DataStrength - Action Items

NC Alliance

Action Items – February 2024

BEGINNER

IMPACT AREA: MULTIPLE

:: DATA INSIGHTS

Within your DataStrength® Dashboard, you’ll find a valuable resource that sheds light on the geographical distribution of your website visitors and purchasers. The interactive map featured on both the Ecommerce and Web Performance pages provides a visual representation of where your audience originates and where your purchases are generated from across your region.

(DataStrength® Dashboard>>Ecommerce)

By examining this map, you’ll learn more about the geographic demographics of your audience and identify regions that exhibit significant visitor engagement and purchasing behavior.

:: NEXT STEPS

By comparing the two maps across the Ecommerce and Web Performance pages of your DataStrength® Dashboard, you can identify potential discrepancies and gain valuable insights, such as:

  • Areas with High Website Traffic & Low Purchases: These areas might indicate a need for more targeted marketing efforts to convert website visitors into paying members or program registrants.
  • Areas with Low Website Traffic & High Purchases: These could be locations with a strong local reputation, attracting customers who find the YMCA directly through non-digital means, such as traditional advertising or word-of-mouth. Consider if there’s potential to increase your digital presence in these areas to capitalize on an already interested audience.
  • Underrepresented Areas: If significant portions of your region show minimal website traffic or online purchases, explore potential outreach strategies to those areas.
  • Socioeconomic Discrepancies: Consider the socioeconomic demographics of areas with high website traffic but low online purchases. This could suggest offering tiered membership options or scholarship programs to cater to a wider range of income levels. You could also tailor marketing messages to address potential financial concerns about YMCA membership.
  • Competition in Specific Locations: Look for areas where there might be a concentration of competing gyms or fitness centers. This might necessitate developing targeted marketing campaigns emphasizing the unique benefits and offerings of your YMCA compared to competitors.

Continue monitoring your maps data over time. Historical trends may indicate that your association’s geographic purchase distribution patterns are changing seasonally, which would certainly inform timing and strategies for marketing campaigns.

Understanding the geographical distribution of your audience will allow your association to tailor its marketing strategies, content, and offerings to better resonate with the specific localities and demographics of your region.

INTERMEDIATE

IMPACT AREA: MULTIPLE

:: DATA INSIGHTS

A detailed analysis of the YMCA associations’ website traffic and revenue sources reveals a notable trend: “Paid Search” campaigns, such as pay-per-click (PPC) ad campaigns on Google Ads, contribute significantly to the overall purchase revenue in the state.

In February, Paid Search channels generated approximately 17% of all purchase revenue. This places Paid Search as the overall third-highest (and highest unearned) channel of website traffic, surpassed only by earned channels like organic and direct traffic.

(DataStrength® Dashboard>>Ecommerce)

However, the utilization of paid search campaigns varies among YMCA associations in the North Carolina alliance. Paid Search accounted for only 2% of total website traffic in February, despite the successful results mentioned above.

Currently, only 7 out of the 24 North Carolina associations actively engage in paid search campaigns on Google Ads.

This highlights a considerable opportunity for increased adoption and optimization of paid search strategies across the board.

(DataStrength® Dashboard>>Web Performance)

:: NEXT STEPS

Paid Search advertising through Google Ads is the fastest and most guaranteed method to skip your associations to the top of the search results! With its expansive reach, precise targeting capabilities, and measurable results, Google Ads offers unparalleled opportunities for businesses and organizations to connect with their target audiences, drive website traffic, and achieve their marketing objectives.

In the context of the data presented, the significance of Paid Search on Google Ads is evident as a primary driver of purchase revenue for the YMCA associations that use it.

In the following sections, we’ll delve into actionable strategies and insights aimed at empowering YMCA associations to build their presence on Google Ads, unlocking new opportunities for growth and success in the digital space. Here are some next steps you could take to build your first ever Paid Search campaign!

  1. Assess Resources and Budget Allocation: Review your association’s resources and budget allocation to determine the feasibility of launching and maintaining Paid Search campaigns effectively. Consider allocating a portion of your marketing budget specifically for Google Ads to maximize your return on investment (ROI).
  2. Explore Google Ads Platform: Sign up on Google Ads and familiarize yourself with the platform and its features to gain insights into how Paid Search campaigns operate and how they can be optimized to align with your association’s goals and objectives.
  3. Leverage Pre-built Campaign Goals and Strategies: Google Ads offers pre-built campaign goals and strategies tailored to specific marketing objectives. This provides a structured approach without overwhelming beginners with detailed configuration.
  4. Start with Focused Campaigns: Instead of a one-size-fits-all campaign, we recommend creating targeted campaigns for specific goals and audiences. This could include separate campaigns for program-specific promotions, membership acquisition, etc.
  5. Leverage Existing Marketing Materials: Repurpose existing marketing materials like compelling headlines and calls to action from your website or brochures for the Paid Search campaigns. This leverages familiar messaging and saves time in crafting ad copy.
  6. Start with a Small Budget and Clear Goals: Start with a limited budget to test the waters and gain experience before scaling up.
  7. Focus on Local Targeting and Relevant Keywords: Prioritize local targeting options and use keywords relevant to your specific locations and programs offered. Use Google Ads Keyword Planner to discover relevant keywords related to their YMCA’s location, programs, and offerings.

By focusing on these practical steps, marketers at associations with limited or no Google Ads experience can gain confidence and achieve success with your initial paid search campaigns. Based on our experience and the data points provided above, it is imperative for YMCA associations to recognize the value and importance of leveraging Google Ads as a strategic marketing tool.

