Web Analytics

5 Reasons to Upgrade to Google Universal Analytics Now

Google launched its latest analytics update, Universal Analytics in 2012. Typical of Google, the platform was launched in beta and there was no pressure to upgrade from the familiar asynchronous version in use since 2009.googles-new-universal-analytics

In recent months, Google has been ramping up the upgrade pressure. Last October it launched a dedicated upgrade center with information and tools to make the process less overwhelming and more understandable.

Finally, in April, Google removed the beta designation from Universal Analytics declaring it ready for prime time. Yes, change is hard. Users can wait and allow Google to automatically port them to the new platform in August, or take the bull by the horns and upgrade on their own free will.

Here are five reasons you should do it now and not wait.

1. Remarketing is now enabled

This was a favorite excuse for many procrastinators. But with its release from beta, Universal Analytics fully supports all existing Analytics services including remarketing and audience demographics.

2. User IDs: Tracking individual users across all screens

In a multi-device world, this is huge. Imagine one of your customers shopping at a competitor’s store then price checking against your website. Your price is better and she decides to hold off on making the purchase. On her way home she calls her husband to check the colors on their tablet and finally she gets home and orders the item, in just the right color, from her desktop computer.
In the old analytics, Each of those visits would be seen as unique and reported as such. Now, if you track individual users on your site you can share this information with Analytics and see not three individual transactions, but a single customer interaction.

3. Capturing online and offline behavior

Universal Analytics ability to accept external data allows businesses to track offline conversions as well as online. In the example above, if the shopper called to order the product by phone, the existing web traffic could be associated with the offline conversion.

There are limits to data sharing, so please review the policy guidelines.

4. Advanced SegmentationDemographic_Segmentation2

Universal Analytics expands the variables that can be cooked into custom segments, allowing your data to be more user oriented and less visitor oriented. This is another valuable tool for teasing out specific user behavior and improving optimization.

5. Custom Dimensions

In the old Analytics, you were limited to tabulating the dimensions provided by Google. Now you are able to use whatever data you share with Analytics directly in the reporting interface.

Don’t hesitate, change is good!

Making Paid Search Marketing Pay Off Part 2 – Setting Goals

In part one of this blog series “Making Paid Search Marketing Pay Off”, I discussed the power of targeting and how Google AdWords can be used as a lead generation tool. In part two, I’m going to take you through the key items to consider when developing your Paid Search Marketing Strategy including setting goals and optimizing the campaign.

Setting goals, as in every aspect of marketing, is critical to creating a successful Google AdWords campaign. Some typical goals used for a Google campaign include:

•You want your ad to increase traffic to your website (Better Offers)
•You want more leads (Better Landing Page)
•You want a low cost per click (Better Segmentation)
•You want your ad to show up at the top of the search results (Better Metrics)

Here are 4 ways that give you the biggest bang for your buck with Paid Search Marketing.

Offer
One of the most important elements of any AdWords campaign strategy is the offer. In my experience, the most effective ads are the ones with a specific call to action. A “20% off” offer or a strong white paper offer is going to deliver a higher click-through-rate than a self-focused ad about your company or the benefits of your products.

If you have multiple offers, segment each of the offers by keyword to make each offer more relevant to the searcher. The more relevant the offer, the higher the click-through rate and the less money you spend.

Landing Page
Once your offer has been developed, the next key step is to create lead generating landing pages. A good landing page will fulfill the goal of the searcher quickly. When someone clicks on an ad, they expect to be led to a page where they can complete a form. Many marketers make the mistake of leading traffic back to their site’s homepage, which may not be relevant to the keyword or offer that got them clicking in the first place. A landing page also prevents distracting navigation options leading away from the goal of a conversion. Of course don’t just take my word for it, see for yourself just how effective landing pages are.

Segmentation
AdWords makes it easy to segment your campaign in order to meet each of these goals, including campaigns, ad groups and keywords. These segments can be changed and optimized as your campaign progresses, giving you the chance to capitalize on what’s working, without wasting time or money on what’s not. You can also use the campaign management tools to target the campaign geographically or by time of day, to make it more likely to attract the segments you are focused on,

Metrics
Once you’ve created a Google AdWords campaign that has well designed offers, landing pages, and keywords, the work is really just beginning. It is imperative that your campaign is monitored closely at all times to ensure optimal results. For example, shutting down ad campaigns that aren’t working will help you save money and increase your ad positioning. While anAdWords campaign will produce a lot of data, it’s important to monitor the most important pieces of this data. Determining Key Performance Indicators (KPI) like number of conversions and cost per conversion will ensure your campaign is in line.

