Lead Scoring: a Playground-Style Draft for Your Leads

You’re standing on the blacktop, picking your team. Who can you trust to perform? Who are you confident in to pull the points for your team? Who has done well in the past? That’s how lead scoring works. Except there’s no kickball game, no blacktop, and no sweaty recess kids. Just you, divvying up points to your best performing leads.

Giving numerical points to your leads helps you understand which ones you should focus more on, and the ones that are pulling the most data will stand out. People that you made contact with that became customers will have parallels, so you can analyze those and get a better grip on your target audience.

Similarly, you can look at the contacts that you DIDN’T turn over (sorry, no offense) and see what you can do better. The beauty of analytics is the constant room for improvement, because there’s always something new.

For more details, check out this how-to for lead scoring:


Analytics: Goals You’ll Stick to This Time

What if I told you there’s a goal you’ll stick to better than your gym membership at New Years? It’s April, and most people have cancelled theirs already. But when it comes to your business, Google Analytics makes it easy to track your goals in 4 ways.

URL’s, time, page visits, and event tracking, with the help of a goal, can show you how your business is doing and give you visibility on areas of improvement.

Page visit tracking is arguably one of the more important goals in the bunch. This goal, depending on what you set for it, tracks the number of goals each visitor sees before they leave. These customizable goals allow you to set the number of pages it takes to trigger a track. Similar to the time and duration goal, this is telling of how long the sessions are on your site. If people are only seeing one page, this is a good indicator to evaluate your landing page and maybe make it a little more….. interesting.

For more information on how to curate your site to the best it can be, check out this article:


Paid and Organic Search: The Perfect Cocktail

The first step in mixing this concoction of paid and organic would be keywords. For either form, these are arguably the most important piece. Your analytics reports are a good tell of whether or not your keywords are driving good traffic, and if they aren’t you have the ability to change them. Better yet, you can check out which keywords your competitors are using, and if they’re successful, you know what to do.

Google’s Local Campaigns tool makes it easy to present yourself in your community, though this will take patience. Making yourself known in your community and gaining a following is critical to success, and will benefit you in the future if you can establish a local audience that you can cater to. This is paid advertising, but in combination with other efforts in the organic realm, this will create an ideal cocktail for your ads to really take off.

Check out the benefits of an integrated approach here:


The Long and The Short of It, Is… What, Exactly?

When creating an A/B test to figure out a problem you’ve been having, you need to be sure that your two possible outcomes are different. If they’re too much the same, it will be harder to narrow down what made the difference, and why one was more successful than the other.

In this case, let’s say our hypothesis is: If the content on the landing page is more brief and to the point, then the bounce rates will be lower.

Say we choose a 50/50 split. A is the short, crisp text. B is the longer, less concise version. A will likely be more successful, people don’t want to have miles of words thrown at them upon entering a site.

The cool thing about running these tests, is it’s at no cost to you. check out more here:


Giving SEO a Trim

Welcome to the 25%


A Little SEO Off The Top, Please.

Are We Thinking Too Much?

SEO has swept the marketing sphere, changing the way people view digital. Chasing trends and new theories is what gets people tied up, says Andrew Dennis. The bare bones approach to SEO is content and links. Nothing more.

SEO starts and ends with content, and content starts and ends with good keyword research, according to Dennis. If you take your time and you are thorough with your keyword research, your content plan is foolproof. The core of SEO is simpler than it’s made out to be in many areas, and simplifying it could be the key to success. Over complication of this process is how things get lost, and likely how your content strategy will become less effective.

Behavior reports affect your content strategy heavily, or at least they should. If you can see that the title of your page is getting no hits as far as a keyword search, you should adjust the title so that your page hits when the most popular keywords are searched. This will increase traffic to your page and exposure to your name overall, moving you up the page.

Check out Andrew Dennis’s article below for more helpful tips on how not to overthink your SEO.