ADVANCED

IMPACT AREA: MULTIPLE

:: DATA INSIGHTS

In last month’s “Advanced” action item, we promised more instructions on how remarketing audiences can be created and applied to your advertising campaigns. As a reminder, remarketing audiences allow you to target users who have already visited your website or interacted with your content in other ways. These audiences can be segmented based on specific criteria, such as visits to certain pages, actions taken, or products viewed.

Our data shows that last month, betwen 40-45% of all purchase revenue across the associations in the NC Alliance came from returning or established users. That means that systemwide, potential remarketing audiences accounted for $2.4M!

:: NEXT STEPS

By leveraging data insights from Google Analytics 4 (GA4), you can define specific audience segments based on their behaviors, interests, and engagement levels.

Here’s a step-by-step guide to creating remarketing audiences in GA4:

  1. Access Audiences Section:

    • Log in to your GA4 account.
    • In the left navigation menu, navigate to Admin.
    • Under the Data display section, click on Audiences.
  2. Create a New Audience:

    • Click the blue New audience button.
  3. Define Audience Criteria:

    • You have two options for creating an audience:

      • Custom: Define all the parameters yourself (recommended for specific targeting).
      • Template: Use a pre-built template and modify it (good starting point).
    • We’ll focus on creating a custom audience: Select Create a custom audience.

  4. Set Audience Conditions:

    • This is where you define who qualifies for your audience. Use a combination of dimensions (like page views) and metrics (like number of visits) to create filters.
    • Here are some common remarketing scenarios and how to define them:
      • All website visitors:
        • Dimension: page_view
        • Condition: exists (This includes everyone who visited any page on your site).
      • Visitors who viewed a specific product page:
        • Dimension: page_location (or another relevant dimension)
        • Condition: contains (followed by the specific product page URL)
      • Visitors who visited the website on their mobile phone (this is the example that we referenced last month, and is shown below):
        • Dimension: device_category
        • Condition: contains (mobile)
      • Some other examples of useful remarketing audiences could be: 
        • Past purchasers
        • Cart abandoners
        • Active/inactive website users
  5. Additional Options:

    • Session duration: Refine your audience further by specifying how long users must stay on your site (e.g., at least 2 minutes).
    • User frequency: Set a limit on how often users appear in the audience (e.g., only include users who visited in the last 7 days).
    • Sequence: Define a specific sequence of events users must go through to qualify (e.g., viewed a product page then added it to the cart).
  6. Additional Audience Settings:

    • Membership duration: This setting defines how long users remain in the audience after they meet the defined criteria. The longer it typically might take a user to take action on your website, the longer your membership duration should be.
  7. Name and Save Audience:

    • Give your audience a clear and descriptive name.
    • Click Save to create the audience.

Important Notes:

  • It can take 24-48 hours for a new audience to populate with users who meet the criteria.
  • Once created, the audience is automatically linked to any connected accounts (like Google Ads).
  • You can edit or archive your audience anytime in the Audiences section.

Once these audiences are created and populated, the primary use case is integrating GA4 audiences with Google Ads for search, display, and video campaigns. This will allow associations to show relevant ads to website visitors based on their past behavior and interests defined in the audience segments. This personalized targeting and messaging should drive better business and mission-related outcomes for your YMCA.

DataStrength - Action Items

NC Alliance

Action Items – January 2024 

BEGINNER

IMPACT AREA: MEMBERSHIP

:: DATA INSIGHTS

As expected, a significant increase in membership purchases was observed at the beginning of January this year.

This surge coincides with seasonal interest and heightened motivation around New Year’s resolutions and fitness goals as the calendar changes over.

To capitalize on this natural engagement, many YMCA associations in North Carolina offer promotional rates and discounts to attract new members. While those campaigns are effective at driving purchases initially, the chart below shows a subsequent decline in new member acquisition throughout the remainder of January.

(DataStrength® Dashboard>>Ecommerce)

Notably, 38% of all membership purchases in January occurred in only the first three days of the month, totaling approximately 72.5K of 190.5K membership purchases.

This stark contrast highlights the challenge of sustaining interest and retention beyond the inital promotional period.

:: NEXT STEPS

The bottom line is that offering your prospective members a discounted or free membership for remainder of the month that coincides with the promotion is always going to yield diminishing returns. Every day that passes slightly lowers the value of your offer.

Here are a couple of alternative ideas that could be implemented:

Offer the Next Month for Free:
Launch targeted flash sales or limited-time promotions during the latter half of the month to reignite interest and incentivize new memberships. Provide prospective members with the incentive of enjoying their first month of YMCA membership at no cost when they sign up during the mid-month flash sale. This promotion offers immediate value and utilizes a specific timeframe, creating a sense of urgency and excitement.

Complimentary Personal Training Session:
Enhance the promotional offer by including a complimentary personal training session for new members who sign up during the mid-month flash sale. This added benefit not only introduces individuals to personalized fitness guidance and support but also demonstrates the YMCA’s commitment to their health and wellness journey.

These promotions not only remove financial barriers but also provide individuals with an opportunity to experience the value and benefits of YMCA membership firsthand, fostering long-term engagement and retention within the YMCA community.

While this action item applies to New Year’s and January promotions, it is also applicable to any other campaign that your association may run throughout the year with a similar discount structure.

INTERMEDIATE

IMPACT AREA: MULTIPLE

:: DATA INSIGHTS

We’re excited to share that for the very first time, many YMCA associations in the state have recently begun leveraging Google Ad Grants.

So this month, we would like to spotlight the “Google Ads – Grants” page of your report.

Google Ad Grants is a unique program offered by Google that provides eligible nonprofits with free advertising credits to promote their missions and initiatives online. Through Google Ad Grants, YMCA associations can run targeted advertising campaigns on Google Search to increase visibility, drive website traffic, and amplify their impact in the digital space.

