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Using Data to Overcome Digital Marketing Challenges

Published December 23, 2016
You work in digital marketing. You get excited about data, the latest AdWords features, or new linkbuilding tactics. Yet, when you’re ready to pitch your services to a potential new client, you find that they simply don’t share your excitement.
New prospects may be hesitant toward digital marketing. They may be cautious about how well it will work compared with previous efforts. Perhaps one stakeholder within the company is pushing for more investment in online efforts, but the CEO prefers to stick with more traditional advertising.
As an industry professional you know that what has been is not necessarily an indication of what could be. That is, what is possible when campaigns are set up and run with proper expertise and due diligence.
In this article, we’ll cover a few challenges agencies often face in talking to potential clients. Knowing how to respond to potential questions and concerns can put you in a better position to sell the services you care about.

 

 

How to Set Up Facebook Ads Conversion Tracking

Published December 15, 2016
When social media marketing first started, it was often seen as a way to merely “be present” or to help spread awareness about a brand by being a part of the conversation.
As social media platforms have evolved, so too have the opportunities to grow a business and produce revenue as a result of social media-related efforts. While social content may continue to be a mixture of interesting tidbits, attention getters and demonstrations of culture, other posts, and paid ads in particular, can provide strong calls to action and drive new business.
Facebook has also become an increasingly valuable platform for reaching target consumers outside of standard search and display advertising. The ability to layer demographic targeting criteria like age, gender, interests, occupations and income has allowed for incredible granularity in getting your message to potential customers.
This combination of features gives us the chance to equate our Facebook activity with actual income. But only if we’re measuring it properly.
In proving the effectiveness of advertising on Facebook (as with any other channel), the bottom line of success often comes down to conversions. Ultimately, you want to look at which campaigns, ad sets, and ads were the most effective in motivating people to download resources, submit contact information or make a purchase.
Thankfully, the Facebook Pixel offers a clear solution for tracking these results. This code snippet is a one-stop solution that, once installed, allows you to create remarketing audiences and track multiple conversion points across your site.
In this article, we’ll review how to set up the Facebook Pixel on your site and configure conversion tracking within the Facebook Ads interface.

 

 

Facebook Reporting Changes: Megalytic Updates from 2016

Published December 8, 2016
Another year is almost done. Whether you loved it or hated it time pushes forward and we are all changed, for better or worse. For us here at Megalytic, 2016 has been a big. We’ve expanded our reporting capabilities, updated widgets and created more opportunities for you to connect to additional platforms.
But some of our biggest and most exciting updates of the year have revolved around the social media game-changing juggernaut, Facebook. The major developments included connecting with Facebook Page Insights and Facebook Advertising, and including these metrics as a streamlined part of the Megalytic reporting interface.
If you’re posting on Facebook and/or running Facebook ads for your clients and not yet using these features, you’ll find the new connectivity useful for expanding your reports. Even if you’ve begun using these features, you may discover some additional capabilities that you’re not integrating in reports. In this article, we’ll review how to set up Facebook integration and how to use the accompanying widgets.

 

 

How Megalytic Helps our Marketing Succeed at Mercator Media

Published December 5, 2016
“If you can't measure it, you can't improve it.”
So wrote Peter Drucker, an "Austrian-born American management consultant, who contributed to the practical foundations of the modern business corporation" [1]. The main reason why you should measure it is that it forces you to pay attention to your activity and identify what needs to be improved.
But before you get to that optimization point, you need to define what your KPIs are. They differ in every business, sector and organization.
If you partner with Megalytic to pursue digital marketing success for your business and your clients, you need to first define what success means to you. In my organization, Mercator Media, we look at different parameters to define success for our clients. We are a B2B media company building audiences and creating new markets online and then selling advertising spaces on our 14 websites to influence that audience. We are able to give our clients access to over 160,000 professionals in the marine industry globally.
These ad spaces take different forms; they can be one of the following:
  1. a sponsored article about a client’s new product or event published on our news websites;
  2. a directory entry about a client’s organization with details on their specialty, address, contact details and lots of other useful content;
  3. jobs published in our jobs section for all relevant positions within our industry;
  4. a sponsored post on our Social Media channels (Facebook and Twitter);
These advertising spaces are products that allow us to survive as an organization, so you can only imagine how important they are for us. But we could not keep reselling them to the same clients if we were not able to measure what the clients consider relevant. And this is thanks to Megalytic. Let’s look at an example of what I am talking about.

 

 

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.