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Paul Hickey's Data Driven Daily Tips
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Paul Hickey's Data Driven Daily Tips

Author: Paul Hickey

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Paul Hickey is a business leader, digital strategist and web developer who is starting to get loud while documenting the journey of helping businesses grow. We talk Google Analytics, Social Media Content Creation, Facebook Ads, SEO, Paid Search, Web Design and more, as well as the occasional interview with business owners, marketers, educators, entrepreneurs and just overall badasses. Thanks for listening!

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140 Episodes
Ep.136: How To Create And Deploy Instagram Story Swipe Up Ads: Data Driven Daily Tip 258
The data says that Instagram Stories are where your consumers and clients attention are. Regardless of your target persona, audiences are flooding to Instagram, and if you're not posting to your Story, you're barely visible on the platform.The metrics I've tested to gain this knowledge are: Story Views vs. Profile Views vs. Follower Count.If your business has enough followers (usually 10,000 or more), then you will be granted access to be able to add a "link" to your story, which allows the user viewing your story to be taken to a web page with more information about your business on it.I refer to this as the "Instagram Story Swipe-Up-To-URL" Feature. If you have enough followers to have this enabled, you have no excuse not to be posting 3-6 :15 second story slides per day on Instagram that link to various products, services and landing pages about your business.But there is yet another way to gain visibility now at a low cost per audience attention, and that is to run Instagram Story Swipe-Up Ads.This is done through Facebook Business Manager / Facebook Ads Manager, and this video shows you how, along with this earlier Data Driven Daily Tip.To run an Instagram Story Swipe Up Ad, you'll need to do the following:1. Log into Facebook Ads Manager. 2. Choose any Ad Objective (but I recommend the Consideration Column and something like Traffic). 3. Name your ad, upload an image that is 1080 x 1420 px. Here is a link to the official guide on Instagram Story Ad Creative Dimensions and Guidelines from Facebook. 4. Have fun filling out your Website URL Link, ad Text, and Budget, and then click Confirm! Become a supporter of this podcast:
Ep.135: Facebook Ads Tip: How To Narrow Your Audience In A Facebook Ad (and why you'd want to) - Data Driven Daily Tip 257
I've been using Facebook Ads SUPER ACTIVELY since 2016. I mean, I've run every single kind of Facebook Ad known to man or woman, and I continue to be a practitioner of the Facebook Business Manager, Facebook Ads and Facebook Events Tracking Platform. It really is and / or should be integrated into everything every business does digitally, and I know that makes some old school IT and HR/Ops people cringe, but it's just the truth. There are many examples of how Facebook Ads is an amazing brand building and customer acquisition platform, but the one I'm focusing on in this video is how to Narrow Down Your Target Audience for an ad/audience.For example, you may be a convenience store trying to appeal to "Mom's On The Go" in a particular geographic region of say, Tennessee. :)You may also be running a sale on say, AquaHydrate, a fitness water product.You can literally build an audience targeting all Women in Tennessee, then narrow it down to Mom's of Kids Age 8-10, then narrow it down to "with an interest in Fitness," then narrow it down to "interested in fitness waters" or even the brand AquaHydrate.Granted, your audience is going to get smaller and smaller the more you narrow it, to the point where it could get TOO NARROW and Facebook Ads will tell you your audience is too small and you need to re-expand it, but this is the era of marketing we're in now, and you need to familiarize yourself with it. It's amazing. Become a supporter of this podcast:
Ep.134: Google Domains Tip: How To Forward A Domain Name And Why You’d Want To: Data Driven Daily Tip 256
Google Domains Tip: How To Forward A Domain Name And Why You'd Want To: Data Driven Daily Tip 256As you can imagine, having built and launched websites for more than 12 years, I've come across all kinds of domain name registrars and web hosting companies.One of the newest ones that I've come across, and seems to be more and more popular, is Google Domains. My understanding is that it's a new(er) product offering from Google, and makes sense as part of the GSuite for Businesses, which I'm a big fan of and have blogged a lot about.So having used Google Domains frequently now over the past year, I can tell you that one thing that isn't as intuitive as you might think, is how to simply forward a domain name from one to another.Why would you WANT to forward a domain name?Many reasons, including:- Marketing purposes - maybe you have a URL like, and you want to simply forward it to your URL on Company name change. Maybe you want to rebrand from to or something similar. You can easily forward one to the other so that your users find you in both places.- Many entrepreneurs I know literally have 50-100 domain names in their accounts that are being unused, and are variations or misspellings of their primary domain URL. I'd strongly advise all of them and all of you to take the time to forward those to your primary URL. This will result in an increase in web traffic - even if a tiny one, it could still help!This video shows you HOW to forward a domain name using Google Domains. Become a supporter of this podcast:
Ep.133: How To Use Google Analytics Over Optimize To A/B Test Your Website: Data Driven Daily Tip 255
How to use Google Analytics INSTEAD OF Google Optimize, to run A/B Tests or Experiments on your website.Now, WHY would you want to use Google Analytics, instead of Google Optimize?I've blogged and vlogged a lot about Google Optimize and have used it a ton for both Data Driven Design and our clients, and it is an amazing A/B testing tool.But Optimize is meant for true "experiments" like deciding with design or content elements within a page work best at converting users.Typically, this works best for "higher traffic sites" with already low bounce rates, because higher traffic sites with already super high engagement rates really need to get super detailed into further optimization using data.Optimize also works well for sites seeking higher traffic, with already strong engagement rates but looking to decide things like:- Which headline or sentence should I use as my web copy? - Which color should a Call To Action button be? - What should that button say? - Which of these two or three photos would best engage users for a particular space?What Google Optimize DOESN'T DO WELL, that Google Analytics does well for A/B Testing, is allow you to create completely separate layouts and test them against one another. This is done through simply creating a variant or multiple variant pages at different URLs.So your variants are PAGES, not ELEMENTS OF A PAGE.This is excellent for website redesign projects in which your business might be debating over two or more homepage "concepts" or running marketing campaigns to landing pages and what to do some initial testing around which one to spend the most money against.Watch this video to see how to set up these kinds of experiments in Google Analytics and get them live on your website. Become a supporter of this podcast:
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