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#SMX #23C2 @MilwaukeePPC
How to Use Event Tracking to Improve Marketing Performance
LET’S START USING EVENT TRACKING FOR MORE THAN
EMAIL CLICKS
#SMX #23C2 @MilwaukeePPC
How to Use Event Tracking to Improve Marketing Performance
LET’S START USING EVENT TRACKING FOR MORE THAN
EMAIL CLICKS
#SMX #23C2 @MilwaukeePPC
How I First Felt When Learning About Event Tracking
“We got so many email clicks!”
#SMX #23C2 @MilwaukeePPC
Bosses and Colleagues? Not Impressed.
#SMX #23C2 @MilwaukeePPC
Hi. I’m Joe Martinez
“2016 Top 5 Rising Star in PPC”
– PPC Hero
#SMX #23C2 @MilwaukeePPC
Sorry Alice Cooper, Milwaukee Doesn’t Mean, “The Good Land”
#SMX #23C2 @MilwaukeePPC
#SMX #23C2 @MilwaukeePPC
Random, Fun Joe Fact: I LOVE VINYL
#SMX #23C2 @MilwaukeePPC
Before We Begin…2 Assumptions
#SMX #23C2 @MilwaukeePPC
1. Just Like Me, You’re Not a Developer
#SMX #23C2 @MilwaukeePPC
2. You Already Know and Love Google Tag Manager
#SMX #23C2 @MilwaukeePPC
Use Event Tracking to Improve Conversion Rates
http://bit.ly/2lcp2MH
#SMX #23C2 @MilwaukeePPC
Was the Form Completed or Not?
#SMX #23C2 @MilwaukeePPC
Where Did Users Drop Off?
#SMX #23C2 @MilwaukeePPC
Segment by Device
#SMX #23C2 @MilwaukeePPC
Analyze Form Engagement on Mobile
#SMX #23C2 @MilwaukeePPC
Have Data to Show Clients Where Users Drop Off
→ =Conversion Rate increased 42%
#SMX #23C2 @MilwaukeePPC
Tracking Outbound Links with Simo Ahava
http://bit.ly/2kxALqb
#SMX #23C2 @MilwaukeePPC
Outbound Link Event Tracking Tag Set Up
#SMX #23C2 @MilwaukeePPC
Outbound Link Event Tracking in Analytics
#SMX #23C2 @MilwaukeePPC
Add Label As Your Secondary Dimension
#SMX #23C2 @MilwaukeePPC
Search for Those Outbound Links in Display Planner
#SMX #23C2 @MilwaukeePPC
Show Branding or Remarketing Ads to More Users
*Guitar Center is not my client. Just an example!*
#SMX #23C2 @MilwaukeePPC
Every ad group I have running Display Ads from Outbound Link
Audiences has at least a
34% higher CTR
Reach a More Relevant Audience
Thanks Simo!
#SMX #23C2 @MilwaukeePPC
Event Track Embedded Video Content
http://bit.ly/2lVr1oo
#SMX #23C2 @MilwaukeePPC
Optimize Smart’s Video Event Tracking Tag
#SMX #23C2 @MilwaukeePPC
View Video Events in Analytics
#SMX #23C2 @MilwaukeePPC
Wait a Minute…
#SMX #23C2 @MilwaukeePPC
Use Someone Else’s Content to Your Advantage
This is not my client’s video, but we have it on the blog.
#SMX #23C2 @MilwaukeePPC
Use Someone Else’s Content to Your Advantage
Now we can see what types of video content users like the most on our site.
#SMX #23C2 @MilwaukeePPC
Test Out Related Content on Other Channels
*Keep in mind the targeting of the original campaign*
#SMX #23C2 @MilwaukeePPC
Use Event Tracking for Intent-Based Remarketing
#SMX #23C2 @MilwaukeePPC
Google Analytics Audiences
#SMX #23C2 @MilwaukeePPC
*GASP* Remarketing Audiences from Events!
#SMX #23C2 @MilwaukeePPC
Remember the Form Engagement Event?
#SMX #23C2 @MilwaukeePPC
Audience for Users Who Never Completed a Form
#SMX #23C2 @MilwaukeePPC
Who Do You Think Is More Likely to Convert?
#SMX #23C2 @MilwaukeePPC
Every ad group I’m using “skipped form” audiences has at least a
22% higher conversion rate
Reach a More Relevant Audience
Thanks LunaMetrics!
#SMX #23C2 @MilwaukeePPC
On-Page Events – Mobile Click-to-Call Example
#SMX #23C2 @MilwaukeePPC
Mobile Click-to-Call Trigger
#SMX #23C2 @MilwaukeePPC
Mobile Click-to-Call Tag
#SMX #23C2 @MilwaukeePPC
Create One Audience for Morning Off-Hours
#SMX #23C2 @MilwaukeePPC
Create a Second Audience for Evening Off-Hours
#SMX #23C2 @MilwaukeePPC
Add Off-Hours Audiences to an Ad Group
#SMX #23C2 @MilwaukeePPC
Focus Ad Message to Bring Users Back
#SMX #23C2 @MilwaukeePPC
Why Keep Pursuing After a Call Is Made?
You know your customer service is not as good as this team.
#SMX #23C2 @MilwaukeePPC
Why Keep Pursuing After a Call Is Made?
Maybe you have a better chance closing the deal with better CRM data.
#SMX #23C2 @MilwaukeePPC
Don’t Forget About Layering!
#SMX #23C2 @MilwaukeePPC
Try to Connect with the Individual Even If the Audience is Big
#SMX #23C2 @MilwaukeePPC
Free Slides for Everyone!
granularmarketing.com/smx-west-2017
#SMX #23C2 @MilwaukeePPC
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! ENJOY THE REST OF #SMX