Embedding tags in the links you include in your marketing campaigns like email, social media and other promotional activities lets you identify which ones are working, and which ones need improvement.
The data you get from tagging helps you:
- invest your time and money where returns are highest, and
- stay on top of changing trends in customer reactions/behaviors.
- create more impactful messaging
- and a lot more
An example to work from
The easiest way to learn how to create and embed tags in your links is with an example:
So let’s look at how I can promote the following PPC page on my website: http://birdseyemarketing.ca/birds-eye-marketing-services/pay-per-click-ppc-ad-campaign-optimization/.
For this campaign, I want:
- The source is “social media”
- The medium is “LinkedIn”
- The campaign name is “PPC Advertising”
The campaign term and content are optional, so we’ll leave these blank.
To create your links with marketing tags:
1. Get the URL (website address) of the exact page on your website you want the link to send people to. In our example, it’s http://birdseyemarketing.ca/birds-eye-marketing-services/pay-per-click-ppc-ad-campaign-optimization/
2. Go to Google’s URL Builder; https://ga-dev-tools.appspot.com/campaign-url-builder/ and complete the URL Builder form:
Once you’ve entered the required information (Website URL, Campaign Source, Campaign Medium, and Campaign Name) in the fields, click the blue Generate URL A grey box will open containing the tagged link:
Copy and paste this tagged link into everything you do for this Linked In campaign.
(Note: “Planning your Marketing Campaign Tags” post will help guide you how to name and why it’s important)
If you plan to use other social media, like Facebook or Twitter, repeat the same process for each one, swapping out Twitter or Facebook for LinkedIn as the medium.
If you’re also planning on doing email blasts and paid advertising, repeat the process for each of them.
How to Shorten Long Tagged Links
Link shortners such as Bitley, Owley, or even Google’s (provided) shorten long links so they don’t hog all the social media characters. For example the link generated by Google’s URL builder in this example is 177 characters, which won’t even fit on a Tweet.
This was shortened to a much more manageable 19 characters: http://ow.ly/10vuwf.
I encourage you to use link shorteners, especially when you use media like Twitter where there’s a 140 character limit.
Efficiency Tip: Generate all of your long tagged links first and then get a short link for each of the URLs.