as part of the Chester County Marketing Group's monthly meetings, Jeff Tincher gave a presentation about Google AdWords and Analytics and how a small business could value from both.

1. Introduction to Google Analytics
and Google AdWords for SMB
Friday, April 26, 2013

2. 2
• Website finally launched
• New faces & intros
• Survey results
• Google Analytics
• Google AdWords
• General Discussion
• Wrap Up
Sorry for all the TEXT on the rest of the slides.
I try to use more images in my presentations.
2www.ChescoMarketing.com
Welcome

3. www.ChescoMarketing.com 3
ChescoMarketing.com (finally)
• Schedule of Events/Meetings
• Blog articles & syndicate with other
blogs
• Past Presentations in Slide Library
• Business & Professional Networking
(in the works)
• Apps & Tools
Suggestions and feedback?
Email social@chescomarketing.com
www.ChescoMarketing.com

4. www.ChescoMarketing.com 4
Survey Results
Anyone know of a
restaurant or venue
in Exton (Main St
area) that can
accommodate our
group and with no
charge?
Other areas listed
by members are:
Downingtown
Malvern
Chester Springs

5. Interactive Marketing and Other
• mobile marketing, b2b marketing
• Event marketing
• Better connecting digital with offline Trends and research
• Digital marketing, media, influencing through visual, learn about each
member's company and what their goals and challenges are
• Online marketing generally
Social Media Focus
• Social Media E-Commerce
• Setting up Facebook Pages; WordPress usage; email systems; FB &
Google ads.
• Social media and SEO
• Best Practices sharing is the best, especially new/social media
• Social media administration/tools/trends Business development
• reviewing/discussing the social media platforms, and anything new that
comes up in the online marketing world!
• I love to hear what other people are doing (digital marketing). Social
media tools and new updates to old channels. Content marketing.
Email marketing. Mobile.
• growing your business through social media efforts
www.ChescoMarketing.com 5
Future Topics
Request for Presenters
Are you interested in
speaking to the group? Let
us know and we’ll get you
on the schedule.
Email
social@chescomarketing.com

6. Intro to Google Analytics
6www.ChescoMarketing.com

7. 7
• Full-featured, powerful analytics
package – for FREE.
• Ability to know what your web visitors
are doing on your site
– How many? How often? How long?
– Where did they come from?
– Did they convert (purchase,
download, etc.)?
– Real time monitoring
• Track Campaigns (paid, email, social,
etc.)
• Custom Dashboards/Reports
Learn More
www.google.com/analytics
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Overview of Google Analytics

8. www.ChescoMarketing.com 8
GA Conversions & Goals
• Understand and Measure
sales, downloads, video plays, and
other actions that are of value to
you.
• Add Conversion code to Thank
You/Confirmation Page
• Four Types of Goals
• URL Destination
• Visit Duration
• Page/visit
• Events
• Up to 4 Goal Sets, each with 5
goals (see example at right)

9. www.ChescoMarketing.com 9
GA: Custom Campaign Tracking
How to set up UTM tags:
http://bit.ly/14ankim
Example:
http://www.chescomarketing.com/?utm_source=Facebook&utm_medium=link&utm_campaign=Event%2BInvite
• Track custom campaigns for email, social, paid, etc.
• Create UTM tags
• Campaign source (utm_source)
• Campaign medium (utm_medium)
• Campaign Name (utm_campaign)
• Add this tagged link to your website, email, use on
FB, etc.
• Create tags for EACH source to allow better
reporting
• New UTM Tag Manager
Important: 1st tag preceded by ?, the others preceded by &

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GA: Dashboard & Reporting
Custom
dashboard
Account
Dashboard

11. 11
• Create a GA account at www.google.com/analytics
• Get tracking code and add to every page of website/blog.
– Use a plugin for WordPress Blogs
– Use include files if site is PHP enabled
• Your Unique ID: UA-XXXXXXXX-YY
– XXXXX = analytics acct #
– YY = profile # within acct
– Up to 25 accounts
– Each account up to 50 profiles
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Setting Up GA
<script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-XXXXX-Y']);
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
})();
</script>
Sample GA tracking code:

12. Intro to Google AdWords
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13. 13
• Known as Paid Search/PPC/Pay-per-click
• Not FREE.
• Set a budget for advertising
• Ads appear as top 3 results in Google SERP and
along the right side of results.
• Key Definitions of paid ads:
– Clicks = # of times ad appears AND is clicked
– Impressions = # of times your ad appears
– Avg CPC = average cost per click
– CTR = # of clicks / impressions.
(ex: you have 5 clicks and 1000 impressions, 5/1000= 0.05%)
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What is Google AdWords?

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Structure of AdWords Account
Best practice:
Structure your campaign
by multiple adgroups that
focus on topics, products,
etc.

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• Keywords Matching Options
– Broad & +Modified +Broad
– “Phrase Match”
• Matches phrase exactly of
with words in front or behind
• Search “women’s hats”
“marketing group”
– [Exact Match]
• Search needs to be exact
– Return close variants of words,
plurals, misspellings
• Negative Keywords
– Filter out word you do not
want included

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Inside AdWords
keywords
adgroups

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Web: www.ChescoMarketing.com
Facebook: www.Facebook.com/ChescoMG
Twitter: www.twitter.com/ChescoMarketing
LinkedIn Group: http://linkd.in/ChescoLI
Email List: http://eepurl.com/tE1of
Presenter Info:
Jeff Tincher
jeff@610digital.com
@JeffTincher
http://linkd.in/TinchLI