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How to Set Up Google Analytics for WordPress

wordpress website
October 16, 2021/by
How to Set Up Google Analytics for WordPress Have you ever wondered what people actually do when they enter your WordPress website? Have you thought about which website pages they tend to stay on longest, what campaigns bring them there, and which of your website pages convert the best? Google Analytics can help you understand all of this information and more. By simply installing a Google Analytics plugin on your WordPress website, you can start collecting this data immediately. With help from a plugin, adding Google Analytics to WordPress is a painless process. If you’d rather not install a plugin for this purpose, there are other ways to integrate Google Analytics with your website too — as long as you’re comfortable with code. In this guide, we’ll walk you through how to install Google Analytics in WordPress with two different methods. In a handful of steps, you can uncover insights about your website visitors — including what is and isn’t working for them — to improve the user experience, increase conversions, and learn about your audience. Google Analytics for WordPress: What Can You Track? Whether you’re looking for details about who is visiting your site, what they’re doing while on your site, or how long they’re staying on specific pages, Google Analytics provides you with the report you need. The tool allows you to track many interactions between your website and visitors. Let’s review some more of the specific types of reporting Google Analytics provides: Real-time Activity Realtime...
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How Many Visitors Should Your Site Get?

Web Analytics
October 15, 2021/by
How Many Visitors Should Your Site Get? Whether you’re working with an online business or a brick-and-mortar bolstered by an online presence, one question is destined to come up: how many visitors should your site get? Some tracking software makes it easy to gather metrics, but what does it all mean? A screen of numbers doesn’t magically transform into a successful marketing strategy and more visitors. Understanding and interpreting your site’s analytics (users, sessions, bounce rate, etc.) is the key to building, adjusting, and implementing the proper plan for growth. To understand how many visitors your site should get, you will need to: determine how many visitors are typical to websites in your industry establish a goal based on the variables (industry, size, user experience) of the company create a reasonable plan with actionable steps to execute a successful marketing strategy How many visitors does a website typically get? It depends. With the number of websites available on the web, it would be impossible to narrow this question down to one answer. Fortunately, there are tools and resources to help you make an educated guess. Before diving into monthly website visitors, it could help to understand the breakdown of website traffic. As of 2019, the statistical data platform Statista outlined the distribution of worldwide website traffic by its source. The breakdown is as follows: Direct (55%) Search (29%) Referral (13%) Social (2.5%) Paid Search (0.5%) As you analyze...
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What is a YouTube Pre Roll Ad [+9 Examples to Inspire You]

Youtube Advertising
October 13, 2021/by
What is a YouTube Pre Roll Ad Even if you aren't completely sure what a pre roll ad is, odds are you've seen a few of them. Click on any YouTube video and, more often than not, a short advert will automatically play before the video. This is known as a pre roll ad. Here's an example:  For consumers, these ads can feel like a digital thorn in the side. But for marketers, these short adverts can pack a powerful punch in terms of brand awareness and ad recall. Let's learn more about pre rolls ads, how to get these ads on YouTube, and look at some effective examples in action. There are three main types of pre roll ads on YouTube: Bumper: Available in select markets, bump ads are non-skippable, six-second ads. Skippable: In a skippable video ad, viewers are given a choice to skip the ad after the initial five seconds. In order to work, these ads must be more than 12 seconds long. Non-skippable: In a non-skippable video ad, viewers are not given a choice to skip the ad. These ads can be a maximum of 15 seconds. There are many benefits to incorporating pre roll ads in your digital marketing strategy. To start, let's look at the medium — YouTube. YouTube is the second most popular website in the world (behind Google, which owns YouTube). In fact, users worldwide collectively consume 1 billion hours worth of...
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9 A/B Testing Examples From Real Businesses

