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Is your company tracking your digital marketing efforts through a web analytics platform like Google Analytics? If not, you may be wasting your time because you have no idea which strategies are driving traffic and converting visitors to leads or sales. If you are utilizing Google Analytics, what metrics are you looking at to determine campaign effectiveness? This presentation provides a Google Analytics overview, as well as digging into the rich reporting features offered by Google’s free analytics platform. Formic also shares our favorite free SEM tools of the trade with you. Learn how to use Google Analytics and other SEM tools to measure your efforts, gain competitive intelligence and better understand what online success looks like.
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Lunch & Learn: Google Analytics & Free SEM Tools
Presenter: Date: Location:
Alex Peerenboom and Anna Hutson October 10th, 2012 Formic Media, Inc.
Formic Team
• Launched in 2008 to service small business & partners
• Specializes in search, social and website development
• 100% of Account Team Google AdWords & Google Analytics Certified
• 7 employees & 45+ clients • Strategic partnerships (SEMA, AlphaGraphics,
etc.) • Focus on education via monthly Seminar Series
Social Advertising for Small Businesses
Lunch & Learn Google Analytics & Other Free Tools
Agenda • Google Tools
• Google Analytics • Google AdWords Tools • Google Webmaster Tools • Google Alerts • Google Trends
• Other Free SEM Tools • Keyword Research Tools • Site Optimization Tools • Link Development Tools • Social Media Tools • Mobile Tools
Lunch & Learn Google Analytics & Other Free Tools
Why Use Google Tools? • Free* • Robust • Integrated (Google+) • Large user-base • Community-supported • Continually evolving and improving
• *Apps, Gmail and Analytics offer premium services for a fee
Lunch & Learn Social Advertising for Small Businesses
Google Tools
Lunch & Learn Google Analytics & Other Free Tools
Google Analytics What
Measure website visitor behavior and performance Why
Understand efficacy of marketing & user experience Integrates with AdWords, AdSense & Webmaster
Tools How
Set up account, drop code onto pages & learn Conversion funnels used to require “thank you” page
Google Analytics
Google Analytics & Other Free Tools
Highlights Utilize custom reports & advanced segments Create conversion funnels Factor in e-commerce & goal tracking
Custom Dashboard Google Analytics & Other Free Tools
GA Tracking Code Google Analytics & Other Free Tools
Profile Filters Google Analytics & Other Free Tools
Goals & Funnels Google Analytics & Other Free Tools
Goal Completions Google Analytics & Other Free Tools
Conversion Paths
Google Analytics & Other Free Tools
In-page Analytics Google Analytics & Other Free Tools
GA Alerts Google Analytics & Other Free Tools
Lunch & Learn Google Analytics & Other Free Tools
Google Keyword Tool What
Research keyword opportunities for website, PPC campaign optimization
Why Understand what keywords audience is searching for Integrates with AdWords, Traffic Estimator
How Sign-in to a Google account for more robust options Type in keyword variations, provide regional, device
targeting
Google Keyword Tool
Google Analytics & Other Free Tools
Highlights Sign-in to a Google account for robust options Set location, device targeting specifications Export to CSV file or directly to AdWords
Traffic Estimator Tool
Google Analytics & Other Free Tools
Lunch & Learn Google Analytics & Other Free Tools
Google Ad Preview Tool What
See how your ads appear in search results Why
You won’t accrue impressions/click data on ads Can diagnose visibility issues Integrates with AdWords
How Sign-in to AdWords account for diagnostics Type in keyword variations, provide regional, device
targeting
Google Ad Preview Google Analytics & Other Free Tools
Highlights Sign-in to Google AdWords for diagnostics Set location, device targeting specifications Adjust/optimize campaigns for better ad visibility
Lunch & Learn Google Analytics & Other Free Tools
Google AdWords Editor What
Offline editor for creating/updating AdWords campaigns
Why Work offline, then upload your changes any time. Make bulk changes Copy or move items between ad groups and
campaigns. How
Download AdWords Editor to your desktop
Google Analytics & Other Free Tools Google Editor
Highlights Download your AdWords account & work offline Make bulk changes to campaigns/ad text/keywords Share changes with other users
Lunch & Learn Google Analytics & Other Free Tools
Google Webmaster Tools What
Resource for website owners & administrators Why
Gain insights into site performance and visibility Identify crawl errors, top keywords, # of inbound
links, load time and more How
Verify account and monitor performance
Google Analytics & Other Free Tools Google Webmaster Tools
Highlights Verify ownership Look for errors Export links & analyze
Lunch & Learn Google Analytics & Other Free Tools
Google Alerts What
Automated topical updates via email or RSS feeds Why
Monitor search results for specific keywords/phrases Stay on opt of opportunities & challenges
How Setup a variety of alerts by brand, product, etc. Don’t forget to track key executives & competitors
Google Analytics & Other Free Tools Google Alerts
Highlights Utilize “quotes” for accuracy Track blogs & comments Leverage RSS for easy tracking
Google Analytics & Other Free Tools Google Alerts
Lunch & Learn Google Analytics & Other Free Tools
Google Trends What
Keyword trending database Recently merged with Google Insights for Search
Why Identify past & emerging trends for marketing
How Integrate into keyword research and social
monitoring
Google Analytics & Other Free Tools Google Trends
Highlights Monitor hot topics/searches Evaluate industry terms/sites Consider geographic relevance
Google Analytics & Other Free Tools Google Trends
Google Analytics & Other Free Tools Google Trends
Lunch & Learn Social Advertising for Small Businesses
Other Free Tools
SEO Keyword Research Site Optimization Link Development
Social Media Mobile
Lunch & Learn Social Advertising for Small Businesses
Keyword Spy
What Keyword data on organic and paid search Why Get estimated analysis on what keywords
competitors are optimizing for or bidding on How Visit keywordspy.com
Google Analytics & Other Free Tools Keyword Spy
Highlights See estimated media spend and sample ads Find new keyword variations
Lunch & Learn Social Advertising for Small Businesses
SEMrush
What Keyword data on organic and paid search Why Get estimated analysis on what keywords
competitors are optimizing for or bidding on How Visit semrush.com.
