Paul Hickey is a business leader, digital strategist and web developer who is starting to get loud while documenting the journey of helping businesses grow. We talk Google Analytics, Social Media Content Creation, Facebook Ads, SEO, Paid Search, Web Design and more, as well as the occasional interview with business owners, marketers, educators, entrepreneurs and just overall badasses. Thanks for listening!
The world of Google Webmaster Tools has changed. It used to be super easy to find "Fetch As Google" or "Robots.TXT" tester in the old platform, but now that Google has changed their SEO Tool to Google Search Console, it is harder to find these tools. This video not only shows SEO Analytics and Web Developers how to find the tools you were used to seeing in the old platform, but it shows Small Business Owners and Marketing Directors what to do when they get a "Coverage Issue" email from Google.
So if you have received emails that look like this...No pasa nada. Just click "View Issue Details" and follow along to the instructions in this audio.
It's all part of the plan. Google Search Console is like that second grade teacher that you loved that told you how to fix the problem you got wrong on your homework, so ultimately, you pass the test and get better.
I’ve written at length about how tools like WordPress and GoDaddy Managed WordPress can help save time, money and help companies gain efficiencies.
Especially WordPress Design and Development companies.
I admit, I use hyperbole quite a bit, but I also religiously try to stick to the data, and the data is saying that nearly $770 million will be spent on podcast advertising by 2020, which suggests a massive trend towards user attention being on audio, podcasts, and Alexa-enabled devices, and there is data to prove it.
22% of Americans have smart assistants in their home, up from less than 1% a year ago. That’s huge, people. This is the next way to get your audience’s attention.
Amazon’s Alexa (Echo Device) holds 71% of the voice market, followed by Google Home at 18%, Microsoft Cortana at 10% and Apple HomePod at less than 1%.
88% of 12-24 year olds listened to online audio in the last month.
Estimated hours of weekly online audio that will be consumed in 2018: THIRTEEN HOURS AND 40 MINUTES PER WEEK.
That’s insane. Name something else other than sleep or work that you do that often each week.
And now, just like you can target your exact customer personas and demographics and interest groups on Facebook Ads, Instagram Ads and Google Ads, you can also target them via Audio Podcast Advertising, thanks to Anchor.fm.
Not only is this something that Small Business Owners and Marketing Directors at emerging brands need to look at as part of their paid advertising strategy, but it's also something that those same people can look at as a monetization strategy for their content.
To learn more about how it works, watch the video on this page, click here, or submit this form.
Data Driven Daily Tip 234 - What if I told you you could, for around $1-$2 per person, get qualified real people to "follow your business."
If I said, hey Small Business Owner or Director of Marketing for X, Y, Z brand, I'll get thousands of new people that are interested in your products and services to follow your blog or subscribe to your e-newsletter for $1-$2 or sometimes less, so that you can always send them messaging that they will engage with (as long as it's quality content) and your audience will only grow, widening the top of your funnel and eventually getting them to purchase your product or service?
You know, in simple terms - what if I said I could "get more people who are interested in your product or service to walk into your store, look around, and allow you to send them promotions all the time to get them to keep coming back and looking?"
Great right? Now, what if I told you that you didn't have to pay us to do it for you, all you had to do is take our word for it and learn how to do it yourself from right here?
Lastly, would you still be interested if I told you it had to do with Facebook?
Say what you will about all the Facebook news related to privacy and scandal, etc. The reality is that it's one of the top two marketing platforms in the world.
The other, debatably, depending on your business' target audience, is also owned by Facebook, and is known as Instagram. In this Data Driven Daily Tip video, I go further into why this is and how to do it.
How to run a Facebook Page Promotion (Like Campaign).
If you truly care about growing your business, you'll leave your personal opinions on Facebook at the door, and you'll listen to the data and run Facebook Ads and Page Promotions.
Data Driven Daily Tip 233 - It's actually super convoluted to use Facebook Business Manager to manage your Facebook Page(s) and Facebook Ads Account(s). But as a social media marketing agency and digital strategists that manage accounts for several clients and are constantly requesting access and navigating the process, we also understand the value of using Facebook Business Manager.
It allows brands to have multiple employees or agency strategists play a role in collaborating on Facebook and Instagram Ads.
You may have one person or agency be in charge of determining an ad objective strategy or budgeting optimization strategy.
You may have another person managing overall spent and ROAS.
It would also make sense to have another producing creative and A/B Testing.
Facebook Business Manager not only allows for this type of collaboration between brands and agencies, but it also protects the brands from who can access their data and control their assets.
Because it's super hard to type out the process of adding a Page Admin and even harder to type out the process of adding an Ads Account Admin, I've created this video for anyone needing help, and for current and future clients. :) Welcome.
Remember, while this process may seem annoying at times, before Facebook Business Manager existed, there was no way for two Facebook users to collaborate within the same Ads account. So unless you want to waste your time using multiple credit cards for spend and manually adding together budget and performance numbers from multiple Facebook Ads accounts, just get into using Facebook Business Manager.
And once you're set up, life is super easy.
This is one of the more utilitarian Data Driven Daily Tips, but it's a super important one. Many Small Business Owners and marketing directors don't ever log into Google Analytics, so they don't even really know how to manage the users on their account.
B2B Marketing Begins on LinkedIn, and to do it really well, including running targeted ads to the companies you want to win business from, or the employees you want to hire, installing the LinkedIn Pixel helps you get the frequency you need from the audience that is most interested in you and qualified to become a true lead or eventual customer.
Step 1 is to visit - https://www.linkedin.com/ad-beta/accounts
Step 2 is to click on Account Assets
Step 3 is to click on Conversions, then grab your pixel code snippet into the global header of your website.
Marketers and Small Business owners, you know what Remarketing and Custom Audiences ARE, you just don't know how to implement them.
You know, what they DO, you just don't know how to make it happen for your business. We do.
When a visitor comes to your website and shows interest in a particular product or service, then leaves, comes back, leaves, comes back, sees an ad for you, comes back, leaves, sees another ad, comes back and FINALLY purchases.
You've seen the ad for the service or product that you visited the specific landing page for just days earlier.
You've seen the ad on Facebook, and you've seen it on Websites. How does it get on Websites???
Through Google. This video explains how to set up Google Ads Remarketing Tags on your website and Configure Custom Audiences to bring interested, qualified visitors BACK to your website to convert.
After all, the data shows it takes a user 3-5 times seeing a product/service before they actually fill out a form to get more information (aka, become a lead) or buy a product.
Data Driven Daily Tip 229 - Marketers and Small Business owners, you can put your ads EXACTLY where you want them.
Want your ads to show in front of the most popular YouTube videos? Want them to show before "The Ellen Show" or "Dude Perfect" on YouTube, or even those weird ones with people opening up toys (I know, they're called unboxing).
Know that your audience views particular websites like the Wall Street Journal or CNN.com?
You can use PLACEMENTS in Google Ads to run your video, contextual or display ads through the Google Ads Display Network.
This audio explains exactly how this works; oh, and yes you can combine your PLACEMENTS with CUSTOM INTENT AUDIENCE TARGETING.
It's super easy to send an email marketing campaign. But it's not super easy to be really strategic and maximize the value you get out of sending said email. The perfect example is a mistake I see marketers make all the time, and talk about them potentially making a lot more.
Don't skip over the opportunity that Mailchimp gives you to A/B Test the Subject Line of every single campaign you ever send. Seriously. It takes a few extra minutes out of your day, it costs you no additional money, it increases your open rates and click through rates, and it gives you valuable data to shape your brand messaging.
Case in point, an email that I just sent to 43 attendees of an event we recently held. I've shown you HOW to A/B Test the subject line of a Mailchimp Campaign here, and now I'm going to show you how to read the data and the results in this video.
Use one subject line that is very standard and utilitarian, then test that against one that's more what you'd actually say to a friend that you wanted to open the email. Write them both out, send the campaign, and view the data.
The data will tell you if the utilitarian one was more effective than the friendly one. If it was, it means data saved you from yourself and you need to keep trying and testing your company's playful voice, AND that this particular audience didn't resonate with said playful voice.
