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Lunch & Learn: Google
Analytics & Free SEM Tools


Presenter: Alex Peerenboom and Anna Hutson
Date:      October 10th, 2012
Location: Formic Media, Inc.
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
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
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
Lunch & Learn   Social Advertising for Small Businesses




       Google Tools
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
Google Analytics               Google Analytics & Other Free Tools




          Highlights
           Utilize custom reports & advanced segments
           Create conversion funnels
           Factor in e-commerce & goal tracking
Custom Dashboard   Google Analytics & Other Free Tools
GA Tracking Code   Google Analytics & Other Free Tools
Profile Filters   Google Analytics & Other Free Tools
Goals & Funnels   Google Analytics & Other Free Tools
Goal Completions   Google Analytics & Other Free Tools
Conversion Paths   Google Analytics & Other Free Tools
In-page Analytics   Google Analytics & Other Free Tools
GA Alerts   Google Analytics & Other Free Tools
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
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
Traffic Estimator Tool   Google Analytics & Other Free Tools
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
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
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
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
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
Google Webmaster Tools   Google Analytics & Other Free Tools




Highlights
 Verify ownership
 Look for errors
 Export links & analyze
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
Google Alerts           Google Analytics & Other Free Tools




                Highlights
                 Utilize “quotes” for accuracy
                 Track blogs & comments
                 Leverage RSS for easy tracking
Google Alerts   Google Analytics & Other Free Tools
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
Google Trends             Google Analytics & Other Free Tools




Highlights
 Monitor hot topics/searches
 Evaluate industry terms/sites
 Consider geographic relevance
Google Trends   Google Analytics & Other Free Tools
Google Trends   Google Analytics & Other Free Tools
Lunch & Learn          Social Advertising for Small Businesses




Other Free Tools

SEO
   Keyword Research
   Site Optimization
   Link Development
Social Media
Mobile
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
Keyword Spy                          Google Analytics & Other Free Tools




       Highlights
        See estimated media spend and sample ads
        Find new keyword variations
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.
SEMrush   Google Analytics & Other Free Tools
SEMrush                                   Google Analytics & Other Free Tools




          Highlights
           View by keyword or by domain
           See top competitors in organic search
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
Bing Webmaster Tools                     Google Analytics & Other Free Tools




       Highlights
        Dashboard provides critical data on your website
Bing Webmaster Tools   Google Analytics & Other Free Tools
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
Screaming Frog                   Google Analytics & Other Free Tools




        Highlights
         Quick way to crawl and view key meta tags
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
SEOmoz   Google Analytics & Other Free Tools
SEOmoz                              Google Analytics & Other Free Tools




         Highlights
          View the link count and key factors for up to 5
           websites
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
Ahrefs   Social Advertising for Small Businesses
Ahrefs                                    Social Advertising for Small Businesses




Highlights
 View link count over time and the top sources of
  links
Ahrefs                        Social Advertising for Small Businesses




         Highlights
          View the number of referring domains and
           anchor text distribution
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
HootSuite                           Google Analytics & Other Free Tools




            Highlights
             Manage multiple accounts from 5 different social
              media sources
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.
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
HootSuite   Google Analytics & Other Free Tools
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
Social Mention   Google Analytics & Other Free Tools
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
Mobilizer                       Google Analytics & Other Free Tools




        Highlights
         View websites from 4 different virtual phones
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
GoMo                           Google Analytics & Other Free Tools




       Highlights
        GoMoMeter tests your mobile website across
         critical factors and provides recommendations
GoMo                                       Google Analytics & Other Free Tools




Highlights
 Google has partnered with dudeMobile so you can
  easily build a website
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.
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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Google Analytics and Other Free SEM Tools

  • 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
  • 8. Custom Dashboard Google Analytics & Other Free Tools
  • 9. GA Tracking Code Google Analytics & Other Free Tools
  • 10. Profile Filters Google Analytics & Other Free Tools
  • 11. Goals & Funnels Google Analytics & Other Free Tools
  • 12. Goal Completions Google Analytics & Other Free Tools
  • 13. Conversion Paths Google Analytics & Other Free Tools
  • 14. In-page Analytics Google Analytics & Other Free Tools
  • 15. GA Alerts Google Analytics & Other Free Tools
  • 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
  • 18. Traffic Estimator Tool Google Analytics & Other Free Tools
  • 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
  • 27. Google Alerts Google Analytics & Other Free Tools
  • 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
  • 30. Google Trends Google Analytics & Other Free Tools
  • 31. Google Trends Google Analytics & Other Free Tools
  • 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.
  • 36. SEMrush Google Analytics & Other Free Tools
  • 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
  • 40. Bing Webmaster Tools Google Analytics & Other Free Tools
  • 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
  • 44. SEOmoz Google Analytics & Other Free Tools
  • 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
  • 54. HootSuite Google Analytics & Other Free Tools
  • 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. Social Mention Google Analytics & Other Free Tools
  • 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