Google Analytics and Other Free SEM Tools

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Lunch & Learn: Google Analytics & Free SEM Tools Presenter: Date: Location: Alex Peerenboom and Anna Hutson October 10 th , 2012 Formic Media, Inc.

description

Is your company tracking your digital marketing efforts through a web analytics platform like Google Analytics? If not, you may be wasting your time because you have no idea which strategies are driving traffic and converting visitors to leads or sales. If you are utilizing Google Analytics, what metrics are you looking at to determine campaign effectiveness? This presentation provides a Google Analytics overview, as well as digging into the rich reporting features offered by Google’s free analytics platform. Formic also shares our favorite free SEM tools of the trade with you. Learn how to use Google Analytics and other SEM tools to measure your efforts, gain competitive intelligence and better understand what online success looks like.

Transcript of Google Analytics and Other Free SEM Tools

Page 1: Google Analytics and Other Free SEM Tools

Lunch & Learn: Google Analytics & Free SEM Tools

Presenter: Date: Location:

Alex Peerenboom and Anna Hutson October 10th, 2012 Formic Media, Inc.

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Formic Team

• Launched in 2008 to service small business & partners

• Specializes in search, social and website development

• 100% of Account Team Google AdWords & Google Analytics Certified

• 7 employees & 45+ clients • Strategic partnerships (SEMA, AlphaGraphics,

etc.) • Focus on education via monthly Seminar Series

Social Advertising for Small Businesses

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Lunch & Learn Google Analytics & Other Free Tools

Agenda • Google Tools

• Google Analytics • Google AdWords Tools • Google Webmaster Tools • Google Alerts • Google Trends

• Other Free SEM Tools • Keyword Research Tools • Site Optimization Tools • Link Development Tools • Social Media Tools • Mobile Tools

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Lunch & Learn Google Analytics & Other Free Tools

Why Use Google Tools? • Free* • Robust • Integrated (Google+) • Large user-base • Community-supported • Continually evolving and improving

• *Apps, Gmail and Analytics offer premium services for a fee

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Google Tools

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Google Analytics What

Measure website visitor behavior and performance Why

Understand efficacy of marketing & user experience Integrates with AdWords, AdSense & Webmaster

Tools How

Set up account, drop code onto pages & learn Conversion funnels used to require “thank you” page

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Google Analytics

Google Analytics & Other Free Tools

Highlights Utilize custom reports & advanced segments Create conversion funnels Factor in e-commerce & goal tracking

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Custom Dashboard Google Analytics & Other Free Tools

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GA Tracking Code Google Analytics & Other Free Tools

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Profile Filters Google Analytics & Other Free Tools

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Goals & Funnels Google Analytics & Other Free Tools

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Goal Completions Google Analytics & Other Free Tools

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Conversion Paths

Google Analytics & Other Free Tools

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In-page Analytics Google Analytics & Other Free Tools

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GA Alerts Google Analytics & Other Free Tools

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Lunch & Learn Google Analytics & Other Free Tools

Google Keyword Tool What

Research keyword opportunities for website, PPC campaign optimization

Why Understand what keywords audience is searching for Integrates with AdWords, Traffic Estimator

How Sign-in to a Google account for more robust options Type in keyword variations, provide regional, device

targeting

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Google Keyword Tool

Google Analytics & Other Free Tools

Highlights Sign-in to a Google account for robust options Set location, device targeting specifications Export to CSV file or directly to AdWords

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Traffic Estimator Tool

Google Analytics & Other Free Tools

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Lunch & Learn Google Analytics & Other Free Tools

Google Ad Preview Tool What

See how your ads appear in search results Why

You won’t accrue impressions/click data on ads Can diagnose visibility issues Integrates with AdWords

How Sign-in to AdWords account for diagnostics Type in keyword variations, provide regional, device

targeting

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Google Ad Preview Google Analytics & Other Free Tools

Highlights Sign-in to Google AdWords for diagnostics Set location, device targeting specifications Adjust/optimize campaigns for better ad visibility

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Google AdWords Editor What

Offline editor for creating/updating AdWords campaigns

Why Work offline, then upload your changes any time. Make bulk changes Copy or move items between ad groups and

campaigns. How

Download AdWords Editor to your desktop

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Google Analytics & Other Free Tools Google Editor

Highlights Download your AdWords account & work offline Make bulk changes to campaigns/ad text/keywords Share changes with other users

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Lunch & Learn Google Analytics & Other Free Tools

Google Webmaster Tools What

Resource for website owners & administrators Why

Gain insights into site performance and visibility Identify crawl errors, top keywords, # of inbound

links, load time and more How

Verify account and monitor performance

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Google Analytics & Other Free Tools Google Webmaster Tools

Highlights Verify ownership Look for errors Export links & analyze

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Lunch & Learn Google Analytics & Other Free Tools

Google Alerts What

Automated topical updates via email or RSS feeds Why

Monitor search results for specific keywords/phrases Stay on opt of opportunities & challenges

How Setup a variety of alerts by brand, product, etc. Don’t forget to track key executives & competitors

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Google Analytics & Other Free Tools Google Alerts

Highlights Utilize “quotes” for accuracy Track blogs & comments Leverage RSS for easy tracking

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Google Analytics & Other Free Tools Google Alerts

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Google Trends What

Keyword trending database Recently merged with Google Insights for Search

Why Identify past & emerging trends for marketing

How Integrate into keyword research and social

monitoring

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Google Analytics & Other Free Tools Google Trends

