Intro to Google Analytics and Google AdWords (March 19 2013)
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The document provides an introduction to Google Analytics and Google AdWords tailored for small to medium-sized businesses, emphasizing the importance of understanding web visitor behavior and tracking digital marketing campaigns. It covers setting up Google Analytics, including custom dashboards, goals, and campaign tracking, as well as outlining the basics of Google AdWords such as budgeting, ad structure, and keyword matching options. Additionally, it invites feedback for future topics and presentations, fostering a community focused on digital marketing strategies.
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• 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
11www.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:](https://image.slidesharecdn.com/introtogoogleanalyticsandadwords-march192103-130426104302-phpapp02/85/Intro-to-Google-Analytics-and-Google-AdWords-March-19-2013-11-320.jpg)
![15 15www.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](https://image.slidesharecdn.com/introtogoogleanalyticsandadwords-march192103-130426104302-phpapp02/85/Intro-to-Google-Analytics-and-Google-AdWords-March-19-2013-15-320.jpg)
Intro to Google Analytics and Google AdWords (March 19 2013)
- 1. Introduction to Google Analytics and Google AdWords for SMB Friday, April 26, 2013
- 2. 2 • 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. 2www.ChescoMarketing.com Welcome
- 3. 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 social@chescomarketing.com www.ChescoMarketing.com
- 4. 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: Downingtown Malvern Chester Springs
- 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 www.ChescoMarketing.com 5 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 social@chescomarketing.com
- 6. Intro to Google Analytics 6www.ChescoMarketing.com
- 7. 7 • 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 7www.ChescoMarketing.com Overview of Google Analytics
- 8. 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)
- 9. 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 &
- 10. 10 10www.ChescoMarketing.com GA: Dashboard & Reporting Custom dashboard Account Dashboard
- 11. 11 • 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 11www.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:
- 12. Intro to Google AdWords 12www.ChescoMarketing.com
- 13. 13 • 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%) 13www.ChescoMarketing.com What is Google AdWords?
- 14. 14 14www.ChescoMarketing.com Structure of AdWords Account Best practice: Structure your campaign by multiple adgroups that focus on topics, products, etc.
- 15. 15 15www.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
- 17. 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 Tincher jeff@610digital.com @JeffTincher http://linkd.in/TinchLI