Google “Webmaster” ToolsH o w t o u s e G o o g l e t o o l s t o b e c o m e a b e t t e r d i g i t a l m a r ke t e r

Dustin Cederholm

Digital Strategy Meeting, Fluid

Phil Case

Managing Director/Partner, Fluid

Dustin Cederholm has been engaged in conversion optimization professionally for more than 7 years. His experience has helped companies as small as 25 employees with less than $1 million revenue and as large as 2,500 employees with >$1 billion revenue. He uses advanced CRO techniques to turn client’s site traffic into revenue.

Phil leads Fluid in its quest to become the most innovative and cutting-edge advertising agency, emphasizing brand strategy and creativity. His strengths include identifying problems and opportunities for businesses and developing cost-effective solutions that are in concert with bottom-line business objectives.

@Dustin Cederholm @GetFluid

@DustinCederholm

#FluidWebinarSeries

@GetFluid

Google History & Recent Updates

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A Brief 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.

“Google is not a conventional company. We do not intend to become one.”

Excerpt from Google’s Founding Letter

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Recent Updates

• SEO Updates: Panda - Penguin - Hummingbird - Mobile Algorithm• Google+ • Operating structure: ALPHABET

Google Tools Of Importance

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A (non-comprehensive) list of the many available Google Tools:

• Search Engine*• Webmaster Tools*• Gmail• Analytics**• Adwords**• Tag Manager*• URL Builder**

• Business View• Drive• Alerts*• Google+• YouTube*• Blogger

Google Tools

"Guerrilla marketing is a state of mind. It simply isn't guerrilla if it isn't newsworthy."—Drew Neisser, CEO of Renegade Marketing

Image source: http://www.webgranth.com/tag/free-available-products-of-google

* Stands for priority!

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If you’ve got time don’t forget…

“ It’s possible to become too dry, too corporate, too much about making money .”

- Google

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Invest time and energy in Google Analytics. Pay special attention to:

• Organic vs. Paid Search• Desktop vs. Mobile• Time on page, # of page views, Bounce rate• UTM parameters• Conversion pixels

Google Analytics

* Stands for priority!

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Invest time and energy in Google Analytics. Pay special attention to:

• Over 1.2 million businesses advertise on Adwords• 70% of mobile searches call a business from mobile search results• Businesses make an average of $2 in revenue for every $1 spent• Most expensive keywords: Insurance, loans, mortgage, attorney• Google owns approximately 32% of the global digital ad market• The next most active ad network = Facebook

Google Adwords

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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.

Common parameters include:• Campaign• Medium• Keyword• Content

Google URL Builder

Image source: http://www.webgranth.com/tag/free-available-products-of-google

* Stands for priority!

A Step-By-Step GuideTo b e t t e r m a r ke t i n g u s i n g s i m p l e & f r e e G o o g l e t o o l s .

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Step 1: Create Assets

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Step 2: Generate URL

Search URL Builder in Google

Add parameters:• Campaign source• Campaign medium• Campaign term• Campaign content• Campaign name

Final URL: yourcompany.com/?utm_source=google&utm_medium=email&utm_content=google-webinar&utm_campaign=webinar-series-event

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Step 3: Define Conversion

Set conversion pixels for:• Facebook• Web forms• Retargeting• PPC

Banner advertising• Content links

Tip: Use a dedicated thank you page to make it easier to employ conversion tracking. Often all you need is the URL tail (i.e. /thank-you*)

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Step 4: Deploy Ads

Image source: http://www.b2bmarketingexperiences.com/2014/09/combining-inbound-and-outbound-marketing/

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Step 5: Analyze Results

From Intermediate to ExpertF l u i d a r g u e s w h y i t ’ s w o r t h t h e i n v e s t m e n t

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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)

Turning Anonymous to Known

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Hungry For More Data?

Wiki definition:A possible interaction between a web browser and a server holding a web page in which the server sends a cookie to the browser and the browser sends it back when requesting another page. Cookies are arbitrary pieces of data, usually chosen by the web server, and stored on the client computer by the browser.

Important things to know:• Cookies expire• Cookies are not foolproof• Not everyone accepts cookies• You can send multiple cookies from thesame page

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When is it time to upgrade?

IN 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

Questions?G o o g l e “ We b m a s t e r ” To o l s : H o w t o u s e G o o g l e t o o l s

t o b e c o m e a b e t t e r d i g i t a l m a r ke t e r

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If I rank well in Google already, why do I need AdWords?

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How has mobile traffic affected usage of Google’s tools, and should I be concerned about catering to mobile traffic?

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Are Google tools better suited to target my customers or to learn who my customers really are?

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How can I use Google’s tools to learn more about what my customer

is looking for and wants?

THANK YOU

@Dustin Cederholm

#FluidWebinarSeries@GetFluid