While it was put on by Google, the bulk of the day’s sessions were presented by David Booth from Cardinal Path – a US digital marketing agency.
This provided a very practical focus on how to use Google’s products for the best results from an agency and end-client perspective.
There was a huge amount of information that we went through, and I plan to expand on the below summary more over the coming year, and specifically with my clients…
My highlights from the Google Partners master class:
[headline htype=”h4″]Consumer rating annotations on Google Adwords ads[/headline]
This is currently available in the US, and will soon be available in Australia.
Basically you will be able to add “ratings” as an extension to your Adwords ads, as per the screenshot example. The results are based on Google Consumer Surveys, which if you’re interested, I suggest you start looking into now, so that you are prepared for when this option is available in Australia.
David said that use of these have shown a 10% increase in Click Through Rate (CTR) and there is no cost to the advertiser if users click on the extension.
What IS available now in Australia are Review Extensions. So if your business has a good (legitimate) review somewhere online, use it in your Adwords!
[headline htype=”h4″]Adwords Call Tracking [/headline]
One of the biggest frustrations with running Adwords ads is the gap between ads and phone calls that result in sales…
When everything is done on the website, it’s much easier. And while Adwords do show clicks on Call Extensions, you don’t always know if the person ended up calling or what happened next.
Call Tracking is available in Australia now. This means your Adwords ads can display unique phone numbers that forward to your relevant telephone number, that allow you to track who actually called from your ad/s.
[headline htype=”h4″]Google Tag Manager [/headline]
And finally my new favourite thing! I had heard about Google Tag Manager, but hadn’t had a chance to look into or use it yet.
Basically, rather than pasting new bits of code into all or specific pages of your website each time you need something tracked (Google Analytics, Adwords Conversions, Remarketing, heat map tracking etc) you can include ONE main Container, that manages all the tags for you!
Depending on your custom variables, you (or your developer) may need to occasionally edit an extra Data Layer, but essentially it makes it super easy to manage!
I know a bit about code, but it’s not my area of expertise and I don’t like digging around in it – leave that to the experts.
The benefits of Google Tag Manager:
- Ease and speed of use; allows non-developer management and update of tracking tags.
- Reduces website breakages; editing templates and code to add tracking tags can get messy, and breaks can happen.
- Speeds page load; tags can be set within the Google Tag Manager console to only fire on the pages they are required, which can hasten loading, or at least avoid wasted time spent loading tags where they aren’t required.
- Reduces unnecessary tags and code; the console makes it easy to see what code is running in your site, and you can easily remove redundant code.
- Know what you’re tracking; see a simple list in the console of all tracking code for each site or app.
- Preview and test tracking BEFORE publishing it; to make sure it works, and avoid breaking your website.
I updated a couple of the websites I manage this week with Google Tag Manager. All I had to do was:
- Create the Google Tag Manager (GTM) account (for best practice, like with Analytics and other tools, have one account for each specific business or client).
- Add all of the various tracking code required through the GTM editor (super easy for non-code heads).
- Give the GTM container code and installation instructions to my developer.
- He added the new GTM container and removed all previous code.
- I published the container, and voila!
And if I ever need to change code in the future, I can manage much of it myself through the GTM console, and not bother my developer!
So just a few tips, but hopefully useful. I look forward to putting them into practice!