Google Analytics and Other Free SEM Tools

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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.

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Google Analytics and Other Free SEM Tools

  1. 1. Lunch & Learn: GoogleAnalytics & Free SEM ToolsPresenter: Alex Peerenboom and Anna HutsonDate: October 10th, 2012Location: Formic Media, Inc.
  2. 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. 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. 4. Lunch & Learn Google Analytics & Other Free ToolsWhy 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. 5. Lunch & Learn Social Advertising for Small Businesses Google Tools
  6. 6. Lunch & Learn Google Analytics & Other Free ToolsGoogle AnalyticsWhat Measure website visitor behavior and performanceWhy Understand efficacy of marketing & user experience Integrates with AdWords, AdSense & Webmaster ToolsHow Set up account, drop code onto pages & learn Conversion funnels used to require “thank you” page
  7. 7. Google Analytics Google Analytics & Other Free Tools Highlights  Utilize custom reports & advanced segments  Create conversion funnels  Factor in e-commerce & goal tracking
  8. 8. Custom Dashboard Google Analytics & Other Free Tools
  9. 9. GA Tracking Code Google Analytics & Other Free Tools
  10. 10. Profile Filters Google Analytics & Other Free Tools
  11. 11. Goals & Funnels Google Analytics & Other Free Tools
  12. 12. Goal Completions Google Analytics & Other Free Tools
  13. 13. Conversion Paths Google Analytics & Other Free Tools
  14. 14. In-page Analytics Google Analytics & Other Free Tools
  15. 15. GA Alerts Google Analytics & Other Free Tools
  16. 16. Lunch & Learn Google Analytics & Other Free ToolsGoogle Keyword ToolWhat Research keyword opportunities for website, PPC campaign optimizationWhy Understand what keywords audience is searching for Integrates with AdWords, Traffic EstimatorHow Sign-in to a Google account for more robust options Type in keyword variations, provide regional, device targeting
  17. 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
  18. 18. Traffic Estimator Tool Google Analytics & Other Free Tools
  19. 19. Lunch & Learn Google Analytics & Other Free ToolsGoogle Ad Preview ToolWhat See how your ads appear in search resultsWhy You won’t accrue impressions/click data on ads Can diagnose visibility issues Integrates with AdWordsHow Sign-in to AdWords account for diagnostics Type in keyword variations, provide regional, device targeting
  20. 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. 21. Lunch & Learn Google Analytics & Other Free ToolsGoogle AdWords EditorWhat Offline editor for creating/updating AdWords campaignsWhy 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. 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. 23. Lunch & Learn Google Analytics & Other Free ToolsGoogle Webmaster ToolsWhat Resource for website owners & administratorsWhy Gain insights into site performance and visibility Identify crawl errors, top keywords, # of inbound links, load time and moreHow Verify account and monitor performance
  24. 24. Google Webmaster Tools Google Analytics & Other Free ToolsHighlights Verify ownership Look for errors Export links & analyze
  25. 25. Lunch & Learn Google Analytics & Other Free ToolsGoogle AlertsWhat Automated topical updates via email or RSS feedsWhy Monitor search results for specific keywords/phrases Stay on opt of opportunities & challengesHow Setup a variety of alerts by brand, product, etc. Don’t forget to track key executives & competitors
  26. 26. Google Alerts Google Analytics & Other Free Tools Highlights  Utilize “quotes” for accuracy  Track blogs & comments  Leverage RSS for easy tracking
  27. 27. Google Alerts Google Analytics & Other Free Tools
  28. 28. Lunch & Learn Google Analytics & Other Free ToolsGoogle TrendsWhat Keyword trending database Recently merged with Google Insights for SearchWhy Identify past & emerging trends for marketingHow Integrate into keyword research and social monitoring
  29. 29. Google Trends Google Analytics & Other Free ToolsHighlights Monitor hot topics/searches Evaluate industry terms/sites Consider geographic relevance
  30. 30. Google Trends Google Analytics & Other Free Tools
  31. 31. Google Trends Google Analytics & Other Free Tools
  32. 32. Lunch & Learn Social Advertising for Small BusinessesOther Free ToolsSEO Keyword Research Site Optimization Link DevelopmentSocial MediaMobile
  33. 33. Lunch & Learn Social Advertising for Small BusinessesKeyword SpyWhat Keyword data on organic and paid searchWhy Get estimated analysis on what keywords competitors are optimizing for or bidding onHow Visit keywordspy.com
