From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: How To Use Event Tracking To Improve Marketing Performance. PRESENTATION: Let's Start Using Event Tracking For More Than Email Clicks - Given by Joe Martinez, @MilwaukeePPC - Granular, Senior Manager, Paid Media & Community. #SMX #22C2

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How to Use Event Tracking to Improve Marketing Performance
LET’S START USING
EVENT TRACKING
FOR MORE THAN
EMAIL CLICKS

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How to Use Event Tracking to Improve Marketing Performance
LET’S START USING
EVENT TRACKING
FOR MORE THAN
EMAIL CLICKS

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How I First Felt When Learning About Event Tracking
“We got so many
email clicks!”

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Bosses and Colleagues? Not Impressed.

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Hi. I’m Joe Martinez
“2016 Top 5 Rising
Star in PPC”
– PPC Hero

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Sorry Alice Cooper, Milwaukee Doesn’t Mean, “The Good Land”

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Random, Fun Joe Fact: I LOVE VINYL

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Before We Begin…2 Assumptions

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1. Just Like Me, You’re Not a Developer

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2. You Already Know and Love Google Tag Manager

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Use Event Tracking to Improve Conversion Rates
http://bit.ly/2lcp2MH

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Was the Form Completed or Not?

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Where Did Users Drop Off?

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Segment by Device

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Analyze Form Engagement on Mobile

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Have Data to Show Clients Where Users Drop Off
→ =
Conversion
Rate
increased
42%

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Tracking Outbound Links with Simo Ahava
http://bit.ly/2kxALqb

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Outbound Link Event Tracking Tag Set Up

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Outbound Link Event Tracking in Analytics

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Add Label As Your Secondary Dimension

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Search for Those Outbound Links in Display Planner

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Show Branding or Remarketing Ads to More Users
*Guitar Center is not my client. Just an example!*

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Every ad group I have running
Display Ads from Outbound Link
Audiences has at least a
34% higher CTR
Reach a More Relevant Audience
Thanks Simo!

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Event Track Embedded Video Content
http://bit.ly/2lVr1oo

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Optimize Smart’s Video Event Tracking Tag

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View Video Events in Analytics

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Wait a Minute…

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Use Someone Else’s Content to Your Advantage
This is not my client’s
video, but we have
it on the blog.

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Use Someone Else’s Content to Your Advantage
Now we can
see what
types of
video
content users
like the most
on our site.

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Test Out Related Content on Other Channels
*Keep in mind the targeting of the original campaign*

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Use Event Tracking for Intent-Based Remarketing

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Google Analytics Audiences

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*GASP* Remarketing Audiences from Events!

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Remember the Form Engagement Event?

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Audience for Users Who Never Completed a Form

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Who Do You Think Is More Likely to Convert?

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Every ad group I’m using “skipped
form” audiences has at least a
22% higher
conversion rate
Reach a More Relevant Audience
Thanks LunaMetrics!

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On-Page Events – Mobile Click-to-Call Example

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Mobile Click-to-Call Trigger

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Mobile Click-to-Call Tag

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Create One Audience for Morning Off-Hours

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Create a Second Audience for Evening Off-Hours

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Add Off-Hours Audiences to an Ad Group

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Focus Ad Message to Bring Users Back

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Why Keep Pursuing After a Call Is Made?
You know
your
customer
service is not
as good as
this team.

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Why Keep Pursuing After a Call Is Made?
Maybe you
have a
better
chance
closing the
deal with
better CRM
data.

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Don’t Forget About Layering!

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Try to Connect with the Individual Even If the Audience is Big

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Free Slides for Everyone!
granularmarketing.com/smx-west-2017

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LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
ENJOY THE REST OF #SMX