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Use this story-telling device to enhance PPC reporting



Psst. Come closer, I have a secret: I didn’t study advertising or business in undergrad. Film school was my jam, and I had a penchant for screenwriting. This gets relevant to you in a minute here; I promise.

A stripped-down definition of digital marketing is the deployment of advertising strategies informed by strong data analytics. In our industry, we obsess about numbers all the live-long day. But, numbers are BORING. As marketers, one way we can greatly improve the translation of data into actionable strategies is to utilize a simple story-telling device in our reporting. 

Every story you’ve ever heard follows this format:

You meet a character or group of characters, these people really want something:

stranger things kids

These guys want to find their missing friend.

But there is some force preventing them from getting what they’re after:

fire monster

In this case, an inter-dimensional hellion backed by big science

The meat of the story is how these characters overcome or don’t overcome the forces working against them. Of course, there are some weird arthouse films that defy this convention, but that’s getting off track.

Here’s how you translate this into digital marketing data analytics:

You have a client, they want more leads, more sales, more content downloads, more webinar registrations…

But there are forces working against them: limited budgets, competition, a poorly designed website, bad creative….

The strategy you draft is how you will overcome these forces.

It’s going into the upside-down for your client.

The PPC story you tell can look like this:

“In Q4, our goal was to increase lead volume 20%, but we had to contend with increased search competition (show auction insights graph for Q4). Several new competitors entered the market and were bidding on our core keywords. This caused CPCs to rise 30% (show trend line of increased CPCs over time), so we were getting fewer overall clicks due to the inability to increase our budgets. To surmount this rising tide, we ran a location report (show a map with high conversion locations highlighted) to uncover which markets converted the best at the most efficient price points, and only bid on our keywords in these locales. We also made changes to the website to decrease user friction(show example of user experience before and after). This improved our conversion rate by 15%, which meant while we were getting fewer clicks, the clicks we did get were more likely to convert. Utilizing these tactics, we were able to increase overall lead volume 25% without ever increasing our budgets.”

Did you notice how I didn’t focus on actual performance KPIs, but the context of what was happening with the data? Now, you can’t tell this story without the supporting data. The numbers still matter. But when reporting on performance and showing data to a client, using this framework is helpful to: 

  1. Keep your client in your corner – they understand the heroic feats you are undertaking to help them achieve their goals
  2. A story is something they can easily report back to their management team should they ask what’s going on in paid accounts – remember the human brain is wired for stories – this is why oral histories persist. 
  3. Framing your challenges in this format helps you understand where there are strategy opportunities and what to look for in the future. 
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The beauty of this framework is that it can work for any look-back period. It can be applied to a year’s worth of data, a QBR, or a weekly report. Another important consideration is that this level of consultation is something we can do that AI and bots cannot. Crafting the right story to bring your data to life is the way forward if you want to continue to create relevant strategies and stay in alignment with goals.

P.S. If you want to learn more about ways to stay ahead of the bots, explore Thriving in an AI World: Tips for PPC Professionals


5 Reasons You Should Start Using Influencers to Create Content for You



5 Reasons You Should Start Using Influencers to Create Content for You

Imagine spending 3, 5, 7, 10 years creating content about topics you love out of pure passion. Working through decision fatigue on what to create, what platform to focus on building, and not knowing the latest marketing monetization strategies to actually make money. Only creating from a place of inspiration because you care and have a message to share for years before making a dime. The dedication and consistency is what builds audiences that LOVE your media channels, listening, watching, liking, and sharing your content on a regular basis. That’s what majority of influencers have done to build their channels. 

So why work with influencers to create content for you: 

Reason #1: Audience  

If you are looking to break into a new audience and build brand awareness working with an influencer is a good path to explore. An influencer knows it’s audience better than any SEO search so they know what content to create that will motivate, inspire, and trigger to get a response. They’ve built trust through years of content creation and testing out new ideas to engage their audience.    

Reason #2: Creative 

When you find the right influencer to work with they can be an extension to your business adding to the creative content department. Creative content is a pain point in a lot businesses and why organizations for years have paid big buck to marketing agencies to take this off their hands to make the commercial, promo video, and ads. When you have someone who’s outside of the organization, who’s built an audience, and can play in their strength it will be an added value to any brand and business.  

