Google Webmaster Tools Webinar Recap

For the month of August, Fluid Advertising Agency in Bountiful  focused on all things Google. To finish off the month, we presented our webinar on Google Search Console, formerly Google Webmaster Tools, and other tools for Digital Marketers. The webinar was hosted by one of Fluid’s digital marketing managers Dustin Cederholm and managing director, Phil Case.

 

 

History of Google

Google founders, Larry Page and Sergey Brin, first collaborated on the search engine, BackRub, which operated in Stanford for more than a year before being shut down for taking too much bandwidth.

Google.com became a registered domain in September of 1997.The name is a play on the word “googol,” a mathematical term for the number 1 followed by a hundred zeros, which signifies the founders’ desire to organize a seemingly infinite amount of information on the web.

In August of 2015, Google announced the formation of Alphabet, a holding company that would manage google and all of its off shoots. Google continues to make updates to its search algorithms.

Google Tools of Importance (non comprehensive)

  • Search Engine
  • Webmaster Tools
  • Gmail
  • Analytics
  • Adwords
  • Tag Manager
  • URL Builder
  • Business View
  • Drive
  • Alerts
  • Google+
  • YouTube
  • Blogger

Google Analytics

Google Analytics helps to understand what results are coming from organic traffic versus paid traffic. It provides deep and powerful insights into customer acquisition, customer preferences, profiles, and demographics, including user behavior on mobile and desktop platforms. It is important to know if mobile should be a focus point for you or not. Mobile traffic varies, but knowing how the traffic is distributed across mobile and desktop helps design teams and marketing teams.

Data points available through Google Analytics:

  • Bounce rate (under 60% is normally considered acceptable)
  • Time on site
  • Site traffic numbers
  • Mobile vs desktop
  • UTM parameters
  • Visitor demographics
  • Visitor locations
  • Traffic sources
  • Conversion data
  • And many more!

Google AdWords

Google owns 32% of the global digital ad market. On average business make $2 of revenue for every $1 spent. AdWords In-market demographics provides powerful targeting options for AdWords users. You can find people who visit specific sites within your industry. Use sitelinks to get more attention to your eye and increase user efficiencies.

Some keywords are very competitive. The most expensive keywords are insurance, loans, mortgage and attorney. Costing over $70 a click

URL Builder

UTM parameters are unique tags added to a URL that, when clicked, are tracked by Google Analytics. These logs aggregate across all your campaigns and help paint a clear picture of how your marketing campaigns are running.

Steps to make:

  1. Create your Assests
  2. Build URL (google Url builder and you will find the builder tool)
  3. Define what a conversion is. This helps you track the goals you would like to see from your ads. Have a dedicated thank you page after a form submission or purchase. This makes conversion tracking much easier, by placing the conversion pixel on the thank you page.
  4. Deploy ads
  5. Analyze Results.

Common parameters include:

  • Campaign
  • Medium
  • Keyword
  • Content

Use an excel file to keep track of parameters and urls so that you can get good data. Good data in, equals good data out.

Use campaign to deliver Ad level tracking. You can then know which ads are perfuming better, instead of just which campaign is. The more specific your data is the more powerful it is.

Turning anonymous to Known

IP address is one of the most informative data points any marketer has access to. There are a number of tools that can turn IP address into viable user data. Other tools use even more sophisticated technology to bridge the gaps IP address tracking misses.

Some tools to consider as you move from intermediate to expert marketer:

  • Marketing automation software
  • Identity management solutions
  • Cookies
  • Social login
  • Single sign-on (SSO)

You can use IP address to find specific business that are visiting your site. If they are frequent visitors, they probably a good lead to follow up with.

These kind of tools can dramatically decrease cost of conversions, and normally come with a very high R.O.I

Cookies can give you much more information than will be provided on a form submission. This means you can reduce the number of questions on a form (which typically results in more form submissions) and still get the data you need.

Summary

  • Google offers a number of free tools that are vital to the success of any digital marketer
  • Google recently restructured dividing services into individual companies. The effect is still not completely known.
  • Google Adwords is responsible for the vast majority of Google’s revenue and a primary revenue source for millions of companies around the world
  • Mobile advertising should be a primary focus for any business
  • UTM parameters may be the single easiest way to improve your marketing campaign tracking
  • Follow Fluid’s 5 step protocol to better digital marketing
  • UTM parameters matched with conversion pixels allow any size business define its marketing ROI
  • It is possible to turn anonymous visitors to known without a form submission

Watch the full video here!

 

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