You’ve probably thought about using Google Analytics and probably have some motivation to use it, somehow. This post offers some advice on how to use Google’s many Web analytics tools for planning and managing online marketing campaigns.
Anyone who wants to be found online needs to know what keywords and key phrases to use. Some of this is common sense, but not enough for someone to get by on nothing but common sense. You are a landscape design firm in Nashville, so ‘landscape design’ and ‘Nashville’ need to be used liberally. That’s the common sense part.
Not only do you need to figure out what keywords and key phrases to target on your Web pages and in your ads, you need to figure out how well your content and ads work. This is the second task where Google Analytics is a vital asset.
Create a free Google Analytics account, learn the basics and you’ll have a much easier time reaching people online for a reasonable amount of money. A recent article on Search Engine Land describes some reports that you should probably learn to use:
1. The traffic acquisition report – Do you know how often people actually click your ads? This report tells you. Access it by going to Acquisition –> Overview. You can dig a bit deeper and find out what pages those visitors arrive on and how many came from what sources.
2. Content efficiency report – You have lots of content and keeping track of what is working best to engage your audience is getting complicated. This report helps.
3. New versus returning visitors – Getting new visitors is almost as good as getting previous visitors to come back once or more. This report tells you how you are doing on both counts. To run the report, go to Audience –> Behavior –> New versus returning.
Now you know a little more about finding and using the right keywords to get your site notices. If you could use some help with digital marketing, contact us to see how we can help you reach your marketing goals.