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An Example Facebook Report Template for Agencies

Published March 26, 2018
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.

An Example AdWords Report Template for Agencies

Published March 18, 2018
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.

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

Published March 15, 2018
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.

4 Reasons You Should Be Doing More Competitive Research

Published March 7, 2018
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.

Tips and Advice for Landing Pages

Published February 15, 2018
Ahhhh, landing pages. Hello, old friends.

ALSO IN THIS BLOG

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.
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.
Digital marketers spend a lot of time focused on PPC and SEO campaigns in order to drive desirable traffic to a website. The phrases we’re ranking for and bidding on get meticulous attention, so much so that we often forget about some of the other ways that visitors find us.

We put a tremendous amount of the effort we put into reviewing organic search data and PPC campaign performance in analytics. But how closely do we monitor referral reports?

If that’s not a channel you review regularly, you may be missing out on seeing traffic that is coming directly from links you’ve obtained around the web, local business listings, news mentions, and more. Many times, links are only considered as a means to an end, a metric that Google uses in determining how to rank sites in the SERPs (search engine results pages). But the fact is, many of a site’s links may be directly contributing to its traffic.

In this article, we’ll review how to look at referral reports in Google Analytics, and some of the many ways to use that data to better inform your web marketing decisions.