Google Analytics & Other Free Tools SEMrush
Google Analytics & Other Free Tools SEMrush
Highlights View by keyword or by domain See top competitors in organic search
Lunch & Learn Social Advertising for Small Businesses
Bing Webmaster Tools
What Resource for website owners & administrators Why Get critical data to help understand how Bing is
viewing the information on your site. Gain insights into site performance and visibility Identify crawl errors, top keywords, # of inbound
links, load time and more How Create an account and verify your website
Google Analytics & Other Free Tools Bing Webmaster Tools
Highlights Dashboard provides critical data on your website
Google Analytics & Other Free Tools Bing Webmaster Tools
Lunch & Learn Social Advertising for Small Businesses
Screaming Frog
What Tool allows you to crawl the pages on site and
view key data Why Easily scan critical SEO tags on your site or
competitor’s sites How Download Screaming Frog to your desktop. Input
any URL to start scan
Google Analytics & Other Free Tools Screaming Frog
Highlights Quick way to crawl and view key meta tags
Lunch & Learn Social Advertising for Small Businesses
SEOmoz What Complete suite of SEO tools, with Open Site
Explorer providing basic link data Why View basic information regarding links for your site
and competitors How Visit SEOmoz.org
SEOmoz
Google Analytics & Other Free Tools
SEOmoz
Google Analytics & Other Free Tools
Highlights View the link count and key factors for up to 5
websites
Lunch & Learn Social Advertising for Small Businesses
Ahrefs What Link diagnosis tool for domains Why View critical link data for your website and
competitors to better understand a link profile How Visit Ahrefs.com and input any URL
Ahrefs Social Advertising for Small Businesses
Ahrefs Social Advertising for Small Businesses
Highlights View link count over time and the top sources of
links
Ahrefs Social Advertising for Small Businesses
Highlights View the number of referring domains and
anchor text distribution
Lunch & Learn Social Advertising for Small Businesses
HootSuite What Dashboard that allows users to control social
media profiles from central location Why Efficiently manage multiple profiles How Create an account and utilize the web interface,
browser apps or mobile apps
HootSuite Google Analytics & Other Free Tools
Highlights Manage multiple accounts from 5 different social
media sources
HootSuite Google Analytics & Other Free Tools
Highlights Ow.ly click summary is a free report where you can
see the performance of the links you share.
Lunch & Learn Google Analytics & Other Free Tools
TweetDeck What Dashboard that allows users to control social
media profiles from central location Why Efficiently manage multiple profiles How Create an account and utilize the web interface,
browser apps or mobile apps
HootSuite Google Analytics & Other Free Tools
Lunch & Learn Google Analytics & Other Free Tools
Social Mention
What Real time social media search and analysis Why Get key insights into who is talking about brands
or topics How Visit SocialMention.com and search for any
brand, keyword or site
Social Mention Google Analytics & Other Free Tools
Lunch & Learn Google Analytics & Other Free Tools
Mobilizer
What Allows you to view mobile versions of websites
straight from your desktop Why Easily test or analyze mobile website for better
development How Download Mobilizer to your desktop
Mobilizer Google Analytics & Other Free Tools
Highlights View websites from 4 different virtual phones
Lunch & Learn Google Analytics & Other Free Tools
GoMo by Google
What Complete resource for mobile development
including website grader and basic mobile website builder
Why Free report with recommendations on your
mobile website How Visit HowToGoMo.com
GoMo Google Analytics & Other Free Tools
Highlights GoMoMeter tests your mobile website across
critical factors and provides recommendations
GoMo Google Analytics & Other Free Tools
Highlights Google has partnered with dudeMobile so you can
easily build a website
What We Do
Services
Google Analytics & Other Free Tools
Formic Media's pay-per-click (PPC) advertising services provide small and local businesses guaranteed visibility within targeted search results, via paid "sponsored listings".
PAY PER CLICK Formic Media's search engine optimization (SEO) services help small and local businesses to generate visibility within "organic" or “natural" search engine listings.
SEARCH ENGINE OPTIMIZATION
Formic Media's SEO-friendly website design and development services provide small businesses with an affordable, functional and highly visible Web presence.
WEB DESIGN Formic Media's social media marketing (SMM) services enable small and local businesses to leverage free/ low-cost networks to gain increased brand awareness.
SOCIAL MEDIA MARKETING
We have created the appropriate processes, tools and methodologies needed to be efficient and cost effective for your team and your clients.
PARTNERSHIPS Attend Formic Media's free monthly search engine marketing seminars. Learn the latest and greatest in the search engine marketing industry.
FREE SEMINARS
Thank you!
Contact John McPhee for more information [email protected]
503.517.9059 x122
Lunch & Learn Google Analytics & Other Free Tools