If you choose not to test, you risk super low open rates, click throughs and even worse, you get no extra collateral value out of your campaign - like "did this tone/voice work for this audience?"
Always take the opportunity to let data help you convert and craft your next marketing actions.
Do you have a Shopify Store? If so, I've got some good news that you might not know about. It's super easy, AND FREE, to drive a few extra conversions this month.
The data shows that when you re-market to people who have abandoned their shopping cart, but haven't purchased, they're 65% or more likely to convert, especially with a personalized email of some sort.
Most eCommerce Web Developers and Marketers think so much about marketing automation and fancy tools that they forget the simple stuff.
Look into your Shopify backend, and click on "Customers" and "Abandoned Checkouts."
If your store has a ridiculous amount, pull this down into a CSV file and upload it to Mailchimp or your EMail Marketing Platform and send a less personal but more efficient call to action/reminder to come back to your store and purchase their items.
You can even link directly to their cart, and likely their browser cookies will remember them and still have their items on board and ready to checkout.
If you have 100 or less abandoned carts, we recommend just a real personal 1:1 email offering amazing customer service in the form of personal help from the owner of the company.
"Thanks for shopping, sorry you haven't found what you're looking for yet, but let me know if there's anything me or a member of my team could do to help you out" would go a LONG way towards a conversion.
Data Driven Daily Tip 226. So I know that if you're a marketer or small business owner running any kind of Facebook Ads, using the Facebook Pixel, you're confused AF by this email you just received sometime around October 5, 2018.
The email references the fact that starting October 24, 2018, Facebook will be offering businesses the ability to use First-Party Cookies instead of Third-Party Cookies, but WTF?
It doesn't explain the difference, and it doesn't tell you that if your Facebook Pixel is associated with a Facebook Ads Account, it doesn't matter, you HAVE to use the Third-Party Cookies, but now you also have the option to use First-Party Cookies.
So in essence, NOTHING REALLY CHANGES.
All things stay the same for Advertisers using the Pixel. You don't have to do anything, but according to the Facebook Help Center link in the email they sent you, you can do something if you want.
The options for using cookies with your Facebook pixel are:
Use the Facebook pixel with both first and third-party cookies
Beginning on October 24th, 2018, this is the default option for Facebook pixels. With this option, you will use first-party cookie data with your Facebook pixel, in addition to third-party cookie data. This option is recommended if you use your Facebook pixel for advertising, because using both first and third-party cookies will enable you to reach more customers on Facebook and to be more accurate in measurement and reporting.
Use the Facebook pixel with third-party cookies only
You can disable first-party cookies and use the Facebook pixel with third-party cookies only. With this option, your Facebook pixel will be less effective in reaching customers on Facebook and less accurate in measurement and reporting.
Here's HOW you can make your change...
How to check your pixel and cookie settings
Log into your Facebook advertising account, and goto Events Managerlocated in the main menu under Measure and Report.
Select your pixel, then click onto Details button on the top right-hand corner to check its settings.
Under Pixel and Cookie Settings, edit or confirm your preferences. If your pixel is associated with an ad account you will not see Pixel Usage settings.
If you choose to edit Pixel Usage, you will have two options: Advertising and Analytics, and Analytics Only.
But if you run ads, you have to use Third-Party Cookies, so you can't really make any changes.
So now that we know the email can be disregarded, what do we do with the fact that we now feel the burning need to know the difference between first-party cookies and third-party cookies?
Well, I'll break it down for you, but I assure you it's really not that exciting.
First-party cookies are owned by the website a person is currently viewing, while third-party cookies belong to a website other than the one a person is currently viewing. Compared to third-party cookies, first-party cookies are more widely accepted by browsers and stored for longer periods of time.
First-party cookies allow you to do things like place multiple items in a shopping cart on an eCommerce website.
Third-party cookies allow you to do the things within Facebook Ads like use your Facebook Pixel to run re-marketing ads to people who have v
Data Driven Daily Tip 225 - Attention marketers and small business owners, Google has changed the way we need to track Mobile App Analytics.
What The Ef Google? Why do you keep changing things on us?
Google's newest change (without telling anyone), is how to set up analytics tracking on mobile applications.
Out with the old Google Analytics SDK, and in with the new "Firebase" Product and Firebase SDK.
The bad news - your old Google Analytics mobile app data is kind of irrelevant and you should set things up in Firebase.
The good news - Firebase looks WAY better than the old Google Analytics for Mobile Apps, as it features "events," "conversions," "audiences," "user properties," but even better...
Firebase features A/B Testing and Experiments.
AND, don't worry, this is all accessible through your Google Analytics Account. It does mean you'll have to set up a Firebase Account though, and do the integration yourself.
This video shows you how to get started, add your developer to get the SDK in the app, and integrate Firebase with Google Analytics.
Here are the general steps to setting up Mobile Application Analytics Tracking within Google Firebase integrated with Google Analytics.
1. Open Google Analytics and go to Property View, Create New Property, click on LEARN MORE about Firebase.
2. Click - Get started with Google Analytics app reporting.
3. Create an account. Go to firebase.google.com to create a Firebase account and download the corresponding SDK. To learn how to use the SDK in your app, refer to the Firebase documentation on Google Developers.
4. Add your developers to your account.
5. Download and install the SDK to your app. "Click Dashboard."
6. Link Firebase back to Google Analytics.
Data Driven Daily Tip 224. Attention marketers and small business owners.
If you own an eCommerce website and are selling products regularly online, you need to have eCommerce tracking set up in Google Analytics.
This is typically super simple to do with Google Analytics, but sometimes there's some additional coding required on your website so that the data flows properly.
Luckily, for WordPress Woocommerce merchants and website owners, this process is made super simple by the WooCommerce Google Analytics Integration Plug-in.
Follow the steps outlined in this video and you'll be good to go to start tracking your transactions, revenue and eCommerce conversion rate in Google Analytics.
You want this set up correctly because it will also allow you to make Data Driven Marketing decisions related to how many transactions and purchases your marketing efforts are generating for you, such as Facebook Ads, Google Ads, Email Marketing and SEO.
The Step-by-Step Process Outlined In The Video Is Below, Thanks To OM4.com.au.
Go to Google Analytics, click on your website, then click on Admin, View, Ecommerce Settings then configure the following:
Set “Enable Ecommerce” to On.
Set “Enable Enhanced Ecommerce Reporting” to On.
Save, then click on “View Settings”
Set the “Currency displayed as” setting to match your WooCommerce currency.
Save your Analytics View settings.
Return to your WordPress dashboard, and install and activate the WooCommerce Google Analytics Integration plugin. This free plugin is written by WooCommerce core developers, and allows WooCommerce to send your transaction/sales data across to Analytics.
Go to the WordPress Dashboard, WooCommerce, Settings, Integration, Google Analytics and configure the following settings:
enter your UA-ID (you can find this in Google Analytics, Admin, Property, Property Settings.
DON’T enable standard tracking (this is already added via GADWP plugin in step 2 above)
Tick “Enable Universal Analytics”
Tick “Purchase Transactions”
Tick “Add to Cart Events”
Tick “Enable Enhanced eCommerce”
Save the plugin’s settings
Data Driven Daily Tip 223: Attention marketers and small business owners.
Stop wasting time thinking about how often you should send email blasts to your contacts. Instead, just get started.
Step 1 is to create a free Mailchimp.com account if you don't already have one.
Step 2 is to log in and connect it to your Gmail or GSuite account.
This can easily get hundreds of contacts that you already have permission to email into your account. This audio explains how!
Don't worry, I'll be always posting more on how to grow and nurture your lists via email marketing.
This is just to help you build momentum and move in the right direction. Once your lists are created, you can start thinking about what kinds of content to build that will resonate with each of your lists or tags (more to come on tags), and then test your frequency and content.
I've started to write quite a bit about all the different things I really like about the new Google Ads platform.