As part of our DataStrength® project, we’ve implemented Google Ad Grants campaigns on behalf of your association, aiming to maximize reach and engagement with your target audience. The impact of these campaigns is evident in the notable increase in website traffic observed over the specified timeframe. We’ve prepared a timeline chart illustrating the surge in website visits attributed to the newly launched Google Ad Grants campaigns, highlighting the effectiveness of this advertising initiative in driving online engagement.

(DataStrength® Dashboard>>Google Ads – Grants)

Moreover, it’s important to recognize the significant value derived from Google Ad Grants advertising, especially when considering the potential cost implications if the advertising were purchased through traditional media channels. The graph and scorecard below also showcases the advertising cost equivalent, providing insight into the substantial savings realized through the utilization of Google Ad Grants.

(DataStrength® Dashboard>>Google Ads – Grants)

Furthermore, we’re pleased to report that these campaigns have not only boosted website traffic but have also translated into tangible results in terms of revenue generation, $97.6k total revenue from $20.59k total Google Ad Grants spend.

The revenue generated directly attributable to the Google Ad Grants campaigns underscores the effectiveness and impact of this digital advertising strategy in driving meaningful outcomes for your association.

:: NEXT STEPS

It’s essential to recognize that the Google Ad Grants campaigns running for your association are yours to own, analyze, and optimize to maximize their impact. As you continue to leverage this valuable digital marketing resource, we encourage you to take an active role in managing and refining your campaigns to align with your strategic objectives and drive meaningful outcomes.

To access and manage your Google Ad Grants account, follow these steps:

  1. Visit the Google Ads Website: Go to Google Ads using your preferred web browser.
  2. Sign in to Your Google Account: Enter your email address and password associated with your Google account. If you don’t have a Google account linked to your organization, you’ll need to create one to access Google Ads.
  3. Explore Your Campaigns: Within your Google Ad Grants account, you’ll find detailed insights and analytics about your campaigns’ performance, including key metrics such as clicks, impressions, conversions, and more. Take the time to review the data and identify areas for optimization and improvement.
  4. Optimize Your Campaigns: Utilize the tools and features within Google Ads to optimize your campaigns for maximum effectiveness. This may include refining keyword targeting, crafting compelling ad copy, testing different ad formats, and adjusting bidding strategies to enhance performance and achieve your advertising goals.

By taking an active role in managing your Google Ad Grants campaigns, you’ll gain valuable insights into your digital marketing efforts and empower your association to drive meaningful engagement and impact online.

If you are unable to log in or require access to your Google Ad Grants account, please follow these steps for assistance:

  1. Navigate to the Contact Form: Click on the Contact Us link in the main navigation menu of your DataStrength® dashboard to submit a ticket.
  2. Fill out the Contact Form: Be sure to select “Google Ads – Grants” in the Page of Report dropdown. In the Subject, please add “Assistance with Google Ad Grants Access” into the blank field.
  3. Specify Your Request: In the message field, please specify the users that need to be added to your Google Ads Grants accounts. We simply need an email address. This must be either a Gmail account or associated with a Google Workspace. If you’re requesting access for multiple users or additional accounts, please specify the details for each account. When ready, click send to submit your request to our support team.
  4. Await Confirmation: Our support team will review your request and respond to you promptly via email. We’ll provide further instructions and assistance to help you gain access to your Google Ad Grants account or resolve any login issues you may encounter.

Please note that providing accurate and detailed information in your request will help expedite the process of resolving your inquiry and ensuring timely assistance from our team.

ADVANCED

IMPACT AREA: MULTIPLE

:: DATA INSIGHTS

In analyzing your users’ activity across different devices, we’ve uncovered substantial variations in their purchasing behavior. Specifically, we looked at their purchase rates, which can be defined as purchases per website visits, between desktop and mobile platforms. The resulting screenshots below can be found by viewing the indicated pie charts across both the Ecommerce and Web Performance pages of your DataStrength® Dashboard.

(DataStrength® Dashboard>>Web Performance)


(DataStrength® Dashboard>>Ecommerce)

Desktop Purchase Rate = 26%
Mobile Purchase Rate = 15%

Our findings underscore the nuanced dynamics of the marketing funnel and device-specific user preferences.

Understanding the Marketing Funnel:
The marketing funnel delineates the user journey from initial awareness to eventual conversion. It comprises distinct stages, including awareness, consideration, and conversion, with each stage playing a pivotal role in guiding users towards making informed decisions. User journeys though marketing funnels typically will differ based on their device types.

Mobile Devices (Higher Funnel):
Our data reveals that mobile device users predominantly engage in the initial stages of the marketing funnel, concentrating on activities geared towards building awareness. These users often interact with ads and content on platforms like Facebook and Instagram, seeking information and exploring options as they embark on their buying journey.

Desktop Devices (Lower Funnel):
Conversely, users on desktop devices tend to be further along the marketing funnel, demonstrating a higher propensity for purchase. They are more inclined to conduct detailed product research, compare options, and make informed purchase decisions directly through websites or online stores.

By aligning marketing efforts with the distinct preferences and behaviors of mobile and desktop users, YMCA associations can strategically guide prospects through the marketing funnel, from initial awareness to final conversion, fostering meaningful interactions and nurturing lasting relationships with their target audience.

:: NEXT STEPS

While optimizing the checkout process for mobile devices would be the ideal solution, we understand that this may require significant resources, expertise, and funding that YMCA associations may not currently possess.

Therefore, our focus will be on tuning marketing efforts to optimize towards device types at different staging of the marketing funnel.

