How to use Google tools to become a better digital marketer. https://www.youtube.com/watch?v=yWN4nTqATsI

1. Google “Webmaster” Tools
H o w t o u s e G o o g l e t o o l s t o b e c o m e a b e t t e r d i g i t a l m a r k e t e r

2. Dustin Cederholm
Digital Strategy Meeting,
Fluid
Phil Case
Managing Director/Partner,
Fluid
Dustin Cederholm has been engaged
in conversion optimization
professionally for more than 7 years.
His experience has helped
companies as small as 25 employees
with less than $1 million revenue
and as large as 2,500 employees
with >$1 billion revenue. He uses
advanced CRO techniques to turn
client’s site traffic into revenue.
Phil leads Fluid in its quest to
become the most innovative and
cutting-edge advertising agency,
emphasizing brand strategy and
creativity. His strengths include
identifying problems and
opportunities for businesses and
developing cost-effective solutions
that are in concert with bottom-line
business objectives.
@Dustin Cederholm @GetFluid

3. @DustinCederholm
#FluidWebinarSeries
@GetFluid

4. Google History & Recent Updates

5. 5
A Brief History of Google
Google founders, Larry Page and Sergey Brin, first collaborated on the search engine,
BackRub, which operated in Stanford for more than a year before being shut down for
taking too much bandwidth.
Google.com became a registered domain in September of 1997. The name is a play on
the word “googol,” a mathematical term for the number 1 followed by a hundred
zeros, which signifies the founders’ desire to organize a seemingly infinite amount of
information on the web.
“Google is not a conventional company. We do not intend to become one.”
Excerpt from Google’s Founding Letter

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Recent Updates
• SEO Updates: Panda - Penguin - Hummingbird - Mobile Algorithm
• Google+
• Operating structure: ALPHABET

7. Google Tools Of Importance

8. 8
A (non-comprehensive) list of the many
available Google Tools:
• Search Engine*
• Webmaster Tools*
• Gmail
• Analytics**
• Adwords**
• Tag Manager*
• URL Builder**
• Business View
• Drive
• Alerts*
• Google+
• YouTube*
• Blogger
Google Tools
"Guerrilla marketing is a state of mind. It simply isn't guerrilla if it isn't
newsworthy."—Drew Neisser, CEO of Renegade Marketing
Image source: http://www.webgranth.com/tag/free-available-products-of-google
* Stands for priority!

9. 9
If you’ve got time don’t forget…
“ It’s possible to become too dry, too corporate, too much about making money .”
- Google

10. 10
Invest time and energy in Google Analytics. Pay special attention to:
• Organic vs. Paid Search
• Desktop vs. Mobile
• Time on page, # of page views, Bounce rate
• UTM parameters
• Conversion pixels
Google Analytics
* Stands for priority!

11. 11
Invest time and energy in Google Analytics. Pay special attention to:
• Over 1.2 million businesses advertise on Adwords
• 70% of mobile searches call a business from mobile search results
• Businesses make an average of $2 in revenue for every $1 spent
• Most expensive keywords: Insurance, loans, mortgage, attorney
• Google owns approximately 32% of the global digital ad market
• The next most active ad network = Facebook
Google Adwords

12. 12
UTM parameters are unique tags added to a URL that, when clicked, are tracked
by Google Analytics. These logs aggregate across all your campaigns and help
paint a clear picture of how your marketing campaigns are running.
Common parameters include:
• Campaign
• Medium
• Keyword
• Content
Google URL Builder
Image source: http://www.webgranth.com/tag/free-available-products-of-google
* Stands for priority!

13. A Step-By-Step Guide
To b e t t e r m a r k e t i n g u s i n g s i m p l e & f r e e G o o g l e t o o l s .

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Step 1: Create Assets

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Step 2: Generate URL
Search URL Builder in Google
Add parameters:
• Campaign source
• Campaign medium
• Campaign term
• Campaign content
• Campaign name
Final URL:
yourcompany.com/?utm_source=google&utm_medium=email&utm_content=google-
webinar&utm_campaign=webinar-series-event

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Step 3: Define Conversion
Set conversion pixels for:
• Facebook
• Web forms
• Retargeting
• PPC
Banner advertising
• Content links
Tip: Use a dedicated thank you page to
make it easier to employ conversion
tracking. Often all you need is the URL
tail (i.e. /thank-you*)

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Step 4: Deploy Ads
Image source: http://www.b2bmarketingexperiences.com/2014/09/combining-inbound-and-outbound-marketing/

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Step 5: Analyze Results

19. From Intermediate to Expert
F l u i d a r g u e s w h y i t ’ s w o r t h t h e i n v e s t m e n t

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IP address is one of the most informative data points any marketer has access to.
There are a number of tools that can turn IP address into viable user data. Other
tools use even more sophisticated technology to bridge the gaps IP address
tracking misses.
Some tools to consider as you move from intermediate to expert marketer:
• Marketing automation software
• Identity management solutions
• Cookies
• Social login
• Single sign-on (SSO)
Turning Anonymous to Known

21. 21
Hungry For More Data?
Wiki definition:
A possible interaction between a web browser and a server holding a web
page in which the server sends a cookie to the browser and the browser
sends it back when requesting another page. Cookies are arbitrary pieces
of data, usually chosen by the web server, and stored on the client
computer by the browser.
Important things to know:
• Cookies expire
• Cookies are not foolproof
• Not everyone accepts cookies
• You can send multiple cookies from the
same page

22. 22
When is it time to upgrade?

23. IN SUMMARY
• Google offers a number of free tools that are vital to the success of any digital
marketer
• Google recently restructured dividing services into individual companies. The
effect is still not completely known.
• Google Adwords is responsible for the vast majority of Google’s revenue and a
primary revenue source for millions of companies around the world
• Mobile advertising should be a primary focus for any business
• UTM parameters may be the single easiest way to improve your marketing
campaign tracking
• Follow Fluid’s 5 step protocol to better digital marketing
• UTM parameters matched with conversion pixels allow any size business define
its marketing ROI
• It is possible to turn anonymous visitors to known without a form submission

24. Questions?
G o o g l e “ We b m a s t e r ” To o l s : H o w t o u s e G o o g l e t o o l s t o
b e c o m e a b e t t e r d i g i t a l m a r k e t e r

25. 25
If I rank well in Google already,
why do I need AdWords?

26. 26
How has mobile traffic affected
usage of Google’s tools, and
should I be concerned about
catering to mobile traffic?

27. 27
Are Google tools better suited to
target my customers or to learn
who my customers really are?

28. 28
How can I use Google’s tools to
learn more about what my customer
is looking for and wants?

29. THANK YOU
@Dustin Cederholm
#FluidWebinarSeries
@GetFluid