One new feature with the ad creation that this video walks you through is, Google Ads has added:
1. A third headline, meaning now you have 90 characters in your headlines instead of 60.
2. A second description line, meaning now you have 180 characters in your descriptions instead of 90.
This is important because if you are running old campaigns that have only two headlines or only one description, your quality score will be bypassed by your competitors that are taking advantage of this extra copywriting space.
Not only does this extra room to write give marketers a chance to get across more of their value proposition, but it really helps your quality score, meaning you could outrank your competitors without having to bid as high as them.
Google has made this change without really announcing it, so we wanted to bring it to your attention.
I'm a huge fan of the new Google Ads. It's the replacement to the old Google Adwords.
This podcast takes an in-depth look at what's like to start to set up a campaign now.
Some things that have changed / improved include: Ad goals/objectives (huge for relevancy), audience targeting (the best feature), and the ability to set sitelink extensions from the start of a campaign (this improves quality score).
Don't worry, you're not alone. You're clearly smart. You're a successful small business owner OR an extremely intelligent marketer at an emerging brand or mid-size company, possibly the director of marketing, VP of Marketing or even VP of IT - but you don't exactly know what Google Webmaster Tools is.
It's fine. That's why we're here.
You wonder - is it the same as Google Analytics?
Is it the same is Google Search Console?
WTF? Why does Google have so many tools?
Let me help. This podcast explains! :)
It's not every day you find watershed improvements in your web data that you can immediately attribute back to 1-3 simple action items you recently took on your website, but since we're constantly tweaking and testing, it just happened to us, and we feel the need to share it with you right away.
Now, to many of you already familiar with the impact of Page Speed Load Time on SEO Rankings (which goes along with Optimization for Mobile Web), this won't come as a surprise.
But, in our true style, we don't just believe all we read. We test, we analyze and we make data driven decisions.
So, here's what we did to improve our website's engagement levels by 95% OVERNIGHT.
1. We eliminated some unneeded content on our long scroll homepage. Data showed us originally that the wide format, long scroll homepage was most effective to lower bounce rate, increase pages per visit and average session duration, all of which increase conversions, but when content isn't being looked at our clicked on (insights we gained from heatmapping data), it needs to go. Seriously. It needs to go because getting rid of it minimizes the amount of images and words that the webpage needs to load, and increases the Page Speed Load Time, which keeps search engines, and most importantly, VISITORS, happy and engaged.
2. We changed a hero image with words at the top of our homepage to JUST WORDS. We got rid of the image. The image wasn't relevant anymore to our business, and we didn't have a replacement, so we said "screw it, let's see if this works," - well it has, to the tune of a 95% better bounce rate.
Now, we've also recommended moving background imagery based on data. Moving background imagery takes up far more bandwidth than even imagery, so this may seem counterintuitive based on other blog posts and reports, but remember, data has to be examined on a case-by-case basis. Every website is different, loads a different amount of content, main navigation items, images, and has a different target audience.
However, regardless of vertical, we know that if your website is loading slowly or has a high bounce rate, implementing #2 on our list will help.
3. We removed a "preloader." A "preloader" is a fancy graphic that shows before the page loads. We are immediately going to all of our clients with preloaders and sending them this post.
This is typically something easy to turn off. It's one more thing that the server doesn't have to load (making the page load faster), and as we all know, every split second that a user has to wait in order to see what they came for increases the chances that they'll bounce.
Not only have the web engagement numbers been extremely more positive since these changes, but even more leads have come through our website forms, which is what we all need, right?
Business owners and CEOs have asked me for years (more than a decade), how they can get to the top of Google Search Engine Results pages for keywords related to their business, services and products.
This is constantly changing, but through practitioner-ship and analyzing data (a fancy way of saying trial and error), I have data driven proof that says two things are working extremely well in achieving the goal that all SEO Companies and all businesses strive for:
1. Creating content every day. Here's how.
2. Posting every day on a verified Google My Business Listing.
3. Posting content every day on a YouTube Channel.
Listen in for the details.
If Facebook Ads aren't working for your Service Based business, then you're doing it wrong. Period. We've been running Lead Generation ads for our clients with Service Based businesses, targeting their exact audience based on Facebook Job Title Targeting, and it's working.
There's a specific type of ad in Facebook that's actually called a Lead Generation Ad.
This is working better than running a traditional ad and expecting the user to click through to a landing page to submit their information via the "old fashioned Hubspot way" for example.
Why? Because the data shows more and more Facebook users are on their mobile devices, and simply will not wait for web pages to load that take them outside the Facebook App to external websites.
Gone are the days of expecting the user to click through to a landing page, although you should still build them and test the traditional ads against these lead gen ads, just to be sure!
This episode walks you through how to create a lead generation ad in Facebook.
Let's say you're planning a family vacation. You've obviously searched on Google countless times for cruise lines, hotels in Orlando, or even attractions in Jacksonville.
Then, when taking a break from your vacation planning, have you ever watched a YouTube video, say on how to fix your car, how to unclog your sink, or even simply watched Football highlights or EllenTube?
Stay with me. If not, let's just say for the sake of this blog post that you have.
So in all of this internet activity, have you noticed that you've started to see ads for family vacation destinations that have NOTHING to do with Football highlights, or unclogging your sink?
In other words, your Google Search History is now being reflected in your YouTube video leisure time.
Google owns both platforms, and has figured out a way to make this extremely effective marketing happen.
In happens within Google Ads (the new Google Adwords) and it allows you to run video ads on YouTube in any number of ways.
The new Google Ads platform is pretty sweet. I'm big into it, and as I continue to dive in, there will be more and more content on how businesses can use it to grow their revenue.
However, as you can imagine, in order to truly track the effectiveness of ad campaigns and make real data driven decisions, all conversion tracking has to be set up properly.
One of the things we want to be able to do is run video ads on YouTube, and we want these ads to send traffic to our websites, but also generate leads and purchases on our site.
In order to track the leads and purchases part, we need to set up Google Ads Conversion Tracking Properly.
Like Google Analytics and Google Tag Manager, it's just one more code snippet, but it can be done either via WordPress, or via Google Tag Manager (instructions here on how to set up Tag Manager and create tags).
This episode tells you what you need to know about setting up conversion tracking in Google Ads and integrating it via WordPress or Google Tag Manager. Below are some screenshots of what this looks like.
How To Automate Your Website Email Form Submissions Into Your Marketing Lists (Using WordPress, Gravity Forms & Mailchimp) Data Driven Daily Tip #214. Why have I been wasting my time copying and pasting email addresses into Mailchimp lately?
We've had people signing up for events and presentations that we do around Nashville, and I receive them through the backend of our website. For some reason I've been copying and pasting them in from the emails I've been getting into our Mailchimp account.
I know full well that I have the tools, set-up and skills to automate this process and save myself 30 minutes or so every day.
Alright, I'm finally doing it. I'm finally using WordPress, Gravity Forms and Mailchimp to automate this for myself, just like we do for our clients all the time.
This video shows you how it's done.
Whew, now I'll get a ton of time back in my week. The relentless pursuit of productivity continues.
You may be frustrated by past Google Adwords Campaigns not working. It could be because you were missing a tiny yet critical element - linking your Google Adwords Campaigns with Google Analytics.
Now that Adwords has changed to Google Ads, it's become even more critical that this step get done for any business running Google Ads.
When you link the two platforms, you can optimize Google Ads campaigns for conversions, not clicks. This is preferred, because you can define a "conversion" as whatever you want it to be in Google Analytics.
It could be an eCommerce transaction, an "add to cart," or a lead generation form submission, email opt-in, or even something like a button click or a specific amount of time on a page (let's say 2x the average, for example).
With Ads/Analytics account linking, Google's algorithm will then show your ads to people more likely to not just "click your ad," but go to your website and actually do what you want them to do.
Reason #1 to link Google Ads and Google Analytics is to spend your money wisely.
Reason #2 to link accounts is so that you can see Bounce Rate, Average Session Duration, % of New Visits, and Pages per Visit from Analytics directly in your Google Ads views. This is helpful when making data driven marketing decisions within Google Ads.
