Share on facebook
Share on twitter
Share on linkedin
Share on email

5 Ways to Fine-Tune Your Digital Advertising and Analytics Strategies During a Crisis

5 Ways to Fine-Tune Your Digital Advertising and Analytics Strategy

“Never waste the opportunity offered by a good crisis.” – Niccolò Machiavelli

This crisis presents us with an opportunity to pool our collective knowledge and kick-start innovation in our digital marketing and analytics strategy.  As we are all working from home, what a fantastic opportunity to fine-tune your strategies. Here are five tips that may help raise your Google Ads ranking and increase your brand awareness.

1. Maintain (or Increase) Marketing Spending

According to a recent article from Forbes contributor Brad Agate, in times of crisis or during a recession, most businesses would proceed to cut back in various areas, including their advertising spend.  However, there have been many studies done over the last century to maintain or even increase your ad budgets during a weaker economy.  Those that have maintained their advertising, increased sales and market share during the recession and continued to do so afterwards.

2. Refine Your Messaging with A/B Tests

With a tool like Google Optimize, you can test what types of content, messaging, and even offers may resonate with your potential customers.  There isn’t a way to make people change their spending habits, but by testing and adjusting your content, you can bring them further along the buyer journey. Check out our on-demand webinar and learn about “Creating a Winning A/B Testing Strategy with Google Optimize.”

3. Optimize Your Site’s Branding

Focusing on your own website and brand can be time consuming but now is the perfect opportunity. Review existing blogs, newsletters, on page content to ensure your branding is consistent and contains relevant keywords. Tools such as Google Search Console and Google Analytics on-site search tracking can help organizations understand what terms users are searching to find their brand. Generating content can take time but content and relevant keywords impact both organic and paid marketing campaigns.

4. Understand Your Customers’ Concerns via Surveys

Regardless of your industry, the biggest asset your brand has is your existing customer base.  Getting your customers to respond to a survey might seem like a mission, but with the right targeting and questions, they’ll be more than willing to provide you with the insights that’ll take your business to the next level.  Learn more in our recent post for the travel and hospitality industries, specifically.

5. Change Reporting to Focus on Key Areas

During a recession, knowing exactly what return each marketing investment is providing and why will be your key to not just survival, but growth. Check your Google Analytics implementation.  Are you tracking your marketing campaigns, revenue and advertising accurately? Consider reading our recent article for metrics we suggest considering to review or start tracking.

Develop reports that allow the marketing team to understand their campaigns return on investment or return on ad spend (ROAS). Google Ads integration with Google Analytics allows ROAS calculations in multiple custom reports. Utilizing this information can help quickly evaluate campaigns spend and keyword targeting. Companies importing spend data to Google Analytics from other paid platforms can also use ROAS to evaluate the effectiveness of each paid marketing channel.

Now is the perfect time to review the analytics most important to your brand and ensure your advertising is targeting the right users. Following these steps will ensure your advertising dollars are spent wisely.

Questions About Your Analytics Strategy?

Reach out to the experienced team at InfoTrust today.
Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn
Share on email
Email

Other Articles You Will Enjoy

5 Digital Analytics Trends for Media and Publishers to Watch in 2020

5 Digital Analytics Trends for Media and Publishers to Watch in 2020

Wow, 2020. Honestly, I thought we’d have flying cars and be living in the sky by now; the Jetsons had me convinced that was…

How the Web Analytics Community Can Contribute During the COVID-19 Pandemic

How the Web Analytics Community Can Contribute During the COVID-19 Pandemic

As the world continues to push through the global pandemic, many professionals are struggling to keep their organizations alive and their employees on the…

Analytics Upskilling Resources for 2020

Analytics Upskilling Resources for 2020

During these unprecedented times, we are faced with extra stress and a flood of information. It’s easy to go to the “dark side” of…

Understand Customer Behavior Across Platforms with App + Web Properties

Understand Customer Behavior Across Platforms with App + Web Properties

Any effective analytics strategy starts at the level of organizational business objectives. Goals are set, progress and success are determined by measuring both micro…

Save 10+ Hours Per Week With These Marketing Analytics Tips

Save 10+ Hours Per Week With These Marketing Analytics Tips

With the widespread adoption of stay-at-home policies across the globe, many of us are juggling our professional and personal responsibilities while working from home….

10 Common Questions From Companies Considering Google Analytics 360

10 Common Questions From Companies Considering Google Analytics 360

As the Vice President of the Partnerships Team at InfoTrust, I have the privilege of talking to hundreds of organizations each year as they…

Common Causes of Digital Analytics Discrepancies

Common Causes of Digital Analytics Discrepancies

A common frustration among marketers and digital analysts when using multiple analytics platforms is the existence of data discrepancies. Due to these inconsistencies, it…

5 Ways Digital Analytics Can Help Retail and eCommerce Companies in Times of Crisis

5 Ways Digital Analytics Can Help Retail and eCommerce Companies in Times of Crisis

What an incredible amount of change in just a few weeks. By now, nearly every industry and working professional has felt the effects of…

How the COVID-19 Pandemic is Affecting CPG Search Trends

How the COVID-19 Pandemic is Affecting CPG Search Trends

As the world has come to what feels like a standstill due to the coronavirus (COVID-19) outbreak, many businesses are seeing below-average purchasing behaviors….

Our website uses cookies and may collect user information to provide a good experience. Read our Privacy Policy here.

Leave Us A Review

Leave a review and let us know how we’re doing. Only actual clients, please.