  34. 34. Keyword Spy Google Analytics & Other Free Tools Highlights  See estimated media spend and sample ads  Find new keyword variations
  35. 35. Lunch & Learn Social Advertising for Small BusinessesSEMrushWhat Keyword data on organic and paid searchWhy Get estimated analysis on what keywords competitors are optimizing for or bidding onHow Visit semrush.com.
  36. 36. SEMrush Google Analytics & Other Free Tools
  37. 37. SEMrush Google Analytics & Other Free Tools Highlights  View by keyword or by domain  See top competitors in organic search
  38. 38. Lunch & Learn Social Advertising for Small BusinessesBing Webmaster ToolsWhat Resource for website owners & administratorsWhy 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 moreHow Create an account and verify your website
  39. 39. Bing Webmaster Tools Google Analytics & Other Free Tools Highlights  Dashboard provides critical data on your website
  40. 40. Bing Webmaster Tools Google Analytics & Other Free Tools
  41. 41. Lunch & Learn Social Advertising for Small BusinessesScreaming FrogWhat Tool allows you to crawl the pages on site and view key dataWhy Easily scan critical SEO tags on your site or competitor’s sitesHow Download Screaming Frog to your desktop. Input any URL to start scan
  42. 42. Screaming Frog Google Analytics & Other Free Tools Highlights  Quick way to crawl and view key meta tags
  43. 43. Lunch & Learn Social Advertising for Small BusinessesSEOmozWhat Complete suite of SEO tools, with Open Site Explorer providing basic link dataWhy View basic information regarding links for your site and competitorsHow Visit SEOmoz.org
  44. 44. SEOmoz Google Analytics & Other Free Tools
  45. 45. SEOmoz Google Analytics & Other Free Tools Highlights  View the link count and key factors for up to 5 websites
  46. 46. Lunch & Learn Social Advertising for Small BusinessesAhrefsWhat Link diagnosis tool for domainsWhy View critical link data for your website and competitors to better understand a link profileHow Visit Ahrefs.com and input any URL
  47. 47. Ahrefs Social Advertising for Small Businesses
  48. 48. Ahrefs Social Advertising for Small BusinessesHighlights View link count over time and the top sources of links
  49. 49. Ahrefs Social Advertising for Small Businesses Highlights  View the number of referring domains and anchor text distribution
  50. 50. Lunch & Learn Social Advertising for Small BusinessesHootSuiteWhat Dashboard that allows users to control social media profiles from central locationWhy Efficiently manage multiple profilesHow Create an account and utilize the web interface, browser apps or mobile apps
  51. 51. HootSuite Google Analytics & Other Free Tools Highlights  Manage multiple accounts from 5 different social media sources
  52. 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. 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
  54. 54. HootSuite Google Analytics & Other Free Tools
  55. 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
  56. 56. Social Mention Google Analytics & Other Free Tools
  57. 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. 58. Mobilizer Google Analytics & Other Free Tools Highlights  View websites from 4 different virtual phones
  59. 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. 60. GoMo Google Analytics & Other Free Tools Highlights  GoMoMeter tests your mobile website across critical factors and provides recommendations
  61. 61. GoMo Google Analytics & Other Free ToolsHighlights Google has partnered with dudeMobile so you can easily build a website
  62. 62. What We Do Google Analytics & Other Free ToolsServicesSEARCH ENGINE OPTIMIZATION PAY PER CLICKFormic Medias search engine optimization (SEO) Formic Medias pay-per-click (PPC) advertisingservices help small and local businesses to services provide small and local businessesgenerate visibility within "organic" or “natural" guaranteed visibility within targeted searchsearch engine listings. results, via paid "sponsored listings".SOCIAL MEDIA MARKETING WEB DESIGNFormic Medias social media marketing (SMM) Formic Medias SEO-friendly website design andservices enable small and local businesses to development services provide small businessesleverage free/ low-cost networks to gain with an affordable, functional and highly visibleincreased brand awareness. Web presence.FREE SEMINARS PARTNERSHIPSAttend Formic Medias free monthly search We have created the appropriate processes, toolsengine marketing seminars. Learn the latest and and methodologies needed to be efficient and costgreatest in the search engine marketing industry. effective for your team and your clients.
  63. 63. Lunch & Learn Google Analytics & Other Free Tools Thank you!Contact John McPhee for more information johnm@formicmedia.com 503.517.9059 x122

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