Reason #3 to link accounts is to get a full Business Intelligence Dashboard right within Google Analytics. Account linking sends Google Ads data to Google Analytics, so that you can compare your Google Ads campaigns against other marketing efforts like Facebook Ads, LinkedIn Ads, SEO efforts, Email Marketing and more.
Additional reasons to link accounts can be found here, and the above video walks you through exactly how to get this done.
How To Set Proper Location Targets & Exclude Locations In New Google Ads: Data Driven Daily Tip #211 - It's super frustrating to run Google Ads, spending your time and hard earned money as a small business owner or emerging brand marketer only to find that most of your traffic is coming from the absolutely wrong Geo-Location.
Are you paying for clicks that will definitely not benefit you?
Targeting Your Geolocation In Google Ads Isn't Enough!
You need to watch this video to ensure you understand the intricacies of how to not only target your geolocation in Google ads, but how to implement location exclusions properly.
The new Google Ads is here, and a lot about the platform is intuitive, but not this piece.
Thanks to the readers / viewers / listeners who wrote in to request this Data Driven Daily Tip!
How To Properly Implement Location Exclusions In Google Ads
From Google: How to exclude individual areas:
Setting up location exclusions is very similar to setting up location targeting—just enter the name of the area that you'd like to exclude.
To exclude areas within the locations you've selected:
From the page menu on the left, click Campaigns.
Click the name of the campaign you wish to edit.
Expand the “Locations” section from the settings menu.
There are two ways you can exclude a location:
Search for the area that you'd like to exclude in the search box and click Exclude.
Click Advanced search, search for the Location you'd like to exclude, and click Exclude. Click Saveafter excluding the location.
Click Save to save your settings. Your excluded locations will appear under the heading "Excluded locations."
If you select "Show locations on map," your excluded locations will also appear with a red outline on the map.
Data Driven Daily Tip #210 - We're redesigning our logo. We can't decide which logo to pick between the final two options. This is obviously a very important decision for our company and we've gathered feedback and input internally and gone through a couple rounds of strategic revisions to get to this point. Sound familiar?
Well, instead of simply using our opinions, since we believe in Data Over Opinions, we're going to get a couple key data points. One, is going to be a Facebook Poll, and we'll possibly run an Ad or two to get some additional feedback.
But the real interesting data point will be how people actually interact with our website based on which logo is shown.
This means, we're going to run an A/B Test on our website, using Google Optimize.
Optimize will serve our current (Original) logo to one-third of the web users that hit DataDriven.Design, serve new logo option 1, which we're calling "Pixel D" to another third of our web users, and serve new logo option 2, which we're calling "Smooth DD" to the other third of our web users.
This will be done randomly, and this video shows the step-by-step process of how to use Google Optimize to set up an experiment.
It walks you through how to not only create variants, but also how to set up objectives so that you get key data to make your decision.
A/B Testing like this should be done to a certain extent on every website, testing colors, imagery, calls to action and more.
We always recommend only doing one A/B test at a time per page, and running the test for at least a week to a month (depending on how much web traffic your site gets) before looking at the data to declare a winner.
This podcast episode documents the long but rewarding process of installing Google Optimize into your website so that you can run awesome experiments and get real data to optimize your website, and not guess or use opinions.
This is also known as A/B Testing. While there are several third party tools that allow non-web developers and content managers and digital marketers to set up website experiments, such as Optimizely, Hotjar, VWO and Crazyegg, we are electing to use Google Optimize for it's easy integration with the rest of the Google Suite of tools, like Google Analytics and Google Tag Manager, which reminds me, before we get started, you'll need the following.
1. Google Analytics Installed On Your Website (Click here for How To Install Google Analytics)
2. Google Tag Manager Installed On Your Website (Click here for How To Install Google Tag Manager On Your Website).
3. Some knowledge of how to create a Google Tag Manager Tag and Trigger (Click here for a great piece on how to create a Google Tag Manager Tag and Trigger).
We will definitely have more content on how to read your experiment result reporting and make data driven decisions based on those reports, but for now, you're off and running with Google Optimize installed on your website.
Data Driven Daily Tip 208: This video gives a solid overview of the Custom Report functionality in Facebook Ads Manager. Why is this important?
1. If you're a small business owner, this should be your easy, go-to tool to compare the data across all of your Facebook Ads and Campaigns to see not only which are performing best, but also, which Times of Day are working best, which Days of Week are working best, which Audience Segments are cheapest to acquire as new customers and on and on.
2. If you're a strategist or analysts at a digital agency, or a marketing director or VP of Marketing, you can easily examine this key data to make data driven next marketing decisions.
3. If you're a software developer, you can pull down CSV files and create easy pivot tables / interactive reports to impress your co-workers and clients.
You're welcome. :)
B2B Marketing Series: Why Can't I Find Certain "Employers" or "Companies" In Facebook Ads Manager? Data Driven Daily Tip 207
B2B Marketing is not that much different from eCommerce Marketing, really, from a tactical perspective that is.
Facebook Ads is the best example of a platform that is tailor made for doing both very effectively. Our Facebook Ads eCommerce Series gets into that in detail.
But every once in a while, a specific scenario pops up that is solely for B2B Marketers.
Recently, I reported that Facebook Ads has reinstated the Employer Targeting Feature.
But a great question recently came in from a reader:
I don't wish to take up too much of your time, but have read an article of yours and have a question.
I am trying to target music industry people on Facebook and in the 'Employers' section, companies such as Polydor, Universal Music, Sony Music etc do not appear whereas other types of companies do. Any reason for that?
Thanks very much"
Great point. It's actually not that easy to find ALL of the Employers you want to target with an ad.
-This is because Facebook Removed 3 million "terms" / "employers" due to their "Community Guidelines" and has been adding them back slowly but surely.
-The good news is, I've found some tactics that will still help B2B marketers do what they're looking to do. The video above explains, as well as the brief explanation below.
1. When Creating Your Ad, go to Detailed Targeting. Click "Browse"
2. Select "Demographics" > scroll down to "Work" then > "Employers"
Start typing in "Sony Music" - notice it doesn't show, but when you stop at "Sony Mus" - then "Sony Music and Entertainment" shows. So the search is awkward.
Boom, add it.
Once you add it, click suggestions and you'll see a TON more similar "Employers" show, in this case "Atlantic Records," "Interscope Records," and more. The more you add, the better your suggestions get.
Add / Remove, Add / Remove until you've built your audience.
On the Polydor Records example, you'll notice that they don't ever show under Employers, which means they were removed, per above and not added back yet, but building an audience of Job Title + Interest > Polydor Records (which exists) can still build you a very targeted ad likely to hit your audience (although not as exact). Same thing with "Universal Music," which shows under Interests but in much more granular categories, like Universal Music Nashville and Universal Music Motown, etc.
Data Driven Daily Tip #206 - There's nothing quite like finding out that Wednesday is the best day of the week for your business to run Facebook Ads, because you're paying one quarter of the price for link clicks on that day than other days.
Or finding out that you're paying half the cost for Males age 35-44 to like your page vs. Females age 35-44 to like your page.
It's super silly not to ALWAYS USE DATA to drive your next marketing actions. That's why we constantly practice what we preach and show marketers and business owners how to do it also.
Facebook Ads is a super robust platform, which is why we're continuing our Facebook Ads eCommerce Series by calling out the top hidden tips we, as true practitioners of the platform, are constantly finding.
This video shows you how to use Facebook Ads Manager to find "Performance" which you can use to sort by Time, Delivery and Action categories to analyze your data in a plethora of ways.
This is the easy part. The hard part is mastering the artform of actually turning the insights into "next marketing actions." Watch the video, but keep in mind this can also be done at the Ad Set and Individual Ad level if you want to get super-granular. :) Happy eCommerce Marketing.
Facebook Ads for eCommerce Websites: Your Problem Could Be Bid-Capping (Data Driven Daily Tip #205). One of the best content strategies is to have an open dialog with your audience, no matter the size.
