This is the latest installment in our new monthly series of product updates. Every month, the Brandify product and engineering teams release numerous bug fixes, infrastructure improvements, and new features. The April product update covers highlights from our releases over the last 30 days. In honor of Earth Day on April 22, we’ll dub this our Earth Day Update.
Success Stories in Hyperlocal Advertising
As we continue to refine and augment our hyperlocal advertising capabilities, we wanted to take a moment to acknowledge a few of the wins we’ve seen in recent months with our advertising clients. For a national retail chain, we integrated real-time weather data into local campaigns, including a display advertising campaign with the goal of driving coupon downloads; we reduced the client’s cost per lead by 150% while boosting conversion rates by 215%. For a pool care manufacturer, a powerful combination of search, display, social, video, and programmatic ads drove a 221% return on ad spend. For a national recycling provider, we helped to increase online sales by 39% through a combination of search, display, video, and programmatic ads.
Rollout and Enhancement of Brandify Mobile App for Reviews
We mentioned back in January the launch of a new streamlined mobile app for review management. We are happy to say that the app has been a hit, in particular with franchises and other business types where involvement by owners and managers at the location level is an important part of local marketing strategy. Our client-branded mobile app lets location owners and managers respond to reviews quickly and efficiently throughout the course of their day, and we’ve enhanced its feature set with response templates and streamlined profile updates for fields like hours of operation. Store managers get push notifications when new reviews are detected, and can reach out easily to corporate supervisors for support.
Performance Metrics for Google Posts
Amongst our most popular product features in recent months has been our social posting tool, which lets brands post to Google and Facebook at scale. Google Posts, in particular, are a great way for brands to embed ad-like content in Google business profiles, helping to broadcast important information and convert more searchers into buyers. It’s important for brands to be able to measure the success of Google Post campaigns, and we’ve now made that much easier by embedding Google Post performance metrics directly within our social posting interface. These conveniently accessible engagement metrics for Posts allow users to easily measure past performance and optimize future campaigns based on prior successes.
Option to View Metrics for Deleted Reviews
An interesting challenge in managing reviews on behalf of brand clients has to do with deleted reviews. Users who publish reviews on sites like Google generally have the ability to remove those reviews at will. This doesn’t happen very often, but at the scale of reviews we manage for our multi-location brand clients, it’s common enough to require special handling. Our newly updated business logic gives clients the choice of whether to include deleted reviews in measurements of review volume and sentiment. This option gives clients better insight into the root cause of changes in these metrics over time and a better understanding of the impact of deleted reviews.
External Review Response Insights
Here’s another issue that relates directly to the challenge of managing reviews at scale. For our clients who oversee independently owned franchise locations, it can be difficult to keep all team members aligned with corporate strategy. In particular, franchisees given access to Brandify tools for responding to reviews may elect instead to respond directly on publisher sites. The impulse to respond at all should, of course, be rewarded, but responding off-platform is harder to track. For this reason, we’ve introduced off-platform response metrics into our reporting, so that brands can see clearly where responses are occurring outside of Brandify.
Improvements to Location Group Filters
In our last update we mentioned the launch of advanced location group filters, permitting users to create on-the-fly location groupings within the Brandify dashboard. We’ve added more functionality to that feature in order to make it possible to group locations by additional criteria such as business name (for name variations within a larger chain or franchise group) and parent store (for tenant businesses found inside big box retailers, drug stores, and the like). These improvements are driven directly by demand from our clients, who are finding it very useful to view metrics and dashboard tools via custom location groupings.
Updated Bing Local Rankings
We’ve just re-launched our Bing local ranking reports within our updated dashboard, with several process improvements designed to boost the reliability and accuracy of these reports. Though the lion’s share of attention is devoted to search rankings on Google these days, Bing is still an important secondary search engine averaging 1 billion monthly unique visitors across the globe, with 500 million monthly searches in the U.S. alone. For that reason, we feel it’s important to provide insight to our clients as to their performance in Bing local results.