intro to google analytics and adwords - chescomg 3/19, 2013

Introduction to Google Analytics and Google AdWords for SMB

Monday, April 10, 2023

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Intro to Google Analytics

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• 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

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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)

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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 &

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GA: Dashboard & Reporting

Customdashboard

AccountDashboard

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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

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:

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Intro to Google AdWords

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• 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?

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Structure of AdWords Account

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

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• 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

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Inside AdWords

keywords

adgroups

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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 Tincherjeff@610digital.com@JeffTincherhttp://linkd.in/TinchLI