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All You Need To Know About Google Tag Manager

All You Need To Know About Google Tag Manager

All You Need To Know About Google Tag Manager

Having good data isn’t just a perk that lets you run your business better – it’s literal power. Good data can make all the difference in succeeding and failing, but how do you get that data? Furthermore, how can you ensure you continuously get good data that you can use to help you every step of your brand’s journey? Every digital marketing agency in Windsor will likely each give you a completely different answer because quite frankly there’s more than one answer to the problem, but here at Web Geeks we’re going to use Google Tag Manager so you can integrate your good data into Google Analytics, AdWords, or another third-party like Twitter or even Bing Ads.

Disclaimer: Users without prior technical knowledge of tagging may find these concepts confusing. If you want to take advantage of tagging but need assistance, please contact us.

What is it?

It’s a tag management system that gives you the power to create tags in a simplified manner. In the past, creating tags consisted of actually going into the site’s source code every time you needed to create, edit, or delete a tag; in short, it was a tedious process. Google Tag Manager not only makes creating tags easier via a user-friendly user interface, but you never have to touch your site’s source code again (in our opinion, this makes Google Tag Manager worth recommending alone). Create tags easier and get good data faster and more consistently – what’s not to love?

Depending on your brand’s needs, you may only need a few tags or a couple hundred. Whatever your needs, Google Tag Manager makes it simple to keep tabs on every tag you’ve ever created.

Make as many as you want, as few, or fall somewhere in-between – our Windsor digital marketing company is here to tell you that, “it doesn’t matter!”

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So what are tags – and why should I care?

Think of tags as a recipe that tells Google Tag Manager what to do. A batch of code (much like a recipe) that’s ready to spring into action the moment they are triggered, tags are designed to collection information from a website and send them to a third-party service such as Google Analytics, AdWords, Twitter, etc. The beauty of this method of data collecting lies in how versatile creating tags can actually be. Create a tag, and you can embed the tag onto a page of your business’ website to measure an abundance of different analytics. Once a tag has been activated (called triggering – more on that in a moment), the data collected can be imported into a number of third-party accounts, including Analytics and AdWords to give you a more accurate, overall picture of your brand.

Triggers and variables

Triggers tell a tag when it’s time to do what the tag wants to do. For example, if you want to know how many people experience a JavaScript Error on your new website that just launched, the trigger would tell the appropriate tag when to collect that data (in this case, when a JavaScript Error displayed). If you want to know when someone clicks on a particular link in a newsletter, the same thing applies: once the link has been clicked, the trigger would inform the appropriate tag of the click and pass along the data to the pre-determined service. It’s simply a matter of cause and effect.

Just as tags depend on triggers, so too do triggers depend on variables. Variables inform your trigger if it’s time to tell your tag if it’s time to execute its command. This occurs when the tag compares a variable’s value to the value in the trigger; if the variable meets the demands of the trigger, the tag will execute.

Test until you’re ready

An amazing feature of Google Tag Manager is the fact that you can preview your tags and make sure they are working properly before they go live. Google Tag Manager can be confusing, so it’s great to know that you can fine-tune the relationships between your tags and their triggers and variables. You can also be sure that you’re getting the best data right from the get-go.

How does Google Tag Manager help?

When you need to get down to the nitty-gritty and know everything that’s happening on your website – from in-depth promotional tracking to the download breakdown link-by-link, country-by-country and beyond – Google Tag Manager can get you there. Moreover, Google Tag Manager can help to improve an abundance of different areas of your business – and the sky is literally the limit. You can fine-tune the data you want if you are willing to put the time into it!

What to know before I begin?

It’s going to take a lot of time to learn. This isn’t an easy tool to master – especially if you’ve never dealt with tags and basic coding. You’re also going to run into a lot of troubleshooting issues often.

The keyword here is patience: if you don’t have a lot of it, you may want to consider reaching out to our SEO services company. Windsor entrepreneurs know that in order to stay ahead you need to have impeccable data that Google Tag Manager can provide – but if you don’t have the time or the patience to learn how to utilize it, Web Geeks is your ticket to getting all the best data your business needs. Call our experts today, and let’s set up a free evaluation to figure out the best approach to getting your business the data is needs to succeed!

