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Introduction to Google Analytics & Google Adwords

JeffTincher
November 13, 2013

Introduction to Google Analytics & Google Adwords

Great information about using Google Analytics and Google AdWords for a Small Business.

JeffTincher

November 13, 2013
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  1. 2 About Jeff Tincher Internet Marketing Consultant, specializing in Social

    Media Marketing and Paid Search Management, for a handful of clients ranging from e-commerce to health & wellness, to home improvement to finance. Founder of the Chester County Marketing Group and 610 Digital, an Interactive Marketing company providing Online Marketing, Social Media, Email Marketing and Paid Search services to the Greater Philadelphia area. Husband, Dad of 2, youth soccer coach. @JeffTincher http://linkd.in/TinchLI Fb.com/JeffTincherConsulting
  2. 4 • Full-featured, powerful analytics package – for FREE. •

    Ability to know what your web visitors are doing on your site – How many? How often? How long? – Where did they come from? – Did they convert (purchase, download, etc.)? – Real time monitoring • Track Campaigns (paid, email, social, etc.) • Custom Dashboards/Reports Learn More www.google.com/analytics 4 www.ChescoMarketing.com Overview of Google Analytics
  3. www.ChescoMarketing.com 5 GA Conversions & Goals • Understand and Measure

    sales, downloads, video plays, and other actions that are of value to you. • Add Conversion code to Thank You/Confirmation Page • Four Types of Goals • URL Destination • Visit Duration • Page/visit • Events • Up to 4 Goal Sets, each with 5 goals (see example at right)
  4. www.ChescoMarketing.com 6 GA: Custom Campaign Tracking How to set up

    UTM tags: http://bit.ly/14ankim Example: http://www.chescomarketing.com/?utm_source=Facebook&utm_medium=link&utm_campaign=Event%2BInvite • Track custom campaigns for email, social, paid, etc. • Create UTM tags • Campaign source (utm_source) • Campaign medium (utm_medium) • Campaign Name (utm_campaign) • Add this tagged link to your website, email, use on FB, etc. • Create tags for EACH source to allow better reporting • New UTM Tag Manager Important: 1st tag preceded by ?, the others preceded by &
  5. 8 • Create a GA account at www.google.com/analytics • Get

    tracking code and add to every page of website/blog. – Use a plugin for WordPress Blogs – Use include files if site is PHP enabled • Your Unique ID: UA-XXXXXXXX-YY – XXXXX = analytics acct # – YY = profile # within acct – Up to 25 accounts – Each account up to 50 profiles 8 www.ChescoMarketing.com Setting Up GA <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXX-Y']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script> Sample GA tracking code:
  6. 10 • Known as Paid Search/PPC/Pay-per-click • Not FREE. •

    Google AdWords, Bing Ads • Key Definitions of paid ads: – Clicks = # of times ad appears AND is clicked – Impressions = # of times your ad appears – Avg CPC = average cost per click – CTR = # of clicks / impressions. (ex: you have 5 clicks and 1000 impressions, 5/1000= 0.05%) • Ads appear as top 3 results in Google SERP and along the right side of results. 10 www.ChescoMarketing.com Overview of Paid Search/PPC
  7. 11 • Great for Small, Local Businesses • Don’t need

    website – Send to G+ Page or Call • Quick to Setup – Select Business Category – Write Ad copy (one ad!) – Set Budget • Low Cost (min $50/mo) • Google will manage 11 www.ChescoMarketing.com AdWords Express
  8. 12 • Used by businesses to generate leads, sales and

    traffic to site • Provides more features, reports and tools than AdWords Express • Advertise across a region or nationwide • Ability to set keywords and multiple ads • Manage multiple campaigns • Set a daily budget for advertising 12 www.ChescoMarketing.com What is Google AdWords?
  9. 13 13 www.ChescoMarketing.com Structure of AdWords Account Best practice: Structure

    your campaign by multiple AdGroups that focus on topics, products, etc.
  10. 14 14 www.ChescoMarketing.com • Keywords Matching Options – Broad &

    +Modified +Broad – “Phrase Match” • Matches phrase exactly of with words in front or behind • Search “women’s hats” “marketing group” – [Exact Match] • Search needs to be exact – Return close variants of words, plurals, misspellings • Negative Keywords – Filter out word you do not want included