Highlights Monitor hot topics/searches Evaluate industry terms/sites Consider geographic relevance

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Google Analytics & Other Free Tools Google Trends

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Google Analytics & Other Free Tools Google Trends

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Lunch & Learn Social Advertising for Small Businesses

Other Free Tools

SEO Keyword Research Site Optimization Link Development

Social Media Mobile

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Keyword Spy

What Keyword data on organic and paid search Why Get estimated analysis on what keywords

competitors are optimizing for or bidding on How Visit keywordspy.com

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Google Analytics & Other Free Tools Keyword Spy

Highlights See estimated media spend and sample ads Find new keyword variations

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SEMrush

What Keyword data on organic and paid search Why Get estimated analysis on what keywords

competitors are optimizing for or bidding on How Visit semrush.com.

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Google Analytics & Other Free Tools SEMrush

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Google Analytics & Other Free Tools SEMrush

Highlights View by keyword or by domain See top competitors in organic search

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Lunch & Learn Social Advertising for Small Businesses

Bing Webmaster Tools

What Resource for website owners & administrators Why Get critical data to help understand how Bing is

viewing the information on your site. Gain insights into site performance and visibility Identify crawl errors, top keywords, # of inbound

links, load time and more How Create an account and verify your website

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Google Analytics & Other Free Tools Bing Webmaster Tools

Highlights Dashboard provides critical data on your website

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Google Analytics & Other Free Tools Bing Webmaster Tools

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Lunch & Learn Social Advertising for Small Businesses

Screaming Frog

What Tool allows you to crawl the pages on site and

view key data Why Easily scan critical SEO tags on your site or

competitor’s sites How Download Screaming Frog to your desktop. Input

any URL to start scan

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Google Analytics & Other Free Tools Screaming Frog

Highlights Quick way to crawl and view key meta tags

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SEOmoz What Complete suite of SEO tools, with Open Site

Explorer providing basic link data Why View basic information regarding links for your site

and competitors How Visit SEOmoz.org

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SEOmoz

Google Analytics & Other Free Tools

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SEOmoz

Google Analytics & Other Free Tools

Highlights View the link count and key factors for up to 5

websites

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Lunch & Learn Social Advertising for Small Businesses

Ahrefs What Link diagnosis tool for domains Why View critical link data for your website and

competitors to better understand a link profile How Visit Ahrefs.com and input any URL

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Ahrefs Social Advertising for Small Businesses

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Ahrefs Social Advertising for Small Businesses

Highlights View link count over time and the top sources of

links

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Ahrefs Social Advertising for Small Businesses

Highlights View the number of referring domains and

anchor text distribution

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Lunch & Learn Social Advertising for Small Businesses

HootSuite What Dashboard that allows users to control social

media profiles from central location Why Efficiently manage multiple profiles How Create an account and utilize the web interface,

browser apps or mobile apps

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HootSuite Google Analytics & Other Free Tools

Highlights Manage multiple accounts from 5 different social

media sources

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HootSuite Google Analytics & Other Free Tools

Highlights Ow.ly click summary is a free report where you can

see the performance of the links you share.

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TweetDeck What Dashboard that allows users to control social

media profiles from central location Why Efficiently manage multiple profiles How Create an account and utilize the web interface,

browser apps or mobile apps

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HootSuite Google Analytics & Other Free Tools

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Social Mention

What Real time social media search and analysis Why Get key insights into who is talking about brands

or topics How Visit SocialMention.com and search for any

brand, keyword or site

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Social Mention Google Analytics & Other Free Tools

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Lunch & Learn Google Analytics & Other Free Tools

Mobilizer

What Allows you to view mobile versions of websites

straight from your desktop Why Easily test or analyze mobile website for better

development How Download Mobilizer to your desktop

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Mobilizer Google Analytics & Other Free Tools

Highlights View websites from 4 different virtual phones

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GoMo by Google

What Complete resource for mobile development

including website grader and basic mobile website builder

Why Free report with recommendations on your

mobile website How Visit HowToGoMo.com

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GoMo Google Analytics & Other Free Tools

Highlights GoMoMeter tests your mobile website across

critical factors and provides recommendations

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GoMo Google Analytics & Other Free Tools

Highlights Google has partnered with dudeMobile so you can

easily build a website

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What We Do

Services

Google Analytics & Other Free Tools

Formic Media's pay-per-click (PPC) advertising services provide small and local businesses guaranteed visibility within targeted search results, via paid "sponsored listings".

PAY PER CLICK Formic Media's search engine optimization (SEO) services help small and local businesses to generate visibility within "organic" or “natural" search engine listings.

SEARCH ENGINE OPTIMIZATION

Formic Media's SEO-friendly website design and development services provide small businesses with an affordable, functional and highly visible Web presence.

WEB DESIGN Formic Media's social media marketing (SMM) services enable small and local businesses to leverage free/ low-cost networks to gain increased brand awareness.

SOCIAL MEDIA MARKETING

We have created the appropriate processes, tools and methodologies needed to be efficient and cost effective for your team and your clients.

PARTNERSHIPS Attend Formic Media's free monthly search engine marketing seminars. Learn the latest and greatest in the search engine marketing industry.

FREE SEMINARS

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Thank you!

Contact John McPhee for more information [email protected]

503.517.9059 x122

Lunch & Learn Google Analytics & Other Free Tools