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.
1. Lunch & Learn: Google
Analytics & Free SEM Tools
Presenter: Alex Peerenboom and Anna Hutson
Date: October 10th, 2012
Location: Formic Media, Inc.
2. Formic Team Social Advertising for Small Businesses
• 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
3. 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
4. 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
5. Lunch & Learn Social Advertising for Small Businesses
Google Tools
6. Lunch & Learn Google Analytics & Other Free Tools
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
7. Google Analytics Google Analytics & Other Free Tools
Highlights
Utilize custom reports & advanced segments
Create conversion funnels
Factor in e-commerce & goal tracking
16. 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
17. 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
19. 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
20. 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
21. Lunch & Learn Google Analytics & Other Free Tools
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
22. Google Editor Google Analytics & Other Free Tools
Highlights
Download your AdWords account & work offline
Make bulk changes to campaigns/ad text/keywords
Share changes with other users
23. 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
24. Google Webmaster Tools Google Analytics & Other Free Tools
Highlights
Verify ownership
Look for errors
Export links & analyze
25. 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
26. Google Alerts Google Analytics & Other Free Tools
Highlights
Utilize “quotes” for accuracy
Track blogs & comments
Leverage RSS for easy tracking
28. Lunch & Learn Google Analytics & Other Free Tools
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
29. Google Trends Google Analytics & Other Free Tools
Highlights
Monitor hot topics/searches
Evaluate industry terms/sites
Consider geographic relevance
32. Lunch & Learn Social Advertising for Small Businesses
Other Free Tools
SEO
Keyword Research
Site Optimization
Link Development
Social Media
Mobile
33. Lunch & Learn Social Advertising for Small Businesses
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
34. Keyword Spy Google Analytics & Other Free Tools
Highlights
See estimated media spend and sample ads
Find new keyword variations
35. Lunch & Learn Social Advertising for Small Businesses
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.
37. SEMrush Google Analytics & Other Free Tools
Highlights
View by keyword or by domain
See top competitors in organic search
38. 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
39. Bing Webmaster Tools Google Analytics & Other Free Tools
Highlights
Dashboard provides critical data on your website
41. 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
42. Screaming Frog Google Analytics & Other Free Tools
Highlights
Quick way to crawl and view key meta tags
43. Lunch & Learn Social Advertising for Small Businesses
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
45. SEOmoz Google Analytics & Other Free Tools
Highlights
View the link count and key factors for up to 5
websites
46. 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
47. Ahrefs Social Advertising for Small Businesses
48. Ahrefs Social Advertising for Small Businesses
Highlights
View link count over time and the top sources of
links
49. Ahrefs Social Advertising for Small Businesses
Highlights
View the number of referring domains and
anchor text distribution
50. 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
51. HootSuite Google Analytics & Other Free Tools
Highlights
Manage multiple accounts from 5 different social
media sources
52. 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.
53. Lunch & Learn Google Analytics & Other Free Tools
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
55. Lunch & Learn Google Analytics & Other Free Tools
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
57. 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
58. Mobilizer Google Analytics & Other Free Tools
Highlights
View websites from 4 different virtual phones
59. Lunch & Learn Google Analytics & Other Free Tools
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
60. GoMo Google Analytics & Other Free Tools
Highlights
GoMoMeter tests your mobile website across
critical factors and provides recommendations
61. GoMo Google Analytics & Other Free Tools
Highlights
Google has partnered with dudeMobile so you can
easily build a website
62. What We Do Google Analytics & Other Free Tools
Services
SEARCH ENGINE OPTIMIZATION PAY PER CLICK
Formic Media's search engine optimization (SEO) Formic Media's pay-per-click (PPC) advertising
services help small and local businesses to services provide small and local businesses
generate visibility within "organic" or “natural" guaranteed visibility within targeted search
search engine listings. results, via paid "sponsored listings".
SOCIAL MEDIA MARKETING WEB DESIGN
Formic Media's social media marketing (SMM) Formic Media's SEO-friendly website design and
services enable small and local businesses to development services provide small businesses
leverage free/ low-cost networks to gain with an affordable, functional and highly visible
increased brand awareness. Web presence.
FREE SEMINARS PARTNERSHIPS
Attend Formic Media's free monthly search We have created the appropriate processes, tools
engine marketing seminars. Learn the latest and and methodologies needed to be efficient and cost
greatest in the search engine marketing industry. effective for your team and your clients.
63. Lunch & Learn Google Analytics & Other Free Tools
Thank you!
Contact John McPhee for more information
johnm@formicmedia.com
503.517.9059 x122