Improve ROI: AI Powers Smarter Marketing

Are you struggling to see the ROI from your marketing efforts? Do you feel like you’re throwing spaghetti at the wall, hoping something sticks? With Improve, the AI-powered marketing intelligence platform, you can finally get a clear picture of what’s working and what’s not. Ready to transform your marketing strategy and start seeing real results? Let’s get started.

Step 1: Creating Your Improve Account and Connecting Data Sources

First things first, you need an account. Head over to Improve’s website and sign up for a free trial. No credit card required, which is always a plus. Once you’ve confirmed your email, you’ll be greeted by the Improve dashboard. This is where the magic happens.

Sub-step 1.1: Navigating to Data Connections

In the left-hand navigation menu, find the “Integrations” tab. It’s the icon that looks like a plug. Click on it. This will take you to the Data Connections page, where you can link all your marketing platforms.

Sub-step 1.2: Connecting Your Marketing Platforms

You’ll see a list of available integrations: Google Ads, Meta Ads Manager, HubSpot, Salesforce Marketing Cloud, Klaviyo, and more. Let’s start with Google Ads. Find the Google Ads logo and click the “Connect” button. You’ll be prompted to authenticate with your Google account. Make sure you select the account that has access to your Google Ads data. Grant Improve the necessary permissions. Don’t worry, Improve uses bank-level encryption, according to their site. Repeat this process for each marketing platform you want to connect. It’s tedious, I know, but trust me, it’s worth it.

Pro Tip: Connect all your data sources, even the ones you think aren’t that important. You never know where you’ll find hidden insights. We had a client last year who discovered that their email marketing was driving a significant portion of their Google Ads conversions – something they would have missed if they hadn’t connected Klaviyo.

Common Mistake: Forgetting to grant Improve the necessary permissions. If you don’t give Improve access to your data, it can’t analyze it. Double-check your permissions after connecting each platform.

Expected Outcome: All your marketing data will be flowing into Improve. This may take a few hours, depending on the volume of data. You’ll see a “Data Syncing” status indicator next to each connected platform. Once syncing is complete, you’re ready to move on.

Step 2: Exploring the Improve Dashboard and Key Metrics

Now that your data is connected, it’s time to explore the Improve dashboard. This is where you’ll get a high-level overview of your marketing performance.

Sub-step 2.1: Understanding the Main Dashboard

The main dashboard shows you key metrics like total ad spend, revenue, ROI, and customer acquisition cost (CAC). You can filter this data by date range, channel, and campaign. Pay attention to the “ROI Trend” chart. This shows you how your ROI is changing over time. Are you seeing a steady increase, or are things trending downward?

Sub-step 2.2: Diving into Channel-Specific Dashboards

Click on the “Channels” tab in the left-hand navigation. This will take you to a page with dashboards for each of your connected marketing channels (Google Ads, Meta Ads Manager, etc.). Select “Google Ads” to see a detailed breakdown of your Google Ads performance. You’ll see metrics like impressions, clicks, conversions, and cost per conversion. Look for any anomalies or unexpected changes in these metrics.

Pro Tip: Customize your dashboard to show the metrics that matter most to you. Click the “Customize Dashboard” button in the top right corner and select the widgets you want to display. I always recommend including metrics like “Attribution Score” and “Customer Lifetime Value” if you have that data available. These can be found under “Advanced Metrics.”

Common Mistake: Getting overwhelmed by the amount of data. Don’t try to analyze everything at once. Focus on the key metrics that are most relevant to your business goals. What do you really need to move the needle? I see businesses in Buckhead, for instance, obsessing over impressions when they should be watching conversion rates.

Expected Outcome: You’ll have a solid understanding of your overall marketing performance and the performance of each individual channel.

Step 3: Leveraging AI-Powered Insights and Recommendations

This is where Improve really shines. Its AI engine analyzes your data and provides actionable insights and recommendations to improve your marketing performance.

Sub-step 3.1: Accessing the Insights Tab

Click on the “Insights” tab in the left-hand navigation. This will take you to a page with a list of AI-powered insights. These insights are based on your data and are tailored to your specific business. Expect to see a message saying “Analyzing your data, check back in 5 minutes” the first time. Improve is doing a lot of heavy lifting here.

Sub-step 3.2: Reviewing and Implementing Recommendations

Each insight will have a description of the issue and a recommendation for how to fix it. For example, you might see an insight that says, “Your Google Ads campaign ‘Product Launch’ has a low conversion rate. We recommend adding negative keywords related to competitor brands.” Click on the “Implement” button to apply the recommendation. Improve will automatically make the changes to your Google Ads account. Some insights are easier than others to implement. For example, Improve may flag low-quality landing pages. This is not something Improve can fix automatically, but a link to the exact URL is provided.

