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How to Use Event Tracking to Improve Marketing Performance

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My slides from SMX West 2017. Originally presented live on 3/22/17 at the San Jose McEnery Convention Center in San Jose, CA.

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How to Use Event Tracking to Improve Marketing Performance

  1. 1. #SMX #23C2 @MilwaukeePPC How to Use Event Tracking to Improve Marketing Performance LET’S START USING EVENT TRACKING FOR MORE THAN EMAIL CLICKS
  2. 2. #SMX #23C2 @MilwaukeePPC How I First Felt When Learning About Event Tracking “We got so many email clicks!”
  3. 3. #SMX #23C2 @MilwaukeePPC Bosses and Colleagues? Not Impressed.
  4. 4. #SMX #23C2 @MilwaukeePPC Hi. I’m Joe Martinez “2016 Top 5 Rising Star in PPC” – PPC Hero
  5. 5. #SMX #23C2 @MilwaukeePPC Sorry Alice Cooper, Milwaukee Doesn’t Mean, “The Good Land”
  6. 6. #SMX #23C2 @MilwaukeePPC
  7. 7. #SMX #23C2 @MilwaukeePPC Random, Fun Joe Fact: I LOVE VINYL
  8. 8. #SMX #23C2 @MilwaukeePPC Before We Begin…2 Assumptions
  9. 9. #SMX #23C2 @MilwaukeePPC 1. Just Like Me, You’re Not a Developer
  10. 10. #SMX #23C2 @MilwaukeePPC 2. You Already Know and Love Google Tag Manager
  11. 11. #SMX #23C2 @MilwaukeePPC Use Event Tracking to Improve Conversion Rates http://bit.ly/2lcp2MH
  12. 12. #SMX #23C2 @MilwaukeePPC Was the Form Completed or Not?
  13. 13. #SMX #23C2 @MilwaukeePPC Where Did Users Drop Off?
  14. 14. #SMX #23C2 @MilwaukeePPC Segment by Device
  15. 15. #SMX #23C2 @MilwaukeePPC Analyze Form Engagement on Mobile
  16. 16. #SMX #23C2 @MilwaukeePPC Have Data to Show Clients Where Users Drop Off → = Conversion Rate increased 42%
  17. 17. #SMX #23C2 @MilwaukeePPC Tracking Outbound Links with Simo Ahava http://bit.ly/2kxALqb
  18. 18. #SMX #23C2 @MilwaukeePPC Outbound Link Event Tracking Tag Set Up
  19. 19. #SMX #23C2 @MilwaukeePPC Outbound Link Event Tracking in Analytics
  20. 20. #SMX #23C2 @MilwaukeePPC Add Label As Your Secondary Dimension
  21. 21. #SMX #23C2 @MilwaukeePPC Search for Those Outbound Links in Display Planner
  22. 22. #SMX #23C2 @MilwaukeePPC Show Branding or Remarketing Ads to More Users *Guitar Center is not my client. Just an example!*
  23. 23. #SMX #23C2 @MilwaukeePPC 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!
  24. 24. #SMX #23C2 @MilwaukeePPC Event Track Embedded Video Content http://bit.ly/2lVr1oo
  25. 25. #SMX #23C2 @MilwaukeePPC Optimize Smart’s Video Event Tracking Tag
  26. 26. #SMX #23C2 @MilwaukeePPC View Video Events in Analytics
  27. 27. #SMX #23C2 @MilwaukeePPC Wait a Minute…
  28. 28. #SMX #23C2 @MilwaukeePPC Use Someone Else’s Content to Your Advantage This is not my client’s video, but we have it on the blog.
  29. 29. #SMX #23C2 @MilwaukeePPC Use Someone Else’s Content to Your Advantage Now we can see what types of video content users like the most on our site.
  30. 30. #SMX #23C2 @MilwaukeePPC Test Out Related Content on Other Channels *Keep in mind the targeting of the original campaign*
  31. 31. #SMX #23C2 @MilwaukeePPC Use Event Tracking for Intent-Based Remarketing
  32. 32. #SMX #23C2 @MilwaukeePPC Google Analytics Audiences
  33. 33. #SMX #23C2 @MilwaukeePPC *GASP* Remarketing Audiences from Events!
  34. 34. #SMX #23C2 @MilwaukeePPC Remember the Form Engagement Event?
  35. 35. #SMX #23C2 @MilwaukeePPC Audience for Users Who Never Completed a Form
  36. 36. #SMX #23C2 @MilwaukeePPC Who Do You Think Is More Likely to Convert?
  37. 37. #SMX #23C2 @MilwaukeePPC Every ad group I’m using “skipped form” audiences has at least a 22% higher conversion rate Reach a More Relevant Audience Thanks LunaMetrics!
  38. 38. #SMX #23C2 @MilwaukeePPC On-Page Events – Mobile Click-to-Call Example
  39. 39. #SMX #23C2 @MilwaukeePPC Mobile Click-to-Call Trigger
  40. 40. #SMX #23C2 @MilwaukeePPC Mobile Click-to-Call Tag
  41. 41. #SMX #23C2 @MilwaukeePPC Create One Audience for Morning Off-Hours
  42. 42. #SMX #23C2 @MilwaukeePPC Create a Second Audience for Evening Off-Hours
  43. 43. #SMX #23C2 @MilwaukeePPC Add Off-Hours Audiences to an Ad Group
  44. 44. #SMX #23C2 @MilwaukeePPC Focus Ad Message to Bring Users Back
  45. 45. #SMX #23C2 @MilwaukeePPC Why Keep Pursuing After a Call Is Made? You know your customer service is not as good as this team.
  46. 46. #SMX #23C2 @MilwaukeePPC Why Keep Pursuing After a Call Is Made? Maybe you have a better chance closing the deal with better CRM data.
  47. 47. #SMX #23C2 @MilwaukeePPC Don’t Forget About Layering!
  48. 48. #SMX #23C2 @MilwaukeePPC Try to Connect with the Individual Even If the Audience is Big
  49. 49. #SMX #23C2 @MilwaukeePPC Free Slides for Everyone! granularmarketing.com/smx-west-2017
  50. 50. #SMX #23C2 @MilwaukeePPC LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! ENJOY THE REST OF #SMX

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