Certain platforms and ad types excel in driving high-funnel awareness, laying the foundation for successful marketing campaigns. Social media platforms like Facebook and Instagram are primarily used on mobile devices, yet offer expansive reach and targeting capabilities. Engaging videos and immersive stories provide opportunities to capture users’ attention and spark interest in YMCA initiatives. Additionally, using Google Ads for display advertising on relevant websites and mobile apps can amplify brand visibility and reinforce messaging to broader audiences.

Ad Campaign Objectives:

  • Meta Ads – Awareness
  • Meta Ads – Traffic
  • Google Ads – Display
  • Google Ads – Video

Alternatively, desktop-centric platforms such as Google Ads and Bing Ads offer powerful tools for driving purchases and facilitating direct response from users. Search ads, in particular, present a prime opportunity to capture intent-driven traffic, as users actively seek out relevant information about the YMCA movement and its offerings.

Ad Campaign Objectives:

  • Google Ads – Search

Now let’s tie both of these campaign types together! Remarketing presents a powerful opportunity to capitalize on the awareness and traffic generated from mobile campaigns by strategically retargeting users who have shown interest in YMCA programs and initiatives through desktop campaigns to drive purchases.

In a future action item, we’ll discuss in more detail exactly how these remarketing audiences can be created and applied to your campaigns.

DataStrength - Action Items

NC Alliance

Action Items – December 2023

BEGINNER

IMPACT AREA: MULTIPLE

:: DATA INSIGHTS

We’ve recognized that many associations either have not integrated their ecommerce data yet or have limited ecommerce data available within our reporting platform.

We want to introduce a feature of the DataStrength® Report called “Website Interactions” to spotlight simpler non-purchase actions that your users are taking on your association websites.

 

(DataStrength® Dashboard>>Web Performance)

Within this category, website interactions are categorized into two main groups:

  1. Business-Related Interactions: Encompasses clicks on essential buttons facilitating joining the Y or signing up for programs, reflecting user engagement with core YMCA services and offerings.
  2. Mission-Related Interactions: Involves actions taken by users expressing interest in becoming volunteers or contributing financially to the YMCA movement, indicating a commitment to supporting the YMCA’s mission and community initiatives.
:: NEXT STEPS

Data Observation and Understanding:

  1. Navigate to the the “Web Performance” page of your DataStrength® Dashboard. Note the scorecards in the top section for Website Interactions, Business-Related Interactions, and Mission-Related Interactions.
  2. Review the breakdown of the Business-Related Interactions, distinguishing between Membership and Programs.
  3. Review the breakdown of the Mission-Related Interactions, distinguishing between Volunteering and Giving.
  4. Acknowledge the significance of these interactions in understanding user engagement and interest in YMCA services and mission-driven initiatives.

Comparative Analysis:

  1. Compare your website interaction data across multiple date ranges to identify trends and patterns in user engagement over time.
  2. Assess fluctuations in business-related and mission-related interactions to gain insights into user behavior and preferences, informing strategic decision-making and content optimization efforts. This data can also be viewed over time with the two charts below the scorecards.

(DataStrength® Dashboard>>Web Performance)

By actively spotlighting and analyzing “Website Interactions,” YMCA associations can gain valuable insights into user behavior and preferences, enabling informed decision-making and strategic planning to optimize website performance and further their organizational mission, even in the absence of comprehensive ecommerce data.

INTERMEDIATE

IMPACT AREA: MULTIPLE

:: DATA INSIGHTS

Upon examination of campaign data across the Meta Ads platforms, for the associations that are running social media advertising, and in our DataStrength© reporting system, discrepancies have emerged in campaign naming conventions. In Meta Ads, campaigns may be labeled with formatting like this: “Sample Campaign Name” – title case with spaces. However in our report, we may see the data in one of two ways:

  1. If UTM tracking parameters are not added to the final URLs in Meta Ads then the campaign attribution might be completely absent, resulting in data appearing as organic social or referral traffic.
  2. Even when UTM parameters are used, the campaign name in Meta Ads may differ from the one specified in UTM parameters, potentially leading to data integration challenges. For instance, the same example show above would like look something like “sample-campaign-name” in our reporting setup.

Please see the below screenshot illustrating potential instances where your Meta Ads campaigns might not be captured in our reports.

(DataStrength® Dashboard>>Meta Ads – not yet visible in report)

Please note that this observation may not apply to all YMCA associations, as some may either already have consistent naming conventions that align with our reporting requirements or are not running any campaigns on Meta Ads.

:: NEXT STEPS
  1. Implement UTM Tracking Parameters: Ensure consistent utilization of UTM parameters for final URLs in ad units across all Meta Ads campaigns.
  2. Utilize Provided Resource: Use The Campaign “Track,” a resource provided in our November 2023 Action Items, to streamline UTM tracking implementation. This resource offers practical guidance and templates for implementing UTM parameters effectively.
  3. Standardize Campaign Naming Conventions: Align campaign names in Meta Ads with those specified in UTM parameters to facilitate seamless data integration. Adopt a uniform naming convention, such as lowercase letters and hyphens (e.g., “sample-campaign-name”), to enhance data reconciliation between platforms.
  4. Conduct Regular Audits: Periodically review and audit campaign naming conventions across Meta Ads and UTM parameters to maintain consistency and accuracy. Establish clear guidelines for naming campaigns to mitigate discrepancies and streamline data analysis processes.
  5. Educate Team Members: Provide comprehensive training and guidance to team members responsible for creating and managing campaigns in Meta Ads and implementing the same within UTM parameters on final URLs for ad units. Emphasize the importance of uniform naming conventions and their impact on data integrity and analysis.

By addressing these actionable steps and utilizing available resources, YMCA associations can harmonize campaign naming conventions across Meta Ads and the DataStrength©, enabling more accurate and insightful data analysis for informed decision-making.

