12 Sep

How to get free advertising on Google (My Business)

That’s right. Advertise your business on Google — for FREE!

It’s called Google My Business, and it works because it puts your business on the map. The Google Map, that is.

Google My Business allows you to manage your business presence across Google, especially on Search and Maps. Here are some of the things it can do for you:

Get on the map — and get noticed

Ever notice how sometimes, when you search on Google for a business or service, a small Google map will show up in the search results, with a sidebar listing the businesses in the area shown?

A typical listing beside the map will show the business’:

  • Name;
  • Address;
  • Phone number (clickable from a mobile device);
  • Hours of operation;
  • Reviews;
  • Photos; and
  • Link to your website.
Bird's Eye Marketing Google My Business Listing

This information is vital for businesses, especially those with a brick-and-mortar presence, because if your potential customer is in the area, having your business already on the map makes it even easier for them to visit you.

This is the power of Google My Business, and making it work for you is easy.

Categories help your customers find you

These days, instead of reaching for the Yellow Pages, more people ‘reach for Google’ to find what they need. Google My Business lets you list your business by category (retailer, plumber, consulting, etc.).  This makes you easier to find and tells Google more about your business.

Getting started with Google My Business

To register your business, Google will need to know:

  • Your free Google Account login (Don’t have one? Create yours here. This is how Google will communicate with you);
  • Your business address — no PO boxes here. Google wants physical locations (Have a home-based or private address? There is an option in the setup to hide your physical location on the map);
  • Phone number (preferably a local number); and
  • If you deliver products or services and if you serve people at your business location.
Google My Business Logo

Ready? Go to the Google My Business Signup page and follow the instructions.

Verify Your Business

Google insists you verify your business address and information. After you have completed the signup process, they will mail you a card with a code on it. Once you enter that code, your business is considered verified and you are part of the Google My Business listings!

Keeping your Google My Business up to date

It’s always good to add items to your account, especially photos that show your business and what you do.

Respond to Reviews

Your customers can give your business a review, for better or worse, that are public. If or when you get a bad review, it is important to respond appropriately and not ignore it. How you respond — and how quickly — matters.

Google My Business will work for you by, quite literally, putting you on the map. And all it will cost is a few minutes of your time. So what are you waiting for?

21 Sep

Marketing Results Through Tagging: How to Get the Specifics

Marketing Campaign Tag has a Source, Medium, and Campaign.
You work hard at your marketing programs email and advertising campaigns and social media engagement. Your investment and hard work make marketing results important to you.

Wouldn’t it be great to know how well those activities are contributing to the specific goals you’ve set; things like:

  • Sales revenue
  • Leads generated
  • Number of new email subscribers

Zero in on What Gets the Best Marketing Results

Data that links marketing activities to outcomes or goals, can help you make better decisions about where and how to invest your precious marketing time and money. It helps you see what’s sparking your customers’ interests, so you can give them more of what they want.

Applications Don’t Show You Complete Marketing Results

If you’re like most, you’ll turn to your email software, social media analytics and even web tracking software like Google Analytics for marketing performance data. But these applications don’t tell you which activities drove which outcomes.

Unless, of course, you’ve properly tagged the links back to your website.

Without this tagging, it’s almost impossible to get the results and trending information you need to guide your marketing efforts, decision or purchases.

What’s a Link Tag?

A link tag is just a set of instructions that tell Google Analytics or other applications how you want click data stored.

When you send email blasts, publish social media posts, or advertise, you usually include a link back to your website. Embedding a tag in those links organizes the click data in Google Analytics so you can accurately assess the performance of your marketing programs.

The Rules for Link Tags

For Google Analytics to organize you link click data, the tag you embed in the link must contain three elements:

  1. Medium: where you promoted the event (email, social media, affiliate websites, etc.)
  2. Source: more specific information about the medium (the email list name, which social media application (e.g., Facebook, Twitter, etc.), name of the affiliate website
  3. Campaign: The specific product, service or event being promoted.

An Example Game of Link Tag

Let’s look at an example how you might use the medium, source, and campaign details:

Suppose you’re preparing for a charity golf tournament fundraiser.

To promote the event, you plan to use email blasts, social media posts (Facebook and Twitter), and perhaps a banner ad on a partner or sponsor’s website.

Each of these promotional items will take people to a page on your website where they can get specific event information such as the date, costs, and reservation forms.

You’ll want to know how many people completed the reservation form after viewing your email, social media posts, and advertising so you can optimize current and future marketing programs.

The table below shows examples how the medium, source and campaign might look for the golf tournament example:

Type of Marketing Source Medium Campaign
Email marketing / list Email List Name Golf Tournament
Twitter Social t.co (Twitter) Golf Tournament
Facebook Social Facebook Golf Tournament
Press release Affiliate Press Release Golf Tournament
Banner / ad on another website Affiliate Website where ad was placed Golf Tournament

Each medium, source and campaign will now appear in your Google Analytics so you can compare performance on many different levels and have data to improve future marketing.

 

Example of Marketing Campaign Tracking in Google AnalyticsThis structure will ensure that Google Analytics captures data in a way that lets you analyze and compare results with past golf tournaments and even other events. For example:

  • Email performance against other campaigns
  • Social media performance against other campaigns
  • Individual social media performance against others
  • Paid advertising performance against others and against email, social media, etc.
  • Changes in customer behavior

After a few months of tagging, you’ll have a valuable bank of data to guide you in making objective, data-driven decisions about future campaigns, emails, social media feeds and more.

How to Embed Your Own Tags

For a step by step video demonstration and written instructions on how to embed tags into your links, go to my website Birdseyemarketing.ca.

30 Aug

How To Import Your Google Analytics Goals into AdWords

Before you can import goals from Analytics to AdWords, you have to first link your AdWords and Google Analytics accounts. This is sometimes referred to as auto-tagging because the link automatically tags AdWords. You can create the link from either your Google Analytics or Google AdWords account.

How to Link Your Google Analytics and Google AdWords Accounts

Linking from AdWords

  1. In the top right corner of your AdWords menu bar, click the circle that looks like a gear.

From the drop down menu that appears, click Linked accounts.

Drop down menu from the Google AdWords gear icon

 

  1. From the displayed list of Google products you can link to, click Google Analytics.
  2. If your AdWords account is already linked to your Google Analytics account, and auto-tagging is already enabled, your screen will look something like this:

Google AdWords Auto Tagging Enabled

  1. If your accounts aren’t yet linked, you screen will look something like this:Successful auto tagging
  2. To link your Google AdWords and Analytics accounts, click the Enable for this account button. You’ll see this message:Auto Tagging Off

Google’s Instructions

Here are the instructions Google provides: https://support.google.com/AdWords/answer/3095550?hl=en&authuser=0

Linking from Google Analytics

  1. From your Google Analytics account click Admin in the top navigation menu. Three columns will open.
  2. In the middle column you’ll see Product Linking options. Click the Google AdWords option, and then follow the instructions.

Importing Goals from Google Analytics to Google AdWords

  1. Log into your Google AdWords Account.
  2. On the top navigation menu select Tools.
  3. From the dropdown menu that appears, click Conversions. The Conversion actions screen will open.
  4. On the Conversion action screen, in the far left panel, click Google Analytics.
  5. A screen opens that lists all of your Google Analytics goals. Check the boxes of the goals you want to import. Just pick the most important ones; limit yourself to one or two goals.
  6. Click the Import button at the bottom of the screen.

GA Goals for import