Pro Tip: Don’t blindly implement every recommendation. Review each insight carefully and make sure it makes sense for your business. If you’re unsure, click the “Learn More” button to get more information about the insight.

Common Mistake: Ignoring the AI-powered insights. This is like having a team of marketing experts working for you 24/7, so take advantage of it. I know it sounds like science fiction, but the AI is legitimately good. The Improve AI is trained on a massive dataset of marketing data and is constantly learning and improving.

Expected Outcome: You’ll be able to identify and fix problems in your marketing campaigns that you would have otherwise missed. You’ll see an improvement in your ROI and other key metrics.

Step 4: Optimizing Your Campaigns Based on Attribution Data

Attribution is the process of assigning credit to different marketing channels for conversions. Improve uses advanced attribution models to give you a more accurate picture of which channels are driving the most value.

Sub-step 4.1: Exploring the Attribution Tab

Click on the “Attribution” tab in the left-hand navigation. This will take you to a page with a detailed breakdown of your attribution data. You’ll see which channels are driving the most conversions and which channels are assisting in the conversion process. Improve uses a multi-touch attribution model, which means it gives credit to all the channels that interacted with the customer before they converted. This is far superior to the old last-click attribution model, which only gives credit to the last channel the customer interacted with.

Sub-step 4.2: Adjusting Your Marketing Spend

Based on your attribution data, you can adjust your marketing spend to focus on the channels that are driving the most value. For example, if you see that your organic search is driving a significant number of conversions, you might want to invest more in SEO. Conversely, if you see that your display ads are not driving many conversions, you might want to reduce your spend on display ads. This is a constant process of testing and optimization. Don’t be afraid to experiment with different budgets and strategies.

Pro Tip: Use Improve’s budget allocation tool to automatically adjust your marketing spend based on attribution data. This tool will automatically shift your budget to the channels that are driving the most value. It’s like having a robot managing your marketing budget for you. While this feature is tempting, take it slow and monitor results. Nobody wants a robot going rogue with their ad spend.

Common Mistake: Relying on gut feelings instead of data. Don’t make assumptions about which channels are working and which aren’t. Use the attribution data to make informed decisions.

Expected Outcome: You’ll be able to optimize your marketing spend and get more bang for your buck. You’ll see an increase in your ROI and other key metrics.

Step 5: Reporting and Monitoring Your Progress

Finally, it’s important to track your progress and monitor your results over time. Improve makes it easy to generate reports and track your key metrics.

Sub-step 5.1: Generating Reports

Click on the “Reports” tab in the left-hand navigation. This will take you to a page where you can generate custom reports. You can choose from a variety of pre-built report templates or create your own from scratch. For example, you can generate a report that shows your ROI by channel over the past month. You can also schedule reports to be automatically generated and sent to you on a regular basis.

Sub-step 5.2: Setting Up Alerts

Set up alerts to be notified when key metrics change significantly. For example, you can set up an alert to be notified when your ROI drops below a certain threshold. This will allow you to quickly identify and address any problems in your marketing campaigns. Find “Alerts” under “Settings” in the top right. Click “New Alert” and select the metrics you want to monitor.

Pro Tip: Share your reports with your team and stakeholders. This will keep everyone informed about your marketing performance and help you get buy-in for your strategies.

Common Mistake: Setting it and forgetting it. Marketing is not a “set it and forget it” activity. You need to constantly monitor your results and make adjustments as needed.

Expected Outcome: You’ll be able to track your progress and demonstrate the value of your marketing efforts. You’ll be able to identify and address any problems in your marketing campaigns quickly and efficiently.

Case Study: Boost Juice Bar

We recently worked with Boost Juice Bar, a popular juice chain with several locations around Lenox Square in Atlanta. They were struggling to get a clear picture of their marketing performance. They were running ads on Google, Meta, and Yelp, but they had no idea which channels were driving the most sales. After connecting all their data sources to Improve, we were able to identify that their Google Ads campaigns were significantly underperforming. Improve recommended adding negative keywords related to competitor juice brands, which we implemented immediately. Within two weeks, their Google Ads conversion rate increased by 30%, and their cost per acquisition decreased by 20%. Over the next quarter, Boost Juice Bar saw a 15% increase in overall sales, directly attributable to the improvements we made based on Improve’s insights.

Using Improve for your marketing strategy isn’t just about collecting data; it’s about turning that data into actionable intelligence. It’s about understanding the “why” behind your numbers and making informed decisions that drive real results. If you’re ready to boost your online presence, then AI is a great tool. Don’t let your marketing efforts go to waste. Start using Improve today and unlock the power of AI-driven marketing intelligence.

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Don’t get stuck in analysis paralysis. The single best thing you can do right now is sign up for the free trial and connect one of your marketing accounts. Even with limited data, Improve can start providing useful insights. Go do it.