Are you using Google Tag Manager, Conversion Tracking & Custom Audiences?

4 replies
tl;dr - First learn how to harness data and measure conversions before anything else. You can measure traffic, track conversions and A/B test for free right now.

Here's some solid advice I wish I would have learned when I first started working online...

Start with understanding data.

When you understand Google Analytics it helps you in two ways:

1) You can use data to make better decisions on marketing

2) You can measure and prove the ROI of ads and everything else.

That second one is important for yourself and definitely if you have clients.

Here's how I set up every site I work on:
  • Google Tag Manager
  • Google Search Console
  • Bing Webmaster Tools
  • Google Analytics (Goals, Events, IP Filters)
  • Adwords Custom Audiences / Conversion Tracking
  • Facebook Custom Audiences / Conversion Tracking
  • Twitter Custom Audiences / Conversion Tracking
  • Optimizely

Tag Manager allows you to manage all of your code snippets in one place with only installing one Javascript snippet on your site.

Optimizely allows you to do A/B testing.

Google Analytics becomes your dashboard for making decisions.
  • Goals: Set these up to measure conversions (signups, downloads, contact form)
  • Events: Set these up to track video plays or clicks on certain buttons
  • Filters: Block IP traffic from your team or freelancers

Here's a breakdown on why you should create custom audiences:

So, remarketing is where you advertise through paid ads to visitors that have already found your website.

For example, let's say your company provides loans to small business owners.There are invariably many "touches" along the way... phone calls, emails, in-person meetings and so forth.

Remarketing is a way of increasing the amount of "touches" you have with a prospect and funneling them closer to your offer.

Facebook, Twitter and Google allow you to setup remarketing audiences. I'm going to take you through a mock scenario.

Jill finds your website after searching in Google and lands on your /small-business-loans/ page. When she lands on this page a JavaScript pixel "fires" and adds her to a custom audience in your Facebook ad account.

Now, when she goes on Facebook she sees a free offer for "18 Insanely Important Questions You MUST Answer Before Getting A Business Loan".

She'll see this ad for a number of days. One day she clicks over and views the landing page, but doesn't download.

Because she took that action she gets added to a NEW list in your ad account and therefore she sees a new offer when she visits Facebook or Twitter again. Now, she sees "Seriously?! If you are looking for a business loan you need to see this first".

This one catches her eye. She clicks over and downloads the content. When she does this another JavaScript pixel fires. This is your conversion pixel from Facebook and it signals that your ad registered a conversion.

Yes, you can see the ROI and KNOW your ads are working (or not working).

What happens next is she is REMOVED from your other ad sequences. This way you're not showing ads to people who have already converted.

Now, instead of showing her ads for free content, you can start showing more personal ads asking if she'd like help discussing her options. You can remarket to her like this until she becomes a client. After that, she'll stop seeing these types of ads completely.

There are limitless ways you can setup this marketing sequence, but the most important thing to remember is once you set it up everything is automated and measurable using ad platforms (Facebook, Twitter, Adwords) and Google Analytics.

If you are using Adwords this is a must. Adwords is usually pricey, but converts well. You can bring in targeted cold traffic and then remarket to them over time. Same goes for organic traffic (like if you are blogging, etc). It all works the same way.

There are a few major benefits to running ads this way:

* Lower ad cost as you are targeting an audience that is already interested in your services.

* You can segment your offers. If say, you offer business loans and are also involved in acquisitions, you can run ads to people by the pages they visit. This way you're not taking the "shotgun" approach with your ad dollars. If they land on the page about business loans, they see those ads. You won't waste money showing them ads about your M&A services.

* You don't need an email to target people with highly relevant marketing messages. You can create a sequence of ads to run every 3,7,14,21, and 30 days after seeing a page on your site (or just visiting your website in general). Think of this strategy as an autoresponder using social ads - and you don't even need an email!

* You leverage the traffic you already have. Not everyone is going to show up and "buy". You can pay for cold traffic... or you can try and nurture the traffic you already have.

Hope this helps!

You can set this up for FREE using Google Tag Manager, Analytics, Adwords, Facebook Business Manager and your Twitter ad account. You'd only have to spend money on the ads.

You will need 1) a website.. 2) a contact form.. 3) a thank you page.

Let me know if you have any questions. If you're new to internet marketing... DO YOURSELF A FAVOR and learn this stuff first.
#a/b testing #audiences #conversion #conversion tracking #custom #custom audiences #google #google analytics #google tag manger #manager #tag #tracking

Trending Topics