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as part of the Chester County Marketing Group's monthly meetings, Jeff Tincher gave a presentation about Google AdWords and Analytics and how a small business could value from both.
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Introduction to Google Analytics and Google AdWords for SMB
Wednesday, April 12, 2023
22www.ChescoMarketing.com
• Website finally launched• New faces & intros• Survey results• Google Analytics• Google AdWords• General Discussion• Wrap Up
Sorry for all the TEXT on the rest of the slides. I try to use more images in my presentations.
Welcome
www.ChescoMarketing.com 3
ChescoMarketing.com (finally)
• Schedule of Events/Meetings• Blog articles & syndicate with
other blogs• Past Presentations in Slide
Library• Business & Professional
Networking (in the works)• Apps & Tools
Suggestions and feedback?Email [email protected]
www.ChescoMarketing.com
www.ChescoMarketing.com 4
Survey Results
Anyone know of a restaurant or venue in Exton (Main St area) that can accommodate our group and with no charge?
Other areas listed by members are:
DowningtownMalvernChester Springs
www.ChescoMarketing.com 5
Interactive Marketing and Other
• mobile marketing, b2b marketing
• Event marketing
• Better connecting digital with offline Trends and research
• Digital marketing, media, influencing through visual, learn about each member's company and what their goals and challenges are
• Online marketing generally
Social Media Focus
• Social Media E-Commerce
• Setting up Facebook Pages; WordPress usage; email systems; FB & Google ads.
• Social media and SEO
• Best Practices sharing is the best, especially new/social media
• Social media administration/tools/trends Business development
• reviewing/discussing the social media platforms, and anything new that comes up in the online marketing world!
• I love to hear what other people are doing (digital marketing). Social media tools and new updates to old channels. Content marketing. Email marketing. Mobile.
• growing your business through social media efforts
Future Topics
Request for Presenters
Are you interested in speaking to the group? Let us know and we’ll get you on the schedule.
Email [email protected]
6www.ChescoMarketing.com
Intro to Google Analytics
77www.ChescoMarketing.com
• 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 Morewww.google.com/analytics
Overview of Google Analytics
www.ChescoMarketing.com 8
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)
www.ChescoMarketing.com 9
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 &
1010www.ChescoMarketing.com
GA: Dashboard & Reporting
Customdashboard
AccountDashboard
1111www.ChescoMarketing.com
• 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
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:
12www.ChescoMarketing.com
Intro to Google AdWords
1313www.ChescoMarketing.com
• Known as Paid Search/PPC/Pay-per-click• Not FREE. • Set a budget for advertising• Ads appear as top 3 results in Google SERP and
along the right side of results.
• 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%)
What is Google AdWords?
1414www.ChescoMarketing.com
Structure of AdWords Account
Best practice:Structure your campaign by multiple adgroups that focus on topics, products, etc.
1515www.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
1616www.ChescoMarketing.com
Inside AdWords
keywords
adgroups
www.ChescoMarketing.com 17
Web: www.ChescoMarketing.com
Facebook: www.Facebook.com/ChescoMG
Twitter: www.twitter.com/ChescoMarketing
LinkedIn Group: http://linkd.in/ChescoLI
Email List: http://eepurl.com/tE1of
Presenter Info:
Jeff [email protected]@JeffTincherhttp://linkd.in/TinchLI