Get your ducks in a row.
Understanding who is visiting your website, where they came from and what they are doing are just 3 basic metrics that can impact and inform decision making for your business. What about leveraging these metrics to guide your advertising, especially remarketing? Focussed targeting to spend less on advertising.
Click on a subject below to jump to each section.
- Google Search Console
A free service offered by Google that helps you monitor and maintain your presence in Google;
Search Console can:
- Make sure that Google can access your content.
- Submit new content for crawling and remove content you don’t want shown in search results.
- Monitor content that delivers search results.
- Monitor and resolve malware or spam issues so your site stays clean.
This tool can also help you discover how Google Search, and the world, sees your site; specifically:
- Which queries (keywords) lead to your site to appearing in search results.
- If some queries result in more traffic to your site than others.
- If your product prices, company contact info, or events are highlighted in rich search results (see below).
- Identifies external sites that link to your website – great for your Search Engine Optimisation.
- If your mobile site is performing well for visitors searching on mobile.
- Google Analytics
Another free and very popular online tool, Google Analytics provides website owners with a variety of information about the activity that takes place on their website.
Google analytics can give you information on:
- Who is visiting your site and where they come from.
- How many people are visiting your site, during a set period of time.
- What your website visitors are they doing on your website (behaviour).
- How long people are spending on your site.
Once you understand visitor behaviour, you can use Google Analytics to set goals on your website. A goal is a specific action you would like your visitors to take on your website; it could be signing up for a newsletter, visiting a certain page, clicking a button or downloading an e-book, for example.
You can then report on these goals, to gain information to inform business decisions, such as Advertising spend: contact from submissions from Google Ads traffic; or SEO spend – purchases of a product where the user came in through an associated keyword.
3. Retargeting and remarketing tags (aka code)
Retargeting and remarketing campaigns are powerful, targeted marketing tactics allowing you to communicate with visitors who have taken specific actions on your website or app.
Even if you are unsure if you want to run remarketing activities, we recommend that you still add retargeting tags from Facebook and Google Adwords to your website, so that the code starts collecting data now. This information can be used to create future targeted marketing campaigns.
Retargeting can allow you to:
- Gather insights and create audiences to market to, with specific actions or messaging.
- Create lookalike audiences to target, based on the data gathered.
Whether it’s a Facebook page, Instagram account, LinkedIn profile or Twitter handle, it is important to set up your social profiles before you launch your new site so that you secure your brand name and establish your social credibility before your customers start looking for you. I urge you to go down the full list of all the social media channels, and websites where profiles can assist your business, just to make sure that you’ve got your brand secured.
Once you have ticked off all four, you will be well ahead of many of your competitors and have tools which will support your website.
Need some help setting any of these up? Unsure of what you’re missing or if you’re all set? Click here to contact us to have a conversation: