Better Together!

&

Objectives

• Understand what tools are available in the Google-verse.

• Show how to set them up and integrate them with Wordpress

• Give a high level overview of the tools

• Take a deeper look at a couple

• Maybe inspire you with what is possible with some of the others

• Help you set them up on your site

Recap – Phil has already talked about

• Making your site work better with Social Media

• The Yoast Plug in for Social Media

• The Yoast Plug in for SEO

• Google search is one of the services in the Google-verse

• Yoast is one of the tools you can use to ‘integrate’ with it.

• Also mentioned Google trends for Keyword research

Analytics

Search Console

(Web Master Tools)

AdWords

Search

My Business (Local)

Display Network(gmail, drive, docs,

adsense)Merchant

Center

Campaign URL BuilderTrends

The Google-verse!

Google Services

Service Use For….

Analytics Tracking and analysing site traffic, behaviour and conversions

Search Console Telling Google about our site and checking how Google sees our site (SEO)

My Business Telling Google about our local business (for localized search results)

Merchant Center Telling Google about our products (for advertising)

Adwords Placing paid Ads in the search results and display network. Also great Keyword Tool.

URL Builder Tagging links into our site for more detail in Analytics

Trends Seeing search trends over time

Data Studio Really fancy reporting (from Analytics, Adwords, Google Sheets, MySQL…)

Etc etc Google Big Data, Containers and the list goes on, and on…

Analytics

• A ton of information about how visitors use our site• Tracks page visits, events, Transactions and advanced eCommerce information• Need a Google account and an Analytics account• Need to add tracking code to our site. • Recommend Monster Insights (formerly a Yoast plug in) although there are

many others.• UNLESS you have Woocommerce – use the WooCommerce enhanced analytics

plug in (product views, add to carts, checkout steps and more)• AND make sure you turn on eCommerce/enhanced eCommerce in GA

Analytics – what it does…

• Lets look at the setup – plugin and account

LANDING

PAG

E VIEW

PAG

E VIEW

PAG

E VIEW

PAG

E VIEW

ANALYTICS

EXIT

IP AddressReferral URLDemographicsBrowserDeviceOS

EVEN

T (CLIC

K)

EVEN

T (AD

D)

EVEN

T (CA

RT)

Product ImpressionsList Name

Product nameList Name

Analytics – Key Features• Time Range (short vs long term)• Metrics• Real Time• Audience (who is visiting)• Acquisition (how are they getting there)• Behaviour (what are they doing)• Conversions (what’s in it for me)• Goals (defines conversations and value)• Shopping Bahvious• Dashboards (Quick custom overview)• Channel Groups (what goes where)• Segments (compare different behaviours & more)• Experiments (compare two versions of the same page)• Let’s look at some examples

Campaign URL Builderhttps://ga-dev-tools.appspot.com/campaign-url-builder/

• Allows us to add tags to a link• Source – where the link comes from• Medium – email, banner, blog post• Name – overall campaign (Christmas 2016)• And More!• This is then reflected in Analytics• Let’s look at an example

www.thecoachingtoolscompany.com/coaching-tools-catalogue/

www.thecoachingtoolscompany.com/coaching-tools-catalogue/?utm_source=2016-11-13-Newsletter&utm_medium=Email-Newsletter&utm_content=Newsletter%20Menu&utm_campaign=Newsletters

Search Console• Allows us to see how Google sees us (pages, keywords, links, markup, search queries)• Allows us to tell Google about us (influence indexing/SEO)• Submit a sitemap (Yoast!) and your blog feed.• Can be connected to Analytics• Can be connected to Yoast• Treat any URL variation as a different site (www. https etc)• Add all of them• Track the right one!• Let’s take a look.

My Business• Google localizes search results (try searching for bakery or restaurant…)• My Business allows you to tell Google about your local business• Worth it if you are interested in local or tourist business• Might be worth it anyway….

Merchant Center

• Allows you to tell Google about your products• Enables product ads• Enable remarketing• Product feed can by automated from Woocommerce (with a plugin)• I don’t know much about this – ask me again in 6 months…!

AdwordsAllows us to place ads in search results … (beating out the SEO competition)

… and in the display network (any site that serves ads using adsense)

Adwords – search ads• Specify keywords• Write ads• Set targeting (countries, regions, lanuages)• Set a budget• Run the campaign• Monitor results• Can be linked with Analytics for improved stats and ROI information• Run experiments (multiple versions of an ad)• Needs a significant investment to set up a working campaign ($1000+)• Can be used for Keyword research – use adwords to find keywords that work, then improve SEO around those

keywords• Lets take a look

• Warning – can easily become a direct connection from your bank account to Google!

• Needs some knowledge to minimise costs and maximise returns (keyword match type, negative keywords, quality score)

• Look at per session value in Analytics – that’s the most you should pay for a click (with assumptions)!

Keyword Tool

• See search volumes, competition, other ideas

• Keyword multiplier!

• Lets take a look

Remarketing/Retargeting

• Yes those creepy ads that follow you round the internet

• This is where Analytics, Merchant Center and Adwords come together

• Code on your site can create a cookie when someone views a product but doesn’t check out

• Analytics can create segments that can be imported to Adwords (eg Cart Abandonment)

• Either of these can drive an Adwords campaign JUST to those people

• E.g. remind them of the product or incentivise them to checkout

• Normally used for display ads

• BUT can also be applied to search ads. Enables you to target a broader search term ONLY for people who have visited your site in the last 7 days. (E.g. target Jewelry but only show ads to previous site visitors.)

• I haven’t done this yet, but I will next year – lets take a quick look!

Let’s Get Hands On…

Service Use For….

Analytics Tracking and analysing site traffic, behaviour and conversions

Search Console Telling Google about our site and checking how Google sees our site (SEO)

My Business Telling Google about our local business (for localized search results)

Merchant Center Telling Google about our products (for advertising)

Adwords Placing paid Ads in the search results and display network. Also great Keyword Tool.

URL Builder Tagging links into our site for more detail in Analytics

Trends Seeing search trends over time