A/B Testing
October 13, 2021/by
9 A/B Testing Examples From Real Businesses Whether you're looking to increase revenue, sign-ups, social shares, or engagement, A/B testing and optimization can help you get there.But for many marketers out there, the tough part about A/B testing is often finding the right test to drive the biggest impact — especially when you're just getting started. So, what's the recipe for high-impact success? Truthfully, there is no one-size-fits-all recipe. What works for one business won't work for another — and vice versa. But just because you can't replicate the same test and expect the same result doesn't mean you can't get inspired by other companies' tests. In this post, let's review how an hypothesis will get you started with your testing, and review excellent examples from real businesses using A/B testing. While the same tests may not get you the same results, they can get you inspired to run creative tests of your own. A/B Testing Hypothesis Examples A hypothesis can make or break your experiment, especially when it comes to A/B testing. When creating your hypothesis, you want to make sure that it is:  Focused on one specific problem you want to solve or understand Able to be proven or disproven Focused on making an impact (bringing higher conversion rates, lower bounce rate, etc.) When creating a hypothesis, following the “If, then” structure can be helpful, where if you changed a specific variable, then a particular result would happen. Here are some examples...
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The Ultimate Guide to LinkedIn Groups

LinkedIn Marketing
October 13, 2021/by
The Ultimate Guide to LinkedIn Groups You know LinkedIn — the professional, polished, responsible sibling of the social media sphere. Considering the social network has 722 million+ members, you almost certainly already have a profile. What’s unique about this social network is that its users are focused on professional connections. This means LinkedIn users are primed for social selling, and there are ample opportunities to find, connect, and build relationships with potential prospects on the network. LinkedIn Groups are a great way to connect with people within your industry and get the most out of this massive network. Let’s explore what they are, how to join one, and some best practices to follow. Groups represent a targeted opportunity to build your personal brand and professional community on LinkedIn. Only members of a given group can view, post, or comment on conversations within that group. Groups can set their own admissions criteria and establish admins as gatekeepers. By default, your Group affiliations show up at the bottom of your LinkedIn Profile under the 'Interests' section. You can edit the visibility for specific groups –– just one of the many ways to customize how your LinkedIn profile represents your personal and professional brand. Unlisted Groups don't appear in search results, and only fellow group members will see the group's information on your Profile. These more private communities require a direct link or admin invitation for access. Best Practices for Navigating LinkedIn Groups To get the most out of LinkedIn Groups...
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13 Examples of Meme Marketing + 4 Best Practices to Follow

Marketing Campaigns
October 9, 2021/by
13 Examples of Meme Marketing + 4 Best Practices to Follow My social media feeds are made up of 90% memes. They're usually posted by people I follow but every once in a while, a brand will post a meme and add their own spin on it. When it's done right, those are the brands whose content I engage with the most. What was once considered a trend reserved for Millennials and Gen Z has now evolved into an effective way for brands to engage with their audience.  Let's talk about what meme marketing is, how you can leverage it, and see examples of brands getting it right.    A quick background on memes – they’re concepts, behaviors, or ideas that spread on the internet. A meme can be any type of media format, including a GIF, video, text-post, or basic image. The truly successful memes spread like wildfire. That’s exactly why marketers want to leverage these already viral pieces of creative for their own marketing. Another benefit to meme marketing is that it’s low effort. Most of the work has already been done: It’s being shared all over social media and it has a clear concept. All you have to do is fit the meme to your brand and hit "post." Furthermore, memes help bring communities together. Not only are users tempted to like and comment on them, but they also want to share them. Now that we...
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Inbound Marketing vs. Outbound Marketing

Switching to Inbound Marketing
October 9, 2021/by
Inbound Marketing vs. Outbound Marketing When I talk with most marketers about how they generate leads and fill the top of their sales funnel, most say outbound marketing. However, a lot of innovative and successful businesses are actually embracing the art of inbound marketing. So, what's the difference between inbound and outbound? This post will walk you through it along with the benefits and drawbacks of each strategy. From email blasts to outsourced telemarketing, I call these methods "outbound marketing" because marketers push their messages out far and wide hoping that it resonates with that needle in the haystack. I think outbound marketing techniques are getting less and less effective over time for two reasons. First, your average human today is inundated with at least 2,000 outbound marketing interruptions per day and is figuring out more and more creative ways to block them out, including ad blocker browser extensions, caller ID, email spam filtering, and more. Second, the cost of learning something new or shopping online using search engines, blogs, and social media is now much lower than going to a seminar at the Marriott or flying to a trade show in Las Vegas. Inbound vs. Outbound Marketing Inbound marketing is a strategy where you create content or social media tactics that spread brand awareness so people learn about you, might go to your website for information, show interest in your product, and potentially make a purchase. While some outbound strategies take...
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The Leader’s Guide to Effective Change Management