For example, my audience is tiny. To say "niche" is to be extremely nice. Small Business Owners, Marketers and Digital Strategy Geeks.
For example, I've been posting videos on YouTube for a little over a year, and am just starting to get some traction.
This video was posted on December 15, 2017, and just got a comment. A great follow-up comment, and thus the purpose of this blog post and new Facebook Ads series.
It's a tiny setting in Facebook Ads.
You get these insights from being a true practitioner; from loving your craft; and from tasting all sorts of techniques and settings within platforms like Facebook Ads.
So "Bid Capping" is the actual micro topic of this post, and how to turn it off in Facebook Ads was the question. The video above has the answer.
Thanks to "Funnel Copy Tips" for the great comment/question.
The purpose of this post is two-fold:
1. To officially kickoff my Facebook Ads eCommerce Series. More to come.
2. To reiterate my point about how CEOs, Small Business Owners and Executives can make content. Don't worry about being fancy. Just put it out there. The traction should follow if you stay consistent, and keep your content educational / helpful in some way to your audience.
So here's Bid Capping and how to turn it off / on. More to come!
(Data Driven Daily Tip #204) Thank you Smash Balloon. When a WordPress plug-in really works, IT REALLY WORKS.
Smash Balloon's FREE Instagram Feed plug-in, is what we've started to use on all of our client websites that want to have an Instagram Feed.
It's easy for Digital Marketers and WordPress Content Managers to do on their own. You don't need a web developer. This podcast explains how.
Podcast Episode 81: Executives & Small Business Owners: You Need To Blog Every Day. Here's How (Data Driven Daily Tip 203). Attention Executives and Small Business Owners: Blogging Every Day for Your Business should be like brushing your teeth. Seriously. When you were a kid, you were scared of brushing your teeth, and you hated it, and let's be honest, that's how most of you feel about creating and publishing business content every day in the form of a blog.
But aren't you the same people who for the last 10 years have asked people like me "how can we get to the top of Google?" and "how can we grow our web traffic" and "how can we get more people to convert on our website?"
Well, some of you haven't. Some of you have simply asked me how I do it (blog every day that is).
Regardless, I'm breaking it down here.
Why? Because I work 60-80 hour weeks just like you, running my own small company, and for the last year, I've created content and blogged every single day.
Not only that, but I've repurposed the blog content into video, audio in the form of podcasts and daily tips, so as to have a presence on:
So What? Well, these efforts have helped grow our web traffic by 525%, with Google, Medium, LinkedIn, Facebook and Twitter all leading the way at driving the traffic.
And see that increase since July 2018 all the way through October 15 (today)? Yep, blogging every day is like writing a small check into your top returning investment account every day.
I know a lot of people may read this blog and watch this video and think (pfewhat? it took him a year to get to 100 subscribers?) That's NOTHING, and it took him a year?
Yep. And I'm proud of it.
1. I put out an average of one video per day. While doing my other full time jobs, running a successful company, building an amazing team, and being a great husband and father of two phenomenal kids. Kids that I actually know well and spend time with. And helping my clients grow their businesses.
2. I went through many different ways of capturing and editing video. Some days I'd record myself on my phone in a meeting using a case that sticks against the wall. Some days I'd record myself using my laptop (sometimes in a meeting, sometimes sitting looking at the camera). I did this / continue to do this, all while actually working 60-80 hours per week.
Sometimes I'd use Instagram stories as the main way of capturing the video content (and editing the video content) and I'd send it directly to YouTube (vertical and everything).
Sometimes I'd be driving in my car, sometimes I'd just have finished a run and be super sweaty and gross, sometimes I'd be walking, sometimes I'd be sitting at my desk feeling gangster and purposely bumping rap music into the background.
3. I'm fully aware of the fact that the video quality and audio quality isn't always the best. I've moved from Nashville, TN to Valencia, Spain, and run a business of 10 people that are a fully distributed senior level remote work team. We all work from home. Sometimes there is now my dryer in the background. Sometimes there is city background noise. Sometimes kids screaming, often music playing.
I now like to shoot some of them around the city, so the audio quality isn't always going to be the best, and I've had some people point out to me that it's "Busch League" that I'm sometimes wearing a backwards baseball cap and a "dirty t-shirt," but as I point out in this video, it doesn't matter to me.
The reality is, I love making this content. It fuels and fulfills me, and it makes me a better person, and a better digital strategist and business owner. It challenges me to provide even more value for our clients and our team.
Our team strives to be the most knowledgable, friendly and easy to work with. That's just us. And these videos are just me.
I'm never going to stress over getting the lighting, audio and video perfect, and I'm never going to change my outfit for the camera.
Finally! I have an answer for all businesses who need to use digital data to justify / quantify the success of their event related marketing and sales / business development efforts in terms of pounding the pavement with meetings.
Like, real data, not anecdotal stuff.
For example, if you have a booth at an event, you absolutely need to make sure all of your sales people are having booth visitors scan your company's Instagram Nametag and follow you right away either from the digital display on the screen of your booth, or right there off of your employee's phones.
No personal information exchanged, and it takes a fraction of the time it takes to sign up for your email list or fill out a web form on a mobile device.
Instead of the booth visitor giving you a fake email address, they actually follow you on Instagram, and you can then see who they are and message them there rather than jam their inbox with spam.
For the first time, we can relate Instagram followers to In-Person Real Life meetings.
Small Business Owners and Marketers need to know about Instagram's new Nametag feature, explained perfectly in this video.
Another use is for 1:1 business development / sales meetings. Business cards are still floating around out there, but the Nametag feature could completely replace it. Business cards are expensive and are thrown away. Training your employees to scan IG Nametags is simpler, more cost-effective, and immediately puts the new contact in your marketing funnel.
The Nametag feature is also extremely relevant to personal brands, or super talented musicians, gymnasts, dancers or street performers that want to get some love for being on people's Instagram stories all the time. :)
A Great Small Business Marketing Tip. I've written a lot about the importance of Google My Business, how it's the number one most important Small Business SEO strategy and even something all marketing directors and VPs of Marketing should pay attention to regardless of the size of their company.
I've even gone in depth about why it's important to post photos on Google Maps.
Now, it's time to take a look at the different post types you can make in Google My Business, and why it is a tool that all businesses can use to create offers, promote products and events, and direct people to their storefronts. This audio elaborates on how to improve your business SEO.
Does Your Digital Agency Know How To Get Your Business To The Top Of Google? Data Driven Daily Tip #199. Google has clearly decided that maps results will outweigh web page results for local business searches that don't include the company's name (also known as non-branded or un-branded searches). These are the searches you want to rank for, because they bring in net new customers for your business, vs. customers who already know you and are simply looking to find you. Those customers will make a search with your business name in it and will find something like this.
So I was just getting ready to send out an email marketing blast to a group of 206 marketing directors, VPs of Marketing and CMOs who attended a webinar that I gave recently.
The follow up email was to give them a FREE GOOGLE ANALYTICS ASSESSMENT to help them use data to improve their website.
There was only one problem! I forgot to set up an A/B Test of the Subject Line.
This is very important, so I scrambled, paused the scheduled campaign, and reworked it to send the A/B Test. This audio explains how!
Ep.75: Attention Marketers: Does Your Web Developer Know About Facebook Events Partner Integrations? It's a tool within Facebook Business Manager that makes it super easy for the non-technical marketing person to easily integrate their website conversions, eCommerce or Lead Generation, or even custom events like button clicks and scroll-to-stops, modal window opens, etc. - and, perhaps the best, CRM lead generation integration, ALL BACK TO FACEBOOK ADS!
We're talking a three to five minute set-up process to get your Shopify Store, WordPress WooCommerce Store, even Magento, BigCommerce stores hooked up directly into your Facebook Ads reporting dashboard.
It even includes CRMs like InfusionSoft, SalesForce and Zoho, and of course, Google Tag Manager.
Not only does this allow you to SEE THE DATA that is most valuable to you, but it allows you to RUN future Facebook Ads that are optimized to the actions that you want.