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Reason #3: Dynamic 

It’s not just any content that’s being created from influencers, it’s dynamic! Ideally, working with an influencer they are coming to the table with ideas for videos, social media, and ad content that will seamlessly incorporate the brand into their audience. Since they know their audience best let them lead this conversation and find a common working ground to let them move forward on their ideas. This type of content is the win-win-win for the brand, the audience, and the influencer’s media channels. 

Reason #4: Consistency 

Consistent content with any media channel is key to creating brand awareness for a business. When you have an influencer who’s outside of the organization not distracted by the day to day operations of a company, leaving them to create consistent dynamic content is something most brands didn’t even know they needed. 

Reason #5: Strategic 

It’s a strategic move for an organization to outsource content creation to an influencer who’s put in the creative work to build an audience. It’s an immediate traffic source to tap into and create brand awareness. There’s an opportunity to put paid marketing dollars behind the content and boost it’s engagement creating more opportunity for a brand. 

On average it takes a person 5-7 impressions to link a brand’s logo to the company. Add in another 7 impressions for them to remember it in the abyss of brands that are being marketed to them daily. When you work with an influencer to create dynamic consistent content you’re increasing your odds of your brand being recognized faster and identified by a trusted source. Good luck on your road to content creation with influencers!   

Valerie Viramontes

Valerie Viramontes is a purpose-driven entrepreneur, women’s and girls empowerment leader, conscious marketing expert, media strategist, and founder of V2 Solutions & Girl Hacks.

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Valerie created her boutique agency specializing in product launches and sponsorships for health conscious podcasters, influencers, and wellness companies. She uses her experience to create win-win-win deals for her clients, brands, and audiences. This has put her behind launches of companies and products with sales into the millions working with brands like Spartan Races, Barbell Shurgged, The Strong Coach, Complete Human and so many more! 

In Valerie’s free time she is a catalyst to remind young women of their inherent wisdom, intuition and power, and guide them to access the confidence within to make healthy choices in their lives. Add in hiking, dancing, reading, exploring new places to eat and she’s in her happy place!

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Data and privacy concerns grow among consumers



Data and privacy concerns grow among consumers

Consumers are showing greater concern over how data is gathered online and in apps and smart devices, according to a new study by GroupM, the media investment arm of WPP. The research was conducted in December by GroupM’s Audience Origin (formerly LivePanel) and included 1,000 U.S. consumers.

The findings indicated a decline in the number of consumers who feel comfortable sharing their data on health tracker apps or to allow smart home devices to automatically order refills for household items.

Sharing info. Over three quarters (77%) of respondents strongly or somewhat agreed with the statement: “I worry about how companies use my personal data online.” This was up from 72% in last year’s report.

Also, only a small percentage of consumers believe that the company who makes a device in the home, or its software, should have access to the data. That number is 5.4% in the current study, down from 6.9% in the previous one.

Read more: Predictions 2022: Data strategy and privacy

New tech. Consumers are less enamored with new technology in their house. Only 51% of respondents in the survey agreed with the statement: “It’s important my household is equipped with the latest technology.” The survey the previous year had 54% agree.

Also, 32% somewhat or completely agreed that new tech “confuses me,” up from 28% the year before.

Why we care. In this study, the numbers appear to be consistently in the 5% range for drop in consumer sentiment around privacy, data and new technology.

It’s not a massive drop, but it’s not nothing either. Individual brands can overcome this barrier by managing a better conversation with their customers about their privacy and data practices.

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Take, for instance, the wide disparity in the way email subscriptions are managed. Some brands offer a one-click unsubscribe, while others hide the option behind a number of additional screens and questions. Marketers can cut through with transparency, and the ones that do will be ahead of the game as privacy law catches up in the states.

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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Trending in Marketing: Content Marketing Trends to Carry You Through 2022



Trending in Marketing: What Trends Are Coming in 2022

  1. We all know that women stereotypically shop more, but what about men? 75% of men are planning to spend more in 2022, Pinterest explains their study on why.
  2. Vertical scrolling is a feature on almost every social media platform, it’s what the common consumer is most familiar with. Instagram plans on taking their story feed vertical as well, giving the app a more “TikTok feel.”
  3. The graphic design niche isn’t for everyone, it’s hard to keep up with what’s what in the field. Here are 12 upcoming graphic design trends to keep you at the top of your game all 2022.
  4. The rules of SEO seem to change more than the Instagram algorithm, making it feel more like there are no rules at all. Could there be a “Best Word Count for SEO?”

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