REPORTING
USING REPORTS
&
DASHBOARDS
IN YOUR MARKETING STRATEGY
BY : JESSICA EMBREE
W
We ’ ve noticed lately that a lot of businesses have a tendency to set it and forget it when it comes to their digital marketing campaigns . These businesses typically set up all of their marketing initiatives and then just let them be instead of constantly adapting them to respond to current trends . We see this time and time again , particularly in Google Ad campaigns .
In your Google Ads account , continuous tweaking is required to maximize the value of your ads and campaigns . You need to be optimizing all the time , whether that is revising your keyword strategy to include search terms that are popular that week or adjusting your headers and descriptions to reflect the language your target audience is currently using . The data that appears each week on your dashboard is a guide for you on the best way to optimize your campaigns to respond to weekly trends in your search categories .
Companies often overlook the value of their dashboards when it comes to optimizing their digital marketing strategy . It ’ s surprising how many businesses are doing this when it holds so much valuable information for them . Your dashboard is a powerful tool because it displays the current results of your campaigns and recommendations for constant improvement .
20 | TULIPMEDIAGROUP . COM