Here is a video that explains it all, followed by screenshots from the Shopify Integration Process (we just picked one).
Continuing on in our Facebook Ads Manager / Facebook Events Manager / Facebook Pixel content series, it's important to truly understand why some Facebook Ads work better than others.
Now that you know how to set up the Facebook Pixel, and how to access the Events Manager page and think through how to use the data, it's time to get into how to create custom conversions.
When you take the time to have a layered digital marketing strategy that includes Facebook Ads, you need to use the data from the pixel to run ads that are super targeted, which can be set up as Custom Conversions inside Facebook Events Manager.
The video below shows not only how, but also talks about why you would want to do this, for example, if I'm trying to sell more WordPress Web Design and Development Services, I can run ads to people who have viewed my Web Design and Development Services page, and I can even run ads to people who have not only seen that page, but who have also filled out the lead generation form on that page.
A little something in their Facebook feed or Instagram story to say, Remember us? :)
Think of what this could do for your business.
How To Use Data From Your Facebook Tracking (Facebook Events Manager Data Overview): Data Driven Daily Tip 195. So you installed your Facebook Tracking Pixel a few months (or years) back, right? But have you done anything with it yet?
I mean, have you looked at the data it's giving you, or have you thought about using that data to inform the type of ads to run, and better yet, the creative on the ads?
Or, the types of calls to action you could add to the pages that the pixel is telling you your users are most interested in?
There's a whole world of marketing data available in Facebook Ads Manager, specifically folded under Facebook Events Manager, that I want to make you marketers and small business owners aware of.
It can get overwhelming, so we're going to go one step at a time, with this step simply being how to access your data.
Go to business.facebook.com/events_manager and follow along.
While most people think of LinkedIn for B2B marketing, I've made it well known that the data shows that when paying for advertising space, Facebook Ads are the number on spot to market your B2B product or service offering from a cost per customer attention and cost per customer acquisition standpoint.
To that end, it's important to note something that has flown under the radar. The much publicized removal of "employees of" job title targeting from Facebook Ads a little under a year ago, is being reinstated. According to Facebook's official developers page, Professional Target Options are back:
We continuously review our targeting options to help you reach the people that are the most relevant to your business. We're excited to share that new interest segments to reach professional audiences that are now available in our ads interfaces. Additionally, we'll also be doing a phased rollout of a number of reinstating targeting options for Job titles, Employers, Field of Study & Education
Data Driven Daily Tip 193 - If you own a Shopify eCommerce Store, you're likely interested in running digital campaigns, and very interested in understanding what drives the most qualified web traffic and conversions to your website:
Instagram Content and Ads?
Where is the opportunity? Where is the whitespace for growth? While our Digital Strategy Roadmaps are a great service offering to answer these questions, from an ongoing digital marketing execution perspective, you need an accurate way of aggregating your data over the long term to understand what's working.
Google Tag Manager is a tool that you need to install to set up your data gathering properly within Google Ads and Google Analytics and other platforms.
Setting up Google Tag Manager on your Shopify site is critical.
How To Create A New Google Analytics Account and Put Tracking Code In Your WordPress Website: Data Driven Daily Tip 192. It just kind of dawned on me that as much as I talk about data, Google Analytics and WordPress website design and development, sometimes I leave out the simplest part - making sure that you have Google Analytics installed.
The data is overwhelming on the amount of people who DON'T KNOW how to set up a Google Analytics account and install it in their WordPress site.
You're not alone.
It's super simple.
One of the many reasons I love WordPress is because regardless of your skill level, you can contribute, learn and contribute more.
Seriously, even if you've never updated a website before and don't know the first thing about coding, you can learn to manage content.
Our team has trained hundreds of Administrative Assistants, non-technical Marketers, interns, VPs, IT personnel and even small business owners alike how to update all of the content and even SEO metadata on their WordPress websites.
We believe that you should have access to update all of the content on your own website, but we also know that it's risky to hand away the "keys to the kingdom" so to speak to another person who could "mess things up."
That's why this tip "how to create a staging server on your GoDaddy Managed WordPress Account" is so useful. You can go in and clone your site, and give yourself basically a safe playground area to try things and see if they'll work on production (your live site).
We've been bullish on Instagram since early in 2017 when we realized the sheer volume of active users and the amount of attention those users are giving to the platform.
We're big on building up your company's content strategy, then deploying pieces of it consistently on Instagram.
But more and more useful marketing tools keep popping up within the platform, for example, when a post is performing well, Instagram will show you a message in your feed to promote it. There are four main options to promote your post on Instagram now.
Attention WordPress Developers & Marketers: Data Driven Daily Tip 189 - Our WordPress Development Team (special thanks to "Chris Tooma"), has been on top of this one for a while now, and today I woke up to write my daily blog and saw this message in my WordPress Dashboard after a recent upgrade to WordPress Core version 4.9.8. AKA - Gutenberg is HERE! WordPress Content Managers and Content Marketers Don't Need to install it yet, but CAN install it if they're on WP v4.9.8 like all of our clients are.
Data Driven Daily Tip 188: One more important one that the data says is extremely important is - when posting Instagram Stories, each :15 story post should have a relevant hashtag in it. It should be done via the Hashtag Sticker within stories.
We randomly decided to start using the hashtag sticker in our stories, and the data shows that the visibility of our stories exploded from around 20-25 people viewing our story to upwards of 450 people viewing our story.
While location stickers can also help increase your story's visibility, you can't always control your location. But you can control how strategic you are with your hashtags!
Believe it or not, the number one excuse (after "we don't have enough time to do that") from brand marketers and small business owners as to why they don't consistently post on Instagram is: "we don't know what to talk about, we're not that interesting."
This is AFTER they've finally realized that the data overwhelmingly proves that their target audience is in fact on Instagram.
So the helpful, strategic and tactical response to their excuse is, let me put something in context for you and show you something cool.
1. The context. If you have a business, you have an interesting value proposition and story to tell against it. If you don't tell that story, then you for sure have frequently asked questions. You have questions that you ask to your co-workers, and you have questions they ask to you, and you have questions that your clients or customers ask about your company or to someone specifically in your company.
This needs to be part of your content strategy.
2. The something cool.
Data Driven Daily Tip 186 - Have you ever sent someone a link to a video on YouTube and then explained to them that they need to skip to the 50 second mark, or wait to watch or pay attention until a certain point in the video?
Did you know there's a simple way to simple edit the end of a YouTube URL so that it automatically drops the user to a certain point in the video?
See the =50s at the end of the URL below? that's telling it to drop the user to the 50 second mark of the video upon click/page load.
Data Driven Daily Tip 185: For months I was podcasting about once or twice a month, very long form, interview style. It was a good start, and gave me some stuff to talk about, however recently I decided to change my strategy to see if listenership improved.
I increased frequency to basically daily, or at least 4-5 times per week, and made the episodes shorter, like 2-5 minutes in length.
See how the data shows the listenership skyrocketed? Not only do you need to start a podcast, but you need rework your strategy. It's not what's next, it's what's NOW.
Data Driven Daily Tip 184: What Is Medium.com? It's a free place to blog from daily to weekly to monthly, but as long as you're doing it consistently, it will do your business well.
As of 2016, more than 60 million active users were on Medium, and we have reason to believe that audience size has close to tripled in the last two years.
On top of that, our own web data shows that companies who blog on Medium regularly see the most qualified website traffic from it as a referral source, with more than double the average engagement from web visitors vs. other backlinks.
Translation: Blogging on Medium.com regularly with a byline backlink to your website results in more engaged users to your website, which will eventually mean more qualified sales and leads.
We recommend Medium.com to all of our digital strategy roadmap clients.
Now, here's a key way to grow your following on Medium.com. Listen to find out!
What’s the difference between the Facebook Ads metric “Website Conversion Value” and “Website Purchase Conversion Value?”
A heart attack, initially. 🙂
You see, when you go in to analyze the performance of your Facebook Ad in terms of generating sales to your eCommerce website, you need to go in and click the blue “plus” (+) icon to the right of your columns and “Modify Columns,” then you always need to add two columns.