ADVANCED

IMPACT AREA: MULTIPLE

:: DATA INSIGHTS

Upon analysis of the paid search campaigns across all associations’ Google Ads accounts that we have access to, it has been observed that nearly half of the campaigns are experiencing a loss of over 10% of their search impression share due to budget constraints.

This indicates a potential limitation in campaign performance and reach, impacting the visibility of ads and potential traffic generation.

(DataStrength® Dashboard>>Google Ads – Paid)

Search impression share refers to the percentage of times your ads were shown in relation to the total number of eligible impressions in Google Ads search campaigns. It indicates the visibility and reach of your ads in relevant search results. Think of search impression share as your piece of the market versus your competitors on Google search engine result pages.

Lost search impression share due to budget represents the percentage of potential impressions your ads missed out on due to budget constraints. It signifies missed opportunities for ad visibility and potential traffic generation in competitive search auctions.

:: NEXT STEPS

To improve lost search impression share due to budget, consider increasing campaign budgets strategically to capture additional impressions and enhance ad visibility in relevant search queries.

Optimizing budget allocation can help maximize the impact of ad spend and improve campaign performance.

  1. Budget Evaluation and Adjustment: Conduct a thorough review of all your campaign budgets to identify underperforming campaigns experiencing significant lost search impression share due to budget constraints.
  2. Performance Prioritization: Prioritize campaigns with higher conversion rates, and return on investment (ROI) when reallocating budgets. Focus on the campaigns that drive the most meaningful results and align with overall marketing objectives to ensure optimal resource allocation.
  3. Utilize Hit Your MAX!: Utilize the provided budget calculator resource (linked here: Hit Your MAX!) to estimate the required budget increase to improve impression share and what the projected impact on advertising ROI would be. The tool will help YMCA associations make informed decisions regarding budget adjustments and optimize campaign performance effectively.
  4. Monitor and Analyze Performance: Continuously monitor campaign performance metrics, including impression share, click-through rates, conversion rates, and ROI. Always use performance data to identify trends, optimize campaign strategies, and make informed decisions regarding budget allocation and resource optimization.

By implementing these actionable steps and leveraging the provided budget calculator resource, YMCA associations can effectively address lost search impression share due to budget constraints in Google Ads paid search campaigns, optimizing campaign performance and maximizing ad visibility to drive meaningful results and achieve marketing objectives.

DataStrength - Action Items

NC Alliance

Action Items – November 2023

BEGINNER

IMPACT AREA: MULTIPLE

:: DATA INSIGHTS

We’ve identified several instances where some association’s existing campaigns, excluding our supplemental campaigns, are not visible in the DataStrength reports.

Upon reviewing the current Google Ad Grants campaigns for each association, inconsistent naming conventions have prevented capturing all campaigns into your report.

Please see the below screenshot illustrating potential instances where your internal campaigns might not be captured in our reports. We are using the identifier “Google Grants” to filter the campaign names, which are included on the”Google Ads – Grants” page of the report.

Please note that this observation may not apply to all YMCA associations, as some may either already have consistent naming conventions that align with our reporting requirements or are not running any of their own campaigns on the Google Ad Grants account.

:: NEXT STEPS

Luckily this is an easy fix! For those associations where the issue is applicable, we recommend considering renaming campaigns to include the string “Google Grants” anywhere as part of the campaign names to ensure comprehensive visibility and accurate tracking.

Demonstrations of how to do this in the Google Ads platform are shown in the screenshots below:

This adjustment will facilitate seamless integration of your Google Ad Grants campaign data into our reporting system, enabling us to provide you with more accurate insights and actionable recommendations for optimizing your digital marketing efforts.

INTERMEDIATE

IMPACT AREA: MULTIPLE

:: DATA INSIGHTS

Upon analyzing the data from many associations’ traffic sources in the DataStrength report, we’ve observed opportunities to enhance attribution and tracking. Please see the table below to get a better understanding of how our reporting tracks where users come from before they land on your website.

(DataStrength® Dashboard>>Ecommerce)

Note that each user can be identified based on three different parameters:

  • Source: Identifies the origin of traffic.
  • Medium: Specifies the type of traffic.
  • Campaign: Names the campaign.

While these are often automatically generated, you can actually control what shows up here when users follow certain paths to your website. These can be set using UTM parameters. UTM parameters are tags added to the end of URLs to track the performance of marketing campaigns across various channels. The above parameters can be set by appending this data to your URL

  • utm_source
  • utm_medium
  • utm_campaign

You can take your marketing attribution to the next level by including UTM parameters in the URLs that you are using to advertise or send traffic to your website.

:: NEXT STEPS

You can implement UTM parameters across many marketing channels, including QR codes on print materials, vanity URLs for TV ads, and hyperlinks in digital media placements.

Additionally, more specific to this report, these tracking parameters can and should be added to your URLs for Google Ads (Grants and Paid) as well as Meta Ads.

  • For Google Ads, while auto-tagging typically handles parameter inclusion, it becomes critical when Google Ads and Google Analytics aren’t linked, as the absence of UTM parameters may lead to misinterpretation, potentially categorizing Google Ads traffic as organic within analytics reports.
  • For Meta Ads, the inclusion of UTM parameters is even more crucial to avoid misattribution of data. Without them, Meta Ads traffic may be erroneously categorized as organic instead of paid.

Demonstrations of implementations for each platform are shown in the screenshots below:

Finally, we’ve included a convenient resource to assist you. A Google Sheet is provided for you, allowing you to create your own tracking URLs seamlessly. Simply make a copy of the file and add it to your Google Drive (or just download the file if you prefer to use Excel).

The Campaign “Track”

The instructions for how to use this sheet are included. By following these steps, you can easily generate tracking URLs with UTM parameters to enhance your marketing attribution by ensuring that your data is tracked in the DataStrength® Report.

