assess the mobile performance of your site: Google Analytics and Google Search Console (formerly Webmaster Tools).
Disclaimer: This article assumes that Search Console has been set up on your site; if not, you’ll want to complete the simple verification process. Once Search Console has begun collecting site data, you’ll be able to analyze potential mobile usability issues on your site.

 

 

How to Create Digital Marketing Reports Your Clients Really Value

Published June 3, 2015
When you work for an agency, your clients’ goals are your goals. Their wants are your wants. Their bottom line is your bottom line (your clients pay your bottom line, after all). So when you’re creating reports, your client’s goals are what you need to keep in mind, and these are the questions you need to ask yourself.
  • Does this report help my client understand how their website or app performed?
  • Does it speak to their business goals?
  • Does it identify areas for improvement, as well as successes?
If it doesn’t, then you’re not reporting. You’re printing off arbitrary PDFs and images from Google Analytics, AdWords, and other tools. Reporting means talking with your client to understand their goals, and then working from those goals to determine the data to include in their reports.
Your clients should come away from reports knowing how well their websites and campaigns performed, what it means to their business and what can be done better in the next period.

 

ALSO IN THIS BLOG

Remember how your mom told you not to stand too close to the television because it might hurt your eyes?
The same rules can apply to data. If you’re too close, you may miss the patterns and trends that are crucial to understanding your website’s performance. You can’t judge a site’s performance looking at data in the bubble of a single day, you must consider any day’s traffic compared to the days before and after.
Google Analytics makes it fairly easy to analyze trends over long periods of time. But it also allows you to stand right in front of that TV, to look at more granular levels of time, right down to the hour.
There’s a better way to get that close to the data, without burning your retinas. We’ll cover how to analyze traffic effectively in today’s post.

 

 

When the client first came to you, you talked up the value of Google Analytics. You emphasized the importance of seeing where your traffic was coming from. You went on and on about how Google Analytics can show traffic sources to pinpoint whether people came from search, social media or a specific site referral, and how valuable this data was. You sold them on it, so much so that your client looked forward to receiving that first report, the magical day when they would finally understand where visitors were coming from.
But then the report came, and it looked like this:

 

 

It showed that 10% of your client’s traffic came from “(direct)/(none)”. What does this label mean? How do you explain Direct traffic to your client? Better yet, how do you explain “none”?
Let’s take a closer look at understanding Direct traffic in Google Analytics and how we can address it with clients.
One of the most exciting and important aspects of digital marketing is the ability to understand exactly how your customers are finding you. It informs every single part of integrated campaigns and helps determine which efforts are working and which ones need to be revisited. Google Analytics allows you to zero in on the performances of different marketing channels to evaluate everything from brand awareness to social media messaging. To get the most insight from that data, it’s crucial to understand exactly how Google sorts your traffic.
Channels in Google Analytics are high-level categories indicating how people found your site. While the Source/Medium report shows you in more detail where people came from, Channels are broader, more “user-friendly” names lumping visits together in buckets useful for high-level reporting categories.
For instance, Facebook Sessions often show up in multiple ways in the Source/Medium report. They may appear as facebook.com, m.facebook.com, and l.facebook.com, all of which are variations of the same source. The Channels report will include all of these in the Social bucket, so you can see less granular, aggregate numbers on social media performance.