Intro to Google Analytics and Google AdWords (March 19 2013)

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


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


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]


Intro to Google Analytics


• 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

http://www.google.com/analytics


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)


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 &

http://bit.ly/14ankim


GA: Dashboard & Reporting

Customdashboard

AccountDashboard


• 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:

http://www.google.com/analytics


Intro to Google AdWords


• 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?


Structure of AdWords Account

Best practice:Structure your campaign by multiple adgroups that focus on topics, products, etc.


• 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


Inside AdWords

keywords

adgroups


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

http://www.chescomarketing.com/

http://www.facebook.com/ChescoMG

http://www.twitter.com/ChescoMarketing

http://linkd.in/ChescoLI

http://eepurl.com/tE1of