ADVANCED

IMPACT AREA: MISSION

:: DATA INSIGHTS

In the DataStrength report for November 2023, we observed a significant spike in financial donations to the YMCA associations in the NC Alliance on November 28th, coinciding with Giving Tuesday.

This increase in donations is clearly illustrated in the timeline chart shown below:

(DataStrength® Dashboard>>Web Performance)

Giving Tuesday presents a unique opportunity to engage donors and drive fundraising efforts for your association.

:: NEXT STEPS

All YMCA associations should consider implementing targeted marketing campaigns and initiatives leading up to Giving Tuesday to capitalize on heightened philanthropic sentiment. You can leverage as many of your communication channels as possible to raise awareness about Giving Tuesday and encourage community participation in supporting the YMCA. Some specific ideas include:

  • Craft Compelling Messaging: Develop compelling messaging that emphasizes the impact of donations on YMCA programs and initiatives. Highlight stories of individuals or families positively affected by YMCA services to evoke empathy and encourage support.
  • Create Dedicated Giving Tuesday Campaigns: Design dedicated Giving Tuesday campaigns across various channels, including social media, email newsletters, and website banners. Tailor your messaging and visuals to align with the spirit of giving and the mission of the YMCA.
  • Utilize Social Media Platforms: Leverage the power of social media platforms such as Facebook, Instagram, Twitter, and LinkedIn to amplify your Giving Tuesday message. Create engaging posts, stories, and videos that showcase the importance of supporting the YMCA and provide easy ways for followers to donate or get involved.
  • Implement Peer-to-Peer Fundraising: Encourage supporters to become ambassadors for the YMCA by launching peer-to-peer fundraising campaigns. Empower individuals to create their fundraising pages and rally their networks to donate to the cause.
  • Host Virtual Events and Challenges: Organize virtual events, challenges, or live streams on Giving Tuesday to engage supporters and drive donations. Consider hosting virtual fitness classes, webinars, or panel discussions related to health, wellness, and community impact.
  • Personalize Email Newsletters: Segment your email list and personalize email newsletters to target different donor segments effectively. Tailor your messaging to resonate with the interests and motivations of each group, whether it’s highlighting specific programs, volunteer opportunities, or donor recognition.
  • Create Urgency and Momentum: Build anticipation and excitement leading up to Giving Tuesday by teasing upcoming campaigns, sharing impactful stories, and counting down the days until the event. Create a sense of urgency by emphasizing the limited-time opportunity to make a difference on Giving Tuesday.
  • Provide Donation Incentives: Offer incentives or matching gifts to encourage donations on Giving Tuesday. Consider partnering with local businesses or sponsors to provide exclusive discounts or rewards to donors as a token of appreciation for their support.

“Everywhere I go, I see one of my competitor’s ads. How can I do that?”

Pay-per-click (PPC) advertising is an effective marketing strategy to drive more traffic to your website by paying a publisher when the ad is clicked. Advertisers usually place the ads on search engines, such as Google or Bing, and pay platforms a fee every time someone clicks the ad.

PPC allows for different ad formats including, search, shopping, display, video, and Gmail ads. When executed properly, PPC campaigns increase leads, conversions, and sales while simultaneously raising your brand awareness and company’s profile through SEM (search engine marketing).

Four Reasons PPC Works


Increase Brand Visibility 

When it comes to digital marketing, everyone wants to be #1, right? Paying to appear at the top in Google searches will automatically leapfrog competing websites and place your ad where your audience will see it. PPC advertising through Google Ads is the fastest and most guaranteed method to generate immediate brand awareness and leads. 

Drive More Traffic to Your Website

Not only will PPC marketing put your brand name at the top of search engines, but this type of marketing encourages customers to take action and click through to landing pages, leading to even more measurable conversions. Overall, PPC drives trackable results so you can easily evaluate the ad campaign’s performance.  

Reach a Targeted Audience

PPC targets the right audience by using age, gender, location, household income, and interest-based targeting. However, there are a couple of differences when it comes to search (or SEM) and display PPC targeting: 

Easily Adjust Ad Campaigns for Your Desired Results

In addition to the easy-to-adjust daily budgets, PPC ads are easy to tweak. If you feel that a current ad isn’t bringing the traffic you anticipated, it’s easy to change things up and adjust the keywords until we find the right approach. PPC is also a great way to test a variety of campaigns and strategies.

At CGR Creative, we take a personalized approach to building PPC campaigns for our clients that drive measurable results. Want to learn more about how paid search and display advertising might work for you? Contact us today!

When should different languages be used in marketing

Written By: Rodolfo Otamendi

When should other languages be used in advertising?

Living in a country in which many cultures meet, marketers often come across this question. When advertising to certain cultural groups, sometimes one can opt to use the group’s native language. A common misconception among communicators is that language and culture are two distinct factors. However, the truth of the matter is that language is very connected to social context.

The first thing that should be kept in mind when deciding whether the message should be communicated in English, another language, or both is the need of the consumer because otherwise the message cannot be properly understood. What does that mean? Translation is not always effective. Sometimes translating a message that was originally written in English into another language will not yield the exact meaning because an equivalent translation does not exist. It is important to remember that language is not only language, but it can also mean tradition, pride, and culture. One has to get in touch with the cultural background of the group being targeted in order to deduct whether the message should be translate, or written in English from scratch.

It can sometimes be effective to communicate in another language when surrounded by English content. This helps the message stand out even more, subconsciously. Again, the role of cultural and emotional connection comes into play here. Something important to keep in mind when it comes to mixing two languages, like in the case of “Spanglish,” is that it has to include terminology that is spontaneous and that has developed from the targeted group itself, rather than from the copywriter. You can’t expect to mix a bunch of words together and for the audience to find it cool. At the end of the day, the audience sets a good portion for the guidelines for communication.

