intro to google analytics and adwords - chescomg 3/19, 2013
DESCRIPTION
Introduction and beginner level slide deck I used during the March 19th, 2013 Chester County Marketing Group's event.TRANSCRIPT
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Introduction to Google Analytics and Google AdWords for SMB
Monday, April 10, 2023
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2www.ChescoMarketing.com
Intro to Google Analytics
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33www.ChescoMarketing.com
• 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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66www.ChescoMarketing.com
GA: Dashboard & Reporting
Customdashboard
AccountDashboard
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77www.ChescoMarketing.com
• 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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8www.ChescoMarketing.com
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 [email protected]@JeffTincherhttp://linkd.in/TinchLI