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

2 Reasons Why Enterprises Run Adobe Analytics and Google Analytics Side-by-Side

2 Reasons Why Enterprises Run Adobe Analytics and Google Analytics Side-by-Side

Making the most of clients/prospects’ data is the driving force of the conversations we have on the Infotrust partnerships team. When I sit down…

4 Retail Digital Analytics Trends to Follow in 2021

4 Retail Digital Analytics Trends to Follow in 2021

The world-changing events of 2020 impacted nearly every industry, with retail and eCommerce seeing dramatic shifts in consumer behavior. While the COVID-19 pandemic is…

4 Digital Analytics Trends for CPG & FMCG Companies to Watch in 2021

4 Digital Analytics Trends for CPG & FMCG Companies to Watch in 2021

Unless you’ve been living in a cave for the last 10 months, you likely understand the tremendous impact that the COVID-19 pandemic has had…

4 Advantages of Server-Side Tagging in Google Tag Manager

4 Advantages of Server-Side Tagging in Google Tag Manager

Server-side tagging is a hot topic these days in the analytics world. For the uninitiated, server-side tagging allows users to move measurement tag instrumentation…

3 Practical Use Cases To Get You Started with Ads Data Hub

3 Practical Use Cases To Get You Started with Ads Data Hub

You likely have heard about one of Google’s newest products, Ads Data Hub, but you’re probably wondering… “Do I really need another tool?” While…

Google Analytics 4: An Introduction to Predictive Metrics

Google Analytics 4: An Introduction to Predictive Metrics

My wife and I welcomed our first child, Leon, to our family last year. His arrival brought sleepless nights, lots of time inside playing…

What the Automotive Industry can Learn from CPG Companies

What the Automotive Industry can Learn from CPG Companies

Diapers, coffee, and frozen pizza are probably not the topics being discussed in the board rooms at the big car makers in 2021.  But…

Why Executive Teams are Resisting Google Analytics 4 (and What You Can Do to Change Their Minds)

Why Executive Teams are Resisting Google Analytics 4 (and What You Can Do to Change Their Minds)

Few can dispute that the future of analytics will be driven by machine learning and artificial intelligence. With Google’s launch of Google Analytics 4…

InfoTrust to Lead Webinar on Analytics Maturity Using Google Marketing Platform

InfoTrust to Lead Webinar on Analytics Maturity Using Google Marketing Platform

If you’re a marketer looking to sharpen your skills, or a business owner hoping to take your organization to the next level, then look…

Talk To Us

Talk To Us

Receive Book Updates

Fill out this form to receive email announcements about Crawl, Walk, Run: Advancing Analytics Maturity with Google Marketing Platform. This includes pre-sale dates, official publishing dates, and more.

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.