GA4 Predictive Audiences

Wyeth LeemonFebruary 12, 2021Blog, Web Analytics

Agency POV Google recently rolled out their highly anticipated Google Analytics 4 that leverages machine learning models to provide marketers with some unique tools that can help improve performance and drive results across Google Ads. Perhaps the most intriguing of these is the ability to create Predictive Audiences. Before diving too deeply into this article it must be noted that … Read More

How to Build a Successful Health and Wellness Brand

John KadlicFebruary 8, 2021Blog, Health and Wellness

Three fundamentals of health & wellness brand strategy to drive awareness, growth, impact, and consumer trust.   Introduction The global wellness industry is expanding at breakneck speed, growing by 6.4% annually over a two-year period. That’s nearly twice as fast as overall global economic growth. By 2026, the industry is predicted to hit $6.54 billion and have a compound annual … Read More

Facebook Ads iOS14 Updates

Dana Haltiwanger StrubFebruary 2, 2021Blog, Marketing, Social Media

How Apple’s Recent Release Could Affect Your Facebook Advertising You have probably heard by now that Apple’s recent iOS 14 update will impact Facebook advertising, but you may still be wondering exactly how this will unfold. There are still a lot of questions that remain unanswered, but we’ve compiled what we know so far and some tips to help you … Read More

Make Your SEO and PPC Strategies Work Together

Parallel PathJanuary 20, 2021Blog, PPC, SEO

Search engine optimization (SEO) and pay per click (PPC) are two digital marketing channels that direct traffic to your website. Though the two approaches to capturing clicks from the search engine result pages (SERPs) are unique — SEO is “earned” media and PPC is paid — they work most optimally when they are used together. Therefore, your SEO and PPC … Read More

Google Ads Beta and Innovations You May Have Missed from Q3 & Q4 of 2020

Wyeth LeemonJanuary 15, 2021Blog, PPC

Google Ads platform is constantly innovating with the introduction of new features or betas. Here is an overview of the highlights from some of the more impactful and relevant for brands and organizations in health, wellness, and lifestyle. Feel free to reach out to Parallel Path if there are any questions on anything specific or want to learn more about … Read More

Clubhouse – The Newest Social Media Platform You Should Be On

Paris OsbornJanuary 12, 2021Blog, Health and Wellness, Social Media

A Guide for Health, Wellness, and Lifestyle Brands    What is Clubhouse? It seems like everyone’s raving about the exciting new social media platform that recently hit the App Store. Clubhouse is a new live audio chat room that has built its reputation, in part, on exclusivity. Because the app is still in beta testing, Clubhouse is invite-only and each … Read More

The Digital Marketing Analytics Checklist

Parallel PathJanuary 6, 2021Blog, Web Analytics

A Digital Marketing Checklist to Make Your Data Work for You   Digital marketing analytics can provide a wealth of information regarding consumers’ preferences, behaviors, and desires. It can also help marketers measure the effectiveness of their marketing practices and strategies. There are hundreds of ways for brands to use data to grow their business.   Unfortunately, many businesses don’t know … Read More

Google Analytics 4

Greg GarrisonDecember 22, 2020Blog, Web Analytics

Google’s most significant change to its analytics platform launches in response to a cookie-less future. What you need to know to keep your competitive edge. Introduction to GA4 Google recently released its newest analytics offering, Google Analytics 4, and that’s a big deal. GA4 is an entirely new analytics platform from Google that is meant to address and combat the … Read More

How Your Brand Can Promote Social Media Wellness

Megan JoosteSeptember 22, 2020Blog, Marketing, Matrix, Social Media

With people spending so much more time at home because of the COVID-19 pandemic, the danger of over-using social media is real, even for people for whom health and wellness is a priority. Remember what Jack Ma, the founder of Alibaba said: “Today’s customers want to be healthy and happy, no matter who they are.” He’s right. And for brands … Read More

Analyzing the Health Insurance Customer Journey

Megan JoosteSeptember 11, 2020Blog, Content Marketing, Health Industry, Health Insurance, Healthcare, Inbound, Matrix

You know the saying about taking a walk in another person’s shoes? If you’re in the business of providing health insurance plans, your marketing efforts need to start by donning more than just a new pair of shoes. To really understand how people find their way to your company, and also understand their experience once they’re there, you need a … Read More

Enabling Enhanced Ecommerce With and Without Shopify

Greg GarrisonSeptember 3, 2020Blog, Consumer Packaged Goods, Matrix, Web Analytics, Wellness Industry