An effective Paid Search marketing campaign can deliver affordable and immediate results only with a good offer, a smart strategy and an effective landing page. A smart marketer will use all of these tips in their AdWords campaign to drive the best results possible. Of course we’re more than happy to do this work for you, it’s what we do best.

To learn more, please download our free white paper How to Make Paid Search Pay Off.

White Paper: How to Make Paid Search Pay Off

WESTBOROUGH, MA, February 17, 2013 /24-7PressRelease/ — Nowspeed, a top Internet marketing agency has released a new paid search marketing white paper entitled, How to Make Paid Search Pay Off, written by President & Founder of Nowspeed, David Reske. The white paper explains how and why it is important for companies to incorporate an effective pay per click (PPC) marketing strategy and test their tactics to ensure a steady flow of new lead generation prospects.

Businesses will learn the efficiencies of a paid search marketing strategy through Nowspeed’s tips and best practices that will jumpstart your efforts to create a paid search marketing strategy that works. The goal of any paid search marketing strategy is to turn it into an actionable plan to generate more qualified leads. Whether you’re developing a fully integrated online marketing program or just executing a simple Google AdWords campaign; it is important to start with a plan.

Reske states, “I’ve been working with companies like yours since the heyday of online marketing over a decade ago, and I’ve seen major changes in what works–and what doesn’t–to engage your prospects. The fact is, the companies that are reaping high returns on marketing plans need to do every step right, from defining your target market to ongoing testing optimization.”

The paid search marketing strategy tips mentioned in this 8-page marketing white paper will help marketers understand how to get started by setting goals, deciding on which offer to use, creating a well-designed landing page, testing with AdWords, and then optimizing the campaign when needed. Nowspeed has used these strategies to help a number of top companies achieve success with their marketing programs.

Download this free Nowspeed email white paper, How to Make Paid Search Pay Off, by clicking this link and filling out the form:http://www.nowspeed.com/resource/how-to-make-paid-search-pay-off

Nowspeed is an Internet marketing agency that drives leads–from click to customer–for companies. Our packaged services include a blend of social media marketing strategysearch engine marketingsearch engine optimization SEOemail marketing,lead nurture campaigns, marketing analytics and website design so that we can deliver complete end-to-end solutions to our customers. For more information, visit us at www.nowspeed.com.

How to Build a Winning SEO Strategy: SEO Reporting & Analytics

After you SEO optimize your website, you will want to know what parts of the program are working well and what still needs improvement. Furthermore, you’ll need a way to quantify the business impact of your SEO work.

To get a good understanding of the effectiveness of your SEO program, you’ll need to understand how your keyword visibility has changed over time, how much traffic that visibility is driving to the website, and what is happening to that traffic.

There are many tools that will give you data on keyword visibility. Tools such as Hubspot’s Marketing Grader, Keyword Spy or SEM Rush can quickly tell you how visible your keywords are. If you keep track of your results from month to month, you’ll be able to see the impact of your work on visibility over time.

Keyword visibility, of course, is only the first step in the process. What you really want to know is how your visibility is impacting traffic and leads or sales. To get this data you’ll need to use a website analytics program like Google Analytics. This tool will tell you how much traffic and how many goal conversions you get from each keyword. By tying your visibility to traffic to conversions, you can get a complete picture of the business impact of your SEO work. To learn additional techniques to rank better on search engines, please download our white paper, “How to Build a Winning SEO Strategy.

How to Build a Winning SEO Strategy: Analyzing your Website SEO

Once you’ve built keywords in to your website, you’ll want the search engines to index the content and update your website in their search engine rankings. Google has a very helpful tool called Google Webmaster Tools which allows you to see your website the way that the search engines do. It will help you identify broken links or other factors which may be preventing them from seeing all of your web pages.

You can also tell the search engines not to index certain content on your website if you don’t want them to see it. These may be landing pages or ads, which have duplicate content or may be pages you don’t want searchers to see. To learn additional techniques to rank better on search engines, please download our white paper, “How to Build a Winning SEO Strategy.