“Spanglish can be either funny and cool, or really forced. I don’t know who decides this, but that’s just the way it is.” Cristina Velasquez, a Miami advertising student

Furthermore, the use of a language for emotional connection is an important factor that should always be kept in mind when selecting the language. The Spanish language, for example, is definitely one of the parts, if not the most important, of Hispanic culture, and there are certain expressions that can more successfully connect with consumers in the Spanish language. It is important to remember the cultural experience of the group being targeted and how the usage of the language may influence the emotional appeal of the message. In some cases, when the message being communicated was initially introduced to the audience in said language, using it can generate a greater emotional connection, and therefore, get the message across with greater success. Although different generations of cultures in the United States have different levels of English fluency, one thing is certain: Their native tongue is part of their background regardless and is a big tool of self-identification for them.

Overall, although it is up to the communicator’s discretion to decide when to use English, another language, or both in a message, the factors mentioned above should definitely be kept in mind when making a decision. In a culturally diverse nation, bilingual and even trilingual groups of people are becoming more common. The use of Spanish and English, for example, is very likely to become “intertwined” in the years to come, given the fact that the Hispanic market in the United States is increasing greatly.

How an Outside Agency Can Complement Your Internal Efforts

If you’ve landed on this page, you’re probably:

  1. Working for an internal marketing team
  2. Working for a marketing agency
  3. Hi, Mom!

Although many brands utilize an in-house marketing department, these same brands are discovering the benefits of bringing in an outside marketing agency to complement their internal efforts. In addition to being the sole marketing resource for several of our clients, we also work with in-house teams to ensure that their internal marketing strategies are achieving their full value.

Still wondering how an agency like CGR Creative could complement your in-house marketing efforts? Allow us to list thy ways:

We’ll take an unbiased look.

You live, sleep, eat and breathe your brand. While this gives you a deep insight into brand standards, it also has the tendency to stop you from reaching beyond those standards. As an unbiased third party, we can take a neutral look at your brand, guiding you to uncharted marketing territory and greater success.

We can help fill the gaps.

Is your team killing it on social media, but struggling when it comes to creating content? Do you implement ad campaigns, but have no idea how to determine if they are actually successful? One reason internal marketing teams call on agencies is to help them fill in the gaps, providing skills and services that they might be lacking internally. 

We’ll help your internal team become more efficient.

Who better understands the stress of managing a marketing team than a marketing agency themselves? Many brands will call on internal employees to assist with marketing efforts, in addition to their full-time role. It’s no surprise that this added responsibility can lead to a lack in consistency and efficiency. By letting an external agency pick up the slack where you need it most, your internal team members can spend more time focusing on their most pressing projects.

We’re already trained!

For an internal marketing team feeling the heat, nothing sounds more daunting than the prospect of training a new employee to be proficient in the skills and technologies of the marketing world. Perhaps one of the greatest benefits of working with an experienced agency is this: You don’t need to train us. In addition to being creative, out-of-the-box thinkers, we already have the skills and technologies you’re seeking to bolster your marketing strategies, and we’re already up-to-date on the latest trends.

We can tell you what’s working.

This is a skill that is especially unique to CGR Creative. As you might know, we call ourselves a “digital-to-dollars” agency, which means that we track, measure, and report on how all of your marketing efforts are directly impacting your ROI. We can help you identify your strengths, weaknesses and areas of opportunity to tell you what’s working, what’s not, and how we can work together to make your brand stronger than ever.

 

Ready to learn more about how our team can complement the in-house efforts of your brand? Contact us today!

stressed-business-woman

Happy Halloween! (Or if you’re reading this on a day that’s not Halloween, we’ll just wish you a happy day.)

This time of year, you hear a lot about scary things. You know, the usual. Paranormal activity. Zombies. Witches. Election season. You know, the usual.

But if you’re in the marketing department of your corporation, you know that there are wayyy scarier things than a ghost or two.

Here are 5 of the scariest things every marketing department has heard:

 

Can we pause the marketing for a couple of months?

I’m sorry. What?

Slowing down for certain seasons is one thing, but putting a complete halt to every marketing campaign? That’s enough to make anyone shudder!

As a marketing manager, you know that the only good that can come from this is finally, finally proving to the non-marketing-believers just how important those marketing dollars are. But as someone who’s passionate about their job, you also know that even two months lost can be detrimental to the brand buzz you’ve already put so much work into building.

 

Now that we have marketers, we don’t need a sales team.

Your marketing is your sales team, right?

WRONG. WRONG. SO WRONG.

Marketing and sales might work hand-in-hand, but they are not the same. If anything, they are separate, collaborative efforts that serve to complement each other. But they are not the same. While marketing teams bring anywhere from 20-60% of a company’s total leads, outbound efforts from a sales team are crucial for that final push.

 

Why can’t we just do what they’re doing?

Ah, the classic “Everyone’s doing it!” approach to marketing.

As the marketing expert at your business, you know that your business is in a different stage than its competitors. Every business has a different vision and mission and brand identity, which means that, ultimately, every business might just have a different (but still successful) approach to marketing.

 

Let’s make it go viral.

Guuuuuulp.

We’ve all been there on this one, right? You launch an incredibly clever and engaging social media campaign. Every detail has been thought out, and on the surface, it has viral potential. Then some kid in Nebraska posts a video of his cat knocking over a bowl of milk, and that’s the kind of content that goes viral.

‘Going viral’ is easier said than done. In fact, most people that ‘go viral’ aren’t even trying to be viral sensations in the first place!

It’s maddening, but it’s also part of the business. If there was a secret recipe behind going viral, we’d all be YouTube sensations by now. Instead, continue pushing clever, engaging campaigns, and you might just find that they go viral on their own.

