3 tips and tricks to always stay relevant in the digital market

An increased number of businesses are starting to use Google and Facebook Ads in a complementary way.

By using the power of both paid search and paid social, Google and Facebook provide the digital world with really strong advertising platforms. These tools help marketing companies sketch remarkably effective advertising strategies and, in return, achieve outstanding results.

This approach needs a dual advertising strategy aligned with the strengths of each platform, and should remain consistent across both Google Ads and Facebook Ads.

There are several reasons why: to achieve maximum visibility;  to increase leads and sales; to find new customers;  to adopt different strategies that line up with the functionality of each platform; to receive solid returns on the advertising spending.

Being a superstar of digital marketing, even though engaging and exciting, translates into a lot of hard work. That’s how we ended up being devout fans of Automation, Data Driven Attribution and Data Studio. We are absolutely thrilled about all the help they bring to the table.

With Automation scripts the entire process gets more accurate.

Through Data Driven Attribution we map out the customer’s journey to conversion in finer details.

By using Data Studio, we connect the dots faster, we visualize data and share it with our clients through a much more intuitive and interactive medium. Want to learn more?

Everybody knows that digital marketing takes advantage of digital channels, including email, social media, websites, PPC and search engines to reach one’s ideal audience.

It’s a well-established fact that, unlike more traditional advertising media such as print or TV, the internet lays down a two-way connection, between the business and the customer, helping create a better long-term customer retention.

A rightly structured digital presence is critical for the success of every business. With all the tricks one might have in their pocket, sometimes it can be difficult to distinguish short-term wins from effective long-term strategies. For sure, every digital marketing vision has to follow a few rule-of-thumb tips or good practices guideline that should provide a strong presence in the ever-shifting digital landscape.

The most important one is to always offer content or products that add real value to customers’ lives. This is still the best way to attract quality leads and build a deep relationship with consumers.

This is the reason why we’re always trying to be at the front of digital marketing by positioning our clients’ brands in contextually relevant locations across the online world.

We try to find engaging opportunities to surprise consumers and make them view our clients’ brands from a special, personal or intimate perspective.

Embracing full mobile is a must because today everything is mobile.

Applying brand consistency to brand identity is a given in any circumstance, even just for the simple goal of building lifetime loyalty.

To reach our goals we focus on a few instruments that help us determine strategies and refine results better.

Why do we love Automation?

We love it because it’s all about efficiency.

A script is a highly customize-able tool that interacts with all the structural elements like: accounts, campaigns, ad groups and keywords.

Scripts help create historical quality score reports and find the specific keywords that are under-performing after an optimization. They are extremely helpful for account health check-ups or simply for automating actions that don’t have a bulk action predefined.

Scripts are very useful for better overall result by:  keeping the campaigns always up and running; optimal positioning in relation to the competitors; efficient costs, higher ROI;  instant or scheduled monitoring and reporting.

Why do we love Data Driven Attribution?

Well, as digital marketers, it’s crucial to understand which clicks have the biggest impact, whether they’re the last click before a conversion or not.

DDA uses Google’s machine learning technology to determine how much credit is assigned to each click in the user’s journey. Unlike standard position or rule-based attribution models, DDA uses actual data (from both converting and non-converting users) to generate a custom pattern that ascribes conversion credit to various marketing steps throughout the entire customer journey. Thus, the resulting probability models show how likely a user is to convert at any particular point in the path, given a specific sequence of events.

Data Driven Attribution equips us with the much needed clarity and vision to: better identify the customer’s cross-device path to conversion;  spot the different types of search terms used in the early stages of a conversion (in return they provide valuable insight for the context in which potential customers visit the website);  proper credit each step of the conversion path, that should result in a significant increase in overall conversions; react effectively to the dynamic changes in the market (i.e. sudden price changes); optimize efficiently campaigns budgets according to the desired goals.

Why do we love Data Studio?

We love Data Studio because:  it provides easy access to information from multiple data sources – Google Ads, Analytics, Search Console, YouTube Analytics etc.;  it’s highly customizable: you can pull in multiple data sources, color code stuff, easy drag and drop elements, add and edit text, deploy the data display as bar graphs, pie charts etc.;  it’s easy to share and collaborate: one can grant easy access to multiple users that can view and contribute to any dashboard with real time data and real time analytics; it offers a lot of flexibility and adaptability; it provides easy to understand and interpret data: dimensions, metrics etc.; it allows the creation of an infinite number of charts and tables (unlike Analytics’ widgets); easy save, email, print etc.

Over the years, by using these simple yet important tips-n-tricks, we realized that our clients have to always stay relevant to customers’ needs.

That’s why we make sure our clients are actually trying to connect with people. Of course, there is competition and different approaches, but we like to play by the book: the top one is still authenticity.

The key point for us is understanding our clients’ needs and how we can use the tools that are available to us for the simple and direct purpose of taking our clients’ company to a superior level.