Introduction and beginner level slide deck I used during the March 19th, 2013 Chester County Marketing Group's event.

1. Introduction to Google Analytics
and Google AdWords for SMB
Thursday, March 21, 2013

2. Intro to Google Analytics
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3. Overview of Google Analytics
• 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
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4. 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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5. GA: Custom Campaign Tracking
• 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
Example:
http://www.chescomarketing.com/?utm_source=Facebook&utm_medium=link&utm_campaign=Event%2BInvite
Important: 1st tag preceded by ?, the others preceded by &
How to set up UTM tags:
http://bit.ly/14ankim
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6. GA: Dashboard & Reporting
Custom
dashboard
Account
Dashboard
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7. Setting Up GA
• 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 Sample GA tracking code:
– Up to 25 accounts <script type="text/javascript">
– Each account up to 50 profiles 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>
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8. Intro to Google AdWords
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9. What is Google AdWords?
• 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%)
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10. Structure of AdWords Account
Best practice:
Structure your campaign
by multiple adgroups that
focus on
topics, products, etc.
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11. • 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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12. Inside AdWords
adgroups
keywords
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13. 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
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