how to use event tracking to improve marketing performance

#SMX #23C2 @MilwaukeePPCHow to Use Event Tracking to Improve Marketing Performance

LET’S START USING EVENT

TRACKING FOR MORE THAN

EMAIL CLICKS

#SMX #23C2 @MilwaukeePPC

How I First Felt When Learning About Event Tracking

“We got so many email

clicks!”


Bosses and Colleagues? Not Impressed.


Hi. I’m Joe Martinez

“2016 Top 5 Rising Star in

PPC” – PPC Hero


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


Random, Fun Joe Fact: I LOVE VINYL


Before We Begin…2 Assumptions


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


2. You Already Know and Love Google Tag Manager


Use Event Tracking to Improve Conversion Rates

http://bit.ly/2lcp2MH


Was the Form Completed or Not?


Where Did Users Drop Off?


Segment by Device


Analyze Form Engagement on Mobile


Have Data to Show Clients Where Users Drop Off

→ =Conversion Rate increased 42%


Tracking Outbound Links with Simo Ahava

http://bit.ly/2kxALqb


Outbound Link Event Tracking Tag Set Up


Outbound Link Event Tracking in Analytics


Add Label As Your Secondary Dimension


Search for Those Outbound Links in Display Planner


Show Branding or Remarketing Ads to More Users

*Guitar Center is not my client. Just an example!*


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!


Event Track Embedded Video Content

http://bit.ly/2lVr1oo


Optimize Smart’s Video Event Tracking Tag


View Video Events in Analytics


Wait a Minute…


Use Someone Else’s Content to Your Advantage

This is not my client’s video, but we have it on the blog.


Use Someone Else’s Content to Your Advantage

Now we can see what types of video content users like the most on our site.


Test Out Related Content on Other Channels

*Keep in mind the targeting of the original campaign*


Use Event Tracking for Intent-Based Remarketing


Google Analytics Audiences


*GASP* Remarketing Audiences from Events!


Remember the Form Engagement Event?


Audience for Users Who Never Completed a Form


Who Do You Think Is More Likely to Convert?


Every ad group I’m using “skipped form” audiences

has at least a 22% higher

conversion rate

Reach a More Relevant Audience

Thanks LunaMetrics!


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


Mobile Click-to-Call Trigger


Mobile Click-to-Call Tag


Create One Audience for Morning Off-Hours


Create a Second Audience for Evening Off-Hours


Add Off-Hours Audiences to an Ad Group


Focus Ad Message to Bring Users Back


Why Keep Pursuing After a Call Is Made?

You know your customer service is not as good as this team.


Why Keep Pursuing After a Call Is Made?

Maybe you have a better chance closing the deal with better CRM data.


Don’t Forget About Layering!


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


Free Slides for Everyone!

granularmarketing.com/smx-west-2017

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