It’s Custom Campaign Parameters Season

How to Properly Capture Parameters

There are 5 different parameters you can add to your URLs. Each one must be matched with an assigned value, which will then contain campaign-related information. To monitor different parts of your campaign, shift the information in the parameter. You can either add the values manually, or you can use a URL building tool to append the parameters. These URL builders are platform specific, and will work only on their respective platforms. You need a Google Play campaign in order for these to function properly, so make sure if you didn’t, you set one up in your SDK.

The Hierarchy of Custom Campaigns

If you choose to manually set up your campaigns, you can add parameters to your URL in any order. This will not change how effective they are or aren’t, and it will save you having to sweat over whether or not you can keep track of which one you did last. Do remember that case sensitivity does apply, and for each value you define that will change whether or not it works. Viewing reports for your campaigns can be seen in the left panel of Google Analytics, allowing you to monitor your campaigns in real time.

For more information, check out below:


Would You Like a Cookie?

Making Connections

Connecting with your intended audience if you know nothing about them as consumers is like trying to guess your dog’s favorite color… Probably not gonna happen. But if you can identify your custom affinity audience, you can better build bridges to connect and make relationships with them that will keep them coming back. Analytics captures some of the information for you, but there are some things you should consider. Audience search through Google is a tool that will help you easily select the right audience for your brand by identifying your target market. Check out more below on how Google Audience Reports work.

How Stuff Works

Depending on the type of campaign, there are different strategies as far as reaching your audience. With any campaign, you’re best off reaching users based on their interests, or things they’re passionate about. For display campaigns, gather info about their milestones in life, re-market to users that have visited your site before, and reach similar audiences to the one you currently hold, who have similar interest to your current site visitors. If you’re running a search or video campaign, use detailed demographics to reach users based on facts about their lives. Also customer match, which is using CRM data to reach existing customers, can be effective.Hotel campaigns use re-marketing to click back into the minds of customers who have visited your business or your site before.


I Tag, You Tag, We All Tag

What is Google Tag Manager?

Google Tag Manager is a tag management system that allows you to quickly and easily update measurement codes and related code fragments collectively known as tags on your website or mobile app. You can edit tags without changing the source code, which makes it very convenient for websites. Tag manager is a game changer for digital marketers, allowing them to keep track of data without altering the bones of code in their site, and allowing them to monitor much more data than before.

But… Why?

The cool thing about tracking this data with tag manager is that it allows you to make changes to your website without actually changing the code. If you can see how many people have visited, scrolled, or added something to their cart, but that number doesn’t match the number of purchases, tag manager is specific enough to let you look at what part of the process you are lacking in. Delving into different levels lets you see where the missing link is, and at what stages your users are dropping off of your site. If people are only clicking one of your ads, or only scrolling down 20% of your page, there’s something missing that you may want to look into, and with tags you can do that.

For more information and to get a better idea of how to best utilize GTM for your website and business, check out this info video:


Is There a “Back in my day” for Search Console?

So why did Google go halfsies on Search Console tool replacements?

The Legacy tools that have yet to be replaced have a good reason for their age. The Search Console team is currently working on a replacement that makes sense, and therefore Google is keeping the old dogs in action. A lot of the tools that haven’t been subbed out have to do with URL’s, or parameters. There is almost no need to replace some of these, as long as they’re functioning as designed with the new Search Console. A lot of the new reporting tools just make lives easier, condensing processes and speeding up things that used to take more than one step.

There are benefits to each reporting strategy. If you’re going for more general, less invasive reporting, stick to the overview page or performance report. The overview page shows you your page’s health, security issues, errors, or enhancements that you can make. The performance report will show your engagement rates, as far as how many people saw versus clicked your site. You can choose the grouping of your data, which will help people tailor their feedback to their own preferences.

Referencing the Search Console Help page, linked here, users can see side by side comparisons of new and old tools and understand what’s come and gone. For those that are used to the Legacy tools, the Report tools will be a slight adjustment, but overall Search Console will function the same way. It’s not that the old Search Console sucks, or that the new one is Earth shattering, but it’s an adjustment for DMO’s who use these every day.