Enhanced Ecommerce is an extension of the reporting available via Google Analytics Ecommerce reporting. As the name suggests, enabling this reporting expands upon what e-commerce information is available within Google Analytics. Enhanced Ecommerce provides additional information around shopping behaviors and checkout behaviors.  Examples of Enhanced Ecommerce Reports Enabling Enhanced Ecommerce (EE) looks to populate the information highlighted in the screenshots … Read More

Paid Media Tips for Brand Safety During COVID-19

Willow SmithSeptember 1, 2020Blog, Marketing, Matrix, PPC

Brand Safety encompasses all the strategies and activities brands employ to safeguard their reputation while advertising online. This spans from paid media strategy all the way down to ad placement, as well as ad content. Traditionally when marketers think about brand safety, it’s in reference to where ads are placed online and ensuring “safe” content adjacency. This entails making sure … Read More

Better KPIs for Wellness Digital Marketing

Greg GarrisonAugust 26, 2020Blog, Matrix, Web Analytics, Wellness Industry

High-performing digital marketing strategies rely on a built-in feedback loop that pulls regular analytics reports, analyzes marketing activities, and optimizes based on those findings. But marketing teams (and their analytics specialists) can sometimes get overwhelmed by the sheer amount of data that is accessible to them. It’s easy to wonder what are truly important key performance metrics to put at … Read More

Tips for Better Digital Marketing Analytics for Outdoor Brands

Greg GarrisonAugust 21, 2020Blog, Lifestyle Industry, Matrix, Outdoor, Web Analytics

You know the saying: “you can’t manage what you don’t measure?” Even if your wellness brand is in a moment of growth, without truly understanding how your digital marketing efforts are affecting that growth, it will be difficult to craft a strategy that ensures that growth will continue. Here are four analytics tips for better tracking of your digital marketing … Read More

Four Content Planning Tips for Lifestyle Brands

Megan JoosteAugust 18, 2020Blog, Content Marketing, Lifestyle Industry, Matrix, Outdoor

Backpacker’s Pantry is one of the world’s foremost producers of freeze-dried food, and the brand’s domain earns a lot of traffic each month from relevant outdoor and active lifestyle consumers looking for information ranging from finding the perfect e-bike to campfire safety tips. In particular, one blog post has recently earned incredible traffic growth during COVID-19: “10 Foods to Keep … Read More

Optimize Your Hospital’s TeleHealth Information on Google My Business During COVID-19

Megan JoosteAugust 14, 2020Blog, Healthcare, Matrix

As the US continues to navigate outbreaks and shutdowns your hospital’s Google My Business profile should be optimized to maximize your exposure and service for your audience. Your Google My Business listing is critical to driving traffic to your healthcare website, providing great customer service, and communicating valuable information to your patients and their families. The following optimization recommendations will … Read More

Social Media Advertising Updates 2020

Daniel CunninghamAugust 10, 2020Blog, Marketing, Matrix, Social Media

The world of social media advertising can feel like it is evolving at light speed. To help you stay on top of opportunities to achieve your marketing goals, we wanted to take a moment to share a current overview of all Q1 and Q2 changes to Facebook, Instagram, Twitter, Snapchat, Linkedin, Pinterest, and TikTok . Facebook & Instagram Updates New … Read More

Google Ads Updates 2020

Wyeth LeemonJuly 24, 2020Blog, Marketing, Matrix

We wanted to take a moment to share noteworthy 2020 updates, beta programs, and features you may have missed from 2019 within the Google Ads platform, specifically for paid search and display, that might affect the way you achieve your marketing goals. Lead Form Extensions Are Still in Beta and Have Some Critical Limitations This feature was rolled out in … Read More

Five Signs Your Outdoor Brand is Wasting Money on Paid Search

Wyeth LeemonJuly 23, 2020Blog, Lifestyle Industry, Matrix, PPC

Pay-per-click (PPC) or Paid Search advertising is a powerful marketing channel that can rapidly grow revenue for outdoor brands. Without a clear, informed strategy, however, runaway spending is a constant risk. Here are some of the biggest reasons for unprofitable paid search campaigns. Even if you are confident that you are getting a good ROI (return on investment) on your … Read More

How to Be More Human With Your Wellness Brand Social Media Strategy

Megan JoosteJuly 16, 2020Blog, Matrix, Social Media, Wellness Industry

Being Human on Social Media Leads to an ROI That You Can Measure Social media is a crucial part of any content marketing strategy, and you have probably read a thousand listicles and downloaded dozens of ebooks on how to better leverage your social media channels to grow your business. But, before even planning your first series of posts, it’s … Read More