 

It’s time to rebrand.

The thing with rebranding and designing a new website is that, regardless how many years have passed since the last rebrand/redesign, it always feels like you just did it yesterday. These things have a way of sneaking up on you.

This one is certainly “scary,” but when you’re working with the right agency it can actually be really fun and exciting seeing your brand come to life in a fresh way.

 

The great thing about working with an agency like CGR Creative is that we can make these scary things seem not-so-scary. From the social media campaigns to the website redesigns, we take some of the stress off of your plate, while also taking an amazing and fresh approach to your marketing strategy! Contact us today to get started.

Pay Per Click flat style vector banner. Internet advertising, online marketing concept. Modern illustration for web design, marketing and print material.

“Everywhere I go, I see one of my competitor’s ads. How can I do that?”

Those competitor ads you’re seeing could be the result of a variety of strategies. For one, they could be remarketing ads. More than likely, you’ve been followed by remarketing ads before. Ever done some online shopping, and suddenly ads for that brand are following you around the Internet? Yep, that’s remarketing!

Remarketing is a clever way to connect with visitors to your website who may not have made an immediate purchase or enquiry. It allows you to position targeted ads in front of a defined audience that had previously visited your website – as they browse elsewhere around the Internet. (Source.)

Basically, when you visit a website, you’re added to a remarketing list, which presents ads to you as you continue browsing the Internet.

On top of that, if you’re seeing competitor’s ads everywhere you go, that means they’ve implemented PPC into their digital marketing strategy.

Pay-per-click (PPC) is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher (typically a website owner or a network of websites) when the ad is clicked. (Source.)

Organic (a.k.a. FREE) marketing techniques are great for bringing results, but when it comes to making a greater impact with your business, PPC might just be the missing piece to your online marketing puzzle.

Just A Few of the Reasons PPC Works

Puts You First

When it comes to digital marketing, everyone wants to be #1, right? And by placing your ads at the top of search engines, PPC can help you achieve this.

Proven to Increase Website Traffic

Not only will PPC marketing put your name at the top of search engines, it’s also been proven to encourage customer clicks, in turn increasing traffic to your site.

Takes A More Targeted Approach

PPC marketing targets the keywords that your customers are most likely to use on search engines. You also have the ability to target your customers by location! This means that, when your customers are looking for what you offer, you’ll be there. Not only will you be reaching more customers, you’ll be reaching the right customers.

Easy to Change and Adjust

In addition to the easy-to-adjust daily budgets, PPC ads are easy to tweak. If you feel that a current ad isn’t bringing the traffic you’d hoped for, it’s easy to change things up and adjust the keywords until you find the perfect approach. Because of this, PPC is also a great way to test a variety of campaigns and strategies!

 

Want to learn more about how PPC might work for you? Contact us today!

 

reasons people hate your blog

Okay, fine. This blog title is a little dramatic and click-baity (which, by the way, could very well be a reason people aren’t clicking with your blog). When it comes to blogging, you’re bombarded with articles about best practices for writing and for growing your audience and for engaging your readers. But with so many people telling you what you should do, wouldn’t it be nice to have a list of things you shouldn’t do?

Online readers are picky when it comes to what, when and where they read, and one of the best ways for you to connect with them is to first identify what makes them tick.

Avoid Mistakes: 12 Biggest Turn-Offs for Blog Readers

Forgot to proofread.

What’s one typo, right? For many blog readers, typos and grammatical errors could be the biggest thing standing between you and your online credibility. Before you publish, make sure to proofread and polish your blog.

Misunderstood your audience.

By misunderstanding your audience and what they’re seeking on your blog, you risk giving them content they don’t want and don’t care about, and you might even lose loyal readers. Users are coming to your site wondering What’s in it for me?, and it’s your job to give them the value they’re seeking.

Poor UX on site.

UX = user experience. Online users want to see a clean, straightforward design. For starters, to make your blog easier to read, break chunky paragraphs into smaller, easier to digest sections and lists.

Lack of consistency.

What’s the goal of your blog? What’s your niche? How often will you post? Keep these questions in mind as you blog to give your users the consistency they desire.

Focusing on quantity over quality.

Your blog should be x wordsYou should post x days a week. Instead of focusing on the length of your blog posts or increasing your posting schedule, make sure your primary focus is on providing readers with high-quality content.

Weak title.

Maybe your title is too long, or too short. Or maybe it’s not engaging, or it doesn’t provide any SEO value. The title might be the first thing readers see, and it could make all the difference between clicking to read…and scrolling on by.

Being too salesy.

It’s a blog for your business; it would be crazy to not talk about your business, right? Well, kind of. Only talking about your company and your products is a major turnoff for blog readers. Remember to be personal and tell stories–this will build trust in you, as well as in your business!

It’s fake.

A blog, even a personal blog, should be an open conversation. Remember to be you, and be real. If there’s one thing bloggers can see right through it’s fake content. Keep it real!

No images or links.

In addition to adding a more robust UX, images and links will give readers more dynamic ways of immersing into your content and engaging with your brand.

Ignoring comments.

One of the biggest mistakes made by bloggers is neglecting to respond to comments received on their blogs. Blogs spark two-way conversations; be sure to engage! (The exception here, of course, are spam comments–delete those!)

Not sharing it.

You can’t take a set it and forget it approach to blogging. Sharing to social media is one of the best ways to deliver your content to people who want to read it, while also growing your readership.

Believing it’s only a blog. 

A blog is part of your content marketing strategy, but it’s just a part. Remember that one blog can be repurposed into a variety of different types of content, including podcasts, videos and infographics. Create and experiment with different types of content to see which resonates with your audience the most!