1. Return on Ad Spend.
2. Website Purchase Conversion Value.
You see, if you add “Website Conversion Value” you get a MUCH BIGGER NUMBER, that does not represent your actual eCommerce Sales, but rather an arbitrary potential number defined by your Facebook Tracking Pixel Set-up.
If you want to customize this more mid-funnel number, it’s not a bad idea, here is some discussion.
But you don’t have to do anything, you just have to add the correct column. 🙂
Hit me up with any questions on Facebook Advertising at firstname.lastname@example.org.
I'm HUGE on what the data says is working for your marketing strategy. The data doesn't lie. So this may seem confusing, but I'm really not concerned with the headlines recently that Facebook lost $125 billion last quarter.
It's really irrelevant to your marketing strategy, especially when Facebook Ad - when done correctly - result in the lowest cost per customer acquisition and highest return on ad spend across all media channels, let alone digital media channels.
I have a ton of respect for the AdHawk Blog and Newsletter, but they got a little overboard in giving so much love to this article, which says "only" 2.23 billion of Facebook's 3 billion users are (active on the platform). Seriously?
Only 2.23 billion?
Name me another marketing channel that you can reach your target audience for $1 or less per, that has a prospective audience of 2.23 billion?
LOL. It's freaking laughable.
IGNORE THE HEADLINES. Be a practitioner.
ATTN MARKETERS: (from CMOs to Small Business Owners)
Whenever social media platforms start launching features to combat one another (feature wars), it's usually an amazing opportunity for marketers. In 2015 it was Instagram adding "Stories" to copy Snapchat.
User attention FLOCKED to Insta Stories, and hasn't wavered since. Now, it's the launch of IGTV to dominate YouTube.
Well, less than three weeks later, YouTube launched a very subtle "messages" feature to help extend organic reach of videos, and keep people native on the platform.
Here's how to marketers, from CMOs to Small Business Owners, should use this.
How To Create A Paypal Button and a Confirmation URL for Google Analytics: Data Driven Daily Tip 180. ATTN MARKETERS: (from CMOs to Small Business Owners)
So this one is pretty effing cool in my humble opinion (I know, I know, Data Over Opinions, right). But this opinion of mine (on how cool this is) actually puts you all in a place where you can get more data than ever!
You see, one problem I’m helping you solve in this Data Driven Daily Tip is HOW TO create a Paypal payment button to embed into your website.
But the more strategic, more critical business function that I’m showing you here is, how to create a URL that redirects your customer back to your website to track conversions.
Then, how to set up a Google Analytics goal off of that URL. What am I talking about?
In plain English: this video shows you how to set yourself up to understand where your Paypal payments on your website are coming from (i.e., referral traffic, social media posts, Google Ads, Facebook Ads, SEO, etc.
So you know I’m a total geek, but even I stop sometimes and say “WTF Google? Why are you making things so complicated.”
But, we can’t sit and complain about it, we have to just figure things out, so case in point – WTF is Parallel Tracking and why are Google Adwords and Google Adwords Express Advertisers getting email notifications that they need to switch to Parallel Ad Tracking by October 2018? Here’s what you need to know:
Parallel Ad Tracking Is – A change in the way tracking code is served, that increases page speed load time, and security. More here.
Here’s How to Switch to Parallel Tracking – Log into your Adwords Account, click “All Campaigns,” the “Settings,” then “Account Settings,” then “Tracking,” then toggle “Turn Parallel Tracking” to “On.” Then run the test by clicking the test button.
If you’re only running Google Adwords Express Ads, you won’t see any of this, but Google Adwords Express (Soon to be Google Ads Smart Campaigns) Advertisers do not need to do anything!
So I’m huge on two things:
1. Starting sentences off awkwardly with “So” or “And,” and …
2. Pressuring all marketers, from CMOs to Small Business Owners, to use Google Analytics for 30 minutes per month.
Whether or not you follow my step-by-step process outlined in the Data Driven Academy, of looking at Audience, Behavior, Acquisition and Conversion Reports, one thing I haven’t talked about yet but need to more, is the Intelligence Feature in Google Analytics.
The Intelligence Feature essentially analyzes your data, thinks for you, and shows you “what you need to know.” Now, it’s definitely not a perfect science, but it’s a great starting point for familiarizing yourself with just how much this free tool, Google Analytics, can help you optimize your digital presence and ultimately grow your business.
Email me at email@example.com with any questions.
Thanks for reading, watching and listening, and have a great day!
I’m a huge fan of using platforms the way that the platforms say to use the platforms. So today, I want to lift the hood into a part of Instagram that I guarantee most of you if not all of you haven’t seen yet.
As content strategists, we’ve given clients and Data Driven Academy attendees the following advice over the last 12-24 months:
On Instagram, document over create, show behind the scenes content. Don’t worry about curating everything or making everything look perfect before you post.
Repost Content and repurpose other people’s content while giving them credit.
Connect with other accounts by searching popular content, including accounts and hashtags related to your business and interact with those accounts.
Comment on their posts, DM (direct message them) to increase visibility to your account and grow your following.
Don’t underestimate the power of a nicely completed business profile, complete with Hashtags, Emojis, and of course, contact information!
Do you have an online store? You know, like Shopify, BigCommerce or even WooCommerce?
Get ready, because there are some serious things you need to know about the most effective digital marketing practices to generate sales on your website.
In short, Instagram and Facebook are where you need to be, running ads specifically.
Get the following ready:
Facebook Business Manager / Facebook Ads Manager Account
Your Shopify / BigCommerce Log-in
Your Instagram Account
You need to set up the following:
Shopping Bag Link in Instagram Stories
Instagram “Collections” Ad Campaigns
Facebook “Product Catalog” Ad Campaigns
You’ll need to Connect Your Facebook Product Catalog with your Instagram Profile, something we’ll show you how to do in the Data Driven Online Academy.
Most people don't think about Google Analytics at all, even when they know they should (see more here about spending 30 minutes a month in Google Analytics), but even those that do think about Google Analytics only think about it related to their website's data.
But what about mobile apps?
Did you know how easy it is to ensure you have your downloads, active users, most popular screens, user / behavior flow and even custom event tracking set-up via Google Analytics?
Check out how to download the Google Analytics SDK (Software Development Kit) for your mobile app to give to your custom software developer to make sure they properly install Google Analytics on your iOS / Android Application!
Get ready, you’ll need the following for this one:
1. A WordPress Website;
2. A Google Analytics Account;
3. A Google Tag Manager Account (don’t worry, it’s easy – you just go to google.com/tagmanager and log in with your existing Google Account or GSuite Account).
What’s the point? Well, you want to make data driven marketing decisions, right?
Like, you want to know NOT ONLY HOW MANY CLICKS you got on that key “Download Now” button on your homepage, but you want to know WHERE those link clicks came from, right?
Like, how many came from your Google Adwords Campaigns, how many came from your Facebook Organic Posts, your Boosts, your Facebook Ads, your Instagram Profile, your LinkedIn posts – get it?
Cool, listen to this audio and you’ll be on your way to setting up your very own digital business intelligence tracking dashboard.
Thanks for listening, and have a great day!
I talk about it all the time. I live by it. My team now has fully bought in and sees the value. Clients are actually regurgitating my own words back to me in meetings. It's taken about 4-5 years, but it's all happening.
Our Web Design and Digital Marketing Process is working for our clients, and for us.
It's a total contradiction, simple but complex at the same time. Using data to drive design. Using data to drive action. Stop debating, start doing.
Like any good digital agency, the proof is in the experience and the work, and the results.
We're so in it, on a daily grind basis, that I've finally started to take some time to lift the hood and show our process.
This video shows how we use Google Analytics to make real improvements to websites and marketing strategies that result in clear action items.
Simple ones. Not expensive ones.
Once these action items are implemented, then the engagement levels improve, and the leads and sales are generated.
It doesn't happen overnight.