Uncategorized
October 6, 2021/by
The Leader's Guide to Effective Change Management We're reminded daily about how change is coming, and to succeed in business, we must remain agile. That all makes sense in theory, but in practical application, to change how you operate or serve customers is no small feat. At IMPACT, we've gone through quite a bit of change, going from a small core team to a good-sized agency. After struggling to implement a change to our client onboarding process, we decided to take a step back and re-evaluate our approach to change management. Below, I'll share with you the key change management models and tools we reviewed, and how you can avoid becoming another statistic. Why is change management important? A 2019 Gartner study revealed that most chief human resources officers are unhappy with the speed of change implementation in their organizations. Why is that? Well, 80% of companies manage change from the top-down, according to the study. With this approach, leadership makes the calls, creates the plan, and sends instructions for company-wide rollout. While it may seem like the quickest way to implement change, it's not the best solution in the long term. Many times, leadership blames employees for unsuccessful changes. However, the data suggests that most employees possess the skills and willingness to undergo organizational changes. The issue lies in deciding who is part of the strategizing, decision-making, and implementation part of change management. Today, companies are much more complex and for changes to be effective, they require...
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Quality Score: Why It Matters and 6 Steps to Improve It

Advertising
October 6, 2021/by
Quality Score: Why It Matters and 6 Steps to Improve It Running an ad campaign is no small feat. From narrowing down your target audience to designing your landing page, there are many pieces to the puzzle. Once you put in all that work, you want to make sure your ad is ready for bidding. Google Ads helps advertisers ensure their ad quality is high by assigning them a quality score. Not sure what that is? Let’s cover what a Quality Score is, how to see it in your account, and how to improve it for your next campaign. Google wants to match users to the most relevant ads because they only make money when users click the ad. So, if they consistently show low-quality ads, they won’t earn as much. To determine an advertiser’s Quality Score, Google looks at how other advertisers have performed in the last 90 days for the exact same keywords. If there isn’t enough data gathered in that time frame, there will be no score displayed. Does your Quality Score affect ad rank? In the bidding process, your Quality Score is not considered by Google’s algorithm. Your Quality Score can signal how your ad will rank but it’s not a direct input in the auction. However, there is a non-direct link between your Quality Score and your ad ranking. If you have a low Quality Score, that suggests that your ad doesn’t provide a good user experience. As a result, your ad...
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The Key Difference Between Multivariate Testing & A/B Testing

A/B Testing
October 6, 2021/by
The Key Difference Between Multivariate Testing & A/B Testing There’s seemingly no end to what you can test in your marketing — conversion rates, offer placements, and even which titles perform better.  There’s also no end to the type of test you can run, but two players take center stage: A/B and multivariate testing. Is there a huge difference between them, though? And will my results be affected if I choose the wrong one?  Yes, there is a difference, and yes, your results will be affected. Not to fear, though; in this post, we’re going to break down the difference between A/B tests and multivariate tests and tell you exactly when to use each, so your tests run smoothly and your inbound marketing can go from working pretty well to amazingly well.  The critical difference is that A/B testing focuses on two variables, while multivariate is 2+ variables. As the difference between both tests can be seen visually, let’s go over an example.  Multivariate vs. A/B Testing Example   In the image above, the A/B test is simply two different versions of the same with minute changes, while the multivariate test looks at multiple different page elements (variables) in different positions on the page.  Given their differences, let’s learn more about each one and when to leverage each test in your marketing.  What Is an A/B Test? When you perform...
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