In this episode, you hear audio from Data Driven Daily Tip 172, where I break down the data that exists inside Google My Business and how it can help you from a marketing and operations standpoint. Specifically, I talk about how to download a report that shows search data, map analytics and even foot traffic if you have more than one local business location.
When it comes down to it, I’ve basically made a career out of using free tools to build shit. 🙂 Seriously, Google Analytics and WordPress are the first two PERFECT examples.
Could it be that Google My Business is next?
There’s a TON of free data that can help your business within this platform. All you need is a verified listing.
But if you’re a business with more than one listing, how do you get this data from your 2-300 locations (or more) in one cumulative report.
There seems to be a lot of confusion among business owners about which SEO tactics are the lowest hanging fruit for them to tackle.
A number 1 is a verified Google My Business Listing. But even for those of you marketers (from CMOs to Small Business Owners) savvy enough to verify your listing and pay attention to the data and capabilities around it, you may have noticed that you get pinged with updates to your listing.
Where do these come from?
Well, a lot of the time they come from User Contributions. Yes, that's right, Google allows any user to make contributions to a Google My Business Listing (verified or not) and even rewards them for it.
This episode breaks it down.
Are you in college and looking for a career path? Whether or not you like sports, or are interested in a career in professional or college sports, there are some solid learnings in here for you. I recently had the opportunity to sit down with three really solid current college students that have made a wise decision to do a summer internship with a professional sports league based out of Nashville, TN. I was invited to share my story of how I made a decision at age 19 to start my career. It was fun to share my experiences and my path with the Detroit Pistons, from cleaning out closets to being trusted to keep the official scorebook for the NBA. From 100 people in the 22k seat arena to the Malice at The Palace and it's impact on my career. Please listen and enjoy!
Small Businesses want to know how to generate web traffic. SEO and blogging are still extremely effective ways to get found, and convert visitors into customers. More than 65% of Web Traffic still comes in from Google Organic Search (Blogging and SEO). In this episode of my podcast, you hear real audio from a client call about the technical side of Organic Search (Search Engine Tiles, Meta Descriptions and Schema), as well as the Strategic Content Marketing side (Blogging, Partnership Creation, Link Building and Social Media). I use a fitness analogy to break down the concept that just like getting fit is accelerated by both eating well AND working out, getting found on Google is accelerated by both having technically sound SEO strategy, and creating relevant content for your target audience and distributing effectively on a consistent basis.
What Does General Data Protection Regulation (GDPR) Mean For Websites? So, GDPR, huh? :) I'm thinking that you either fall into one of two camps on this.
Either you're familiar with this, or you're not.
Regardless of what camp you fall into, and regardless of if you're a small business owner, marketer, web developer or whatever, this will be one of those things that EVERYBODY will ask you what you should be doing about it.
First of all, GDPR (General Data Protection Regulation) is a law that goes into effect today in the European Union, but it effects most businesses in the world because there's always a chance that an EU citizen or business could provide you their user data through your website.
Having said that, some companies have done a better job than others at scrambling around to prepare for ensuring GDPR compliance on their digital presence.
I'm trying to keep this simple.
Here's my guide.
I was fortunate enough to attend VoiceCon in NYC, hosted by VaynerMedia. The conference focused on Digital Audio, Podcasting, Alexa Skills, Google Home Actions and more. Among the line-up of speakers were Justine Bloome (Chief Strategy Officer, VaynerMedia), Naomi Makofsky (Global Product Partnerships, Google Assistant, Google), Devin Nagy (Director, Technology and Emerging Platforms, Diageo), Mike Mignano (CEO, Anchor), Ryan MacInnis (Director of Marketing, Voysis) and Speakers: Avery Durnan (Vice President, Media Platforms, VaynerMedia), Susan Canavari (Chief Brand Officer, Chase), Gina Garrubbo (President and CEO, National Public Media), Ken Lagana (Head of Sales, Panoply).
I was able to ask a couple important questions related to advertising on podcasts, and securing your brand name within a Google Home or Alexa Skill.
In 2006, my beautiful wife Kate (sorry, I always refer to her that way, but she is a beautiful person, so I can't NOT refer to her that way :) said that she wanted to run a marathon. It was on her "bucket list."
I was totally out of shape - like 55+ pounds overweight. Seriously. I had no business training for a marathon. But I was only 25 years old, and definitely need to get off my ass and do something physical. I was a hard worker - at work for the Detroit Pistons - but long hours at the arena and traveling with the team were my excuse for eating buckets of Thai food, Pizza and totally letting myself go physically.
I'd sleep in until sometimes 9 a.m. on workdays, again, because of the late nights at the arena. I rewarded myself with junk food for "working so hard" at my job, and let's be honest, it's fun having an "eating buddy," and I was definitely Kate's eating buddy.
Here's how I went from a ridiculous 6 hour marathon time to breaking 4 hours 12 years later!
This is a special episode. Audio ripped from a phenomenal talk my wife Kate Hickey and I had with 80 high school students in Spring Hill, Tennessee about how they can start now to build their careers in marketing, engineering or any other field they might be interested. I was super pumped to have the opportunity to talk to this group of students. A must listen for anyone with a high school student or college student (or any high school or college student).
Over the past year, it's become increasingly clear - regular old email marketing just isn't really working that well anymore. B2B marketers that bought lists back in 2007-2010 and mass emailed prospects to try and convert just aren't having the same success. Why? I break it down on this episode.
I sat down with Will Acuff, co-founder of CornerToCorner.org, an amazing non-profit in Nashville, TN that has built a successful entrepreneurship program, graduating dozens of entrepreneurs each year that are increasing revenue by 20-30%. Will is full of energy, intelligence and his passion is infectious. You can't miss this show.
It's on and poppin'... the full episode with Sloane Scott of Punching Nun Group - smarter strategic marketing - out of the Nashville / Franklin, TN area. Sloane is a digital marketing pioneer and self-proclaimed "#2" with extremely hard work ethic and amazing experience as an entrepreneur and businesswoman. She had an amazing way of articulating all the points I was trying to make in a much better way in this episode. Tell me what you think!
Sometimes, when you're seeking answers to questions about your life, business, parenting, family, the pursuit of happiness, making money or how to spend your free time, you have to simply take action and either get those answers from "successful people," "people you'd have dinner with," or you have to freaking "just do it" and see how it goes. I mean, stop dwelling on the question, and seek the answer or just do until the answer finally comes to you.
I've written recently about some life stories, and I'm going to continue to. Here's one in a little different format, transcribed from my business meeting with Gary Vaynerchuk, a man on my "Mount Rushmore."
I learned a ton from this experience, but here are three main points:
- Whoever is closest to the customer always wins
- When you hedge, you give up your leverage
- Never let anyone else dictate the outcome of your success
But I think the biggest takeaway, that I wasn't expecting, quite simply is, I learned the TRUE IMPORTANCE OF BUI
🔥🔥Episode with Emily Gold, Founder and CEO of Twice Social. The former fashion model turned social media influencer and I break down trends and news in digital media including Instagram, Facebook and LinkedIn.
Episode 37, with attorney Thallen Brassel. Did you know that whether you’re an Instagram Influencer or large corporation, you should be protecting yourself against FTC regulations related to Social Media and Digital Marketing? Attorney Thallen Brassel stopped by Data Driven Design to be a guest on the podcast. You don’t want to miss this episode!
Such a common problem in the SEO Client Services Game is a lack of communication with the client about what's really happening. Too many SEO Service Providers simply send a report every month and don't communicate. This is the easy way out, and the quick way to recurring revenue for the provider, but provides no value and is a complete rip off for the client. The client needs to know exactly how the SEO Services are helping their business and what's being done tactically to drive quality web traffic on a consistent basis.
Why have Black Friday and Cyber Monday basically become blatant invitations to unsubscribe from email lists? I examine the data and the psychology behind this, as well as what brands and small businesses should be doing throughout the year to avoid falling into this trap.
Is Keyword Ranking really as important as you think it is? This episode talks about why the actions and formula behind driving Keyword rankings are way more important to driving business than the Keyword rankings themselves. You have a business for a reason, let’s focus on that!