How To Effectively Research Keywords Using Google AdWords

How To Effectively Research Keywords Using Google AdWords

How To Effectively Research Keywords Using Google AdWords

Whether you want to sell auto parts or you want to create a campaign that advertises your new food blog, you need to know which keywords are suitable to your brand. Not just any keywords, either: they must be relevant keywords with purpose. Not just any keywords will do when it comes to growing your brand, and while it may seem confusing and downright inconceivable that you can find keywords that can provide the best help to your brand, nothing could be further from the truth. You don’t have to be a marketing guru to figure out which keywords can work for your brand, either. Google AdWords can help you to find the best keywords for your brand and creating a compelling campaign that will put those keywords into action (i.e. more customers, more money).

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It all starts with Google Keyword Planner (GKP). But first, you need to get a little old school. Grab a pencil and paper, because we’re about to…

Create a paper list

The greatest brainstorming tool is still a pencil and paper. Brainstorm the types of keywords and keyphrases you think potential customers search for as it pertains to your brand – you may even want to reach out to past/present customers as well as friends, family, colleagues, etc. to get an idea regarding what they’ve recently searched for on your website. Write their answers down, and highlight any words/phrases that show up more than once to indicate it may be a high-value keyword. Additionally, browse your social media messages and check to see if anyone has inquired about a certain product, service, etc. as of late. Write what you find.

Write any keywords/phrases that may come to mind. Go to your competitor’s website and social media pages to learn what keywords they may be using. For example, if they have posted a lot of content about snow shovels for driveways in the last month; if relevant, consider ranking for similar keywords.

Google Keyword Planner

We’re not going to go too deep into how to use GKP (Google has instructions for using Google Keyword Planner), but it’s extremely simple to use. From the main page, you can insert individual keywords and even a URL to generate ideas for keywords via the search for new keyword field. Want to use your paper list of keywords? Insert them into the multiple keyword lists field. You can even discover the search volume and how the keyword has performed historically via get search volume and trends. These three fields will tell you everything you need to know to find new keywords and research your findings to whittle your list down to only the top, highest ranking, and competitive keywords for your brand.

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Plug in your most valuable keywords into Google

From there, choose the top five search results in Google. Search your keyword on their website to discover anything: from the categories where the relevant keyword is listed to how many times it actually pops up on every page. Keep in mind where the keyword pops up: is it in the titles/headers of certain pages, or is it buried among several sub-categories and seemingly irrelevant to your competition? This will allow you to also discover relevant niche keywords – and the more in-demand will little competition they are, the better (you can figure this out via metrics and forecasts – more on that in a moment). For example, if you want to rank for cheap hubcaps in Windsor and find that people are searching for custom hubcap decals yet the keyword isn’t ranking very highly, congratulations: you’ve found a niche keyword you can capitalize on.

Metrics and forecasts

Google has a fantastic breakdown on how to use metrics and forecasts so while we’re not going to get into it, know that it’s a great way to detail what your AdWords campaign will ultimately cost when ranking for certain keywords. From the number of clicks your ad will get to the number of impressions, cost, clickthrough rate (CTR) and even the overall, average cost per click (Average CPC), it’s perfect for creating a plan of action. On The Plan overview page, you can even get a breakdown as to what each campaign will cost for your keywords, allowing you to scale appropriately.

Keyword intent

Keep in mind what the searcher ‘needs’ when they search for your keywords and phrases. For example, if you are selling auto parts you probably don’t want to use AdWords to rank for the phrase, ‘how to repair automobile parts from home,’ since you’re trying to make a sale; alternatively, the keyphrase ‘cheapest auto parts in Windsor,’ would be more appropriate as it increases the odds of a customer finding your brand and buying from you directly.

The point is all the research in the world doesn’t make a bit of difference if you don’t understand why someone is searching. You may be trying to rank for muffler repair in Windsor, but there’s a wealth of difference between ‘how to choose a mechanic for muffler repair in Windsor,’ and, ‘muffler repair mechanic in Windsor;’ one phrase helps you how to choose a provider, another shows the providers outright. Just a change in a few words will give searchers completely different results. Keep this in mind when creating, cutting, adding, and perfecting your keyword list as you discover the top keywords to rank for; rank for the best, and your brand will flourish!

If you are looking for assistance with finding keywords to optimize your website around and launching Google AdWords campaigns, get in contact with Web Geeks and we can work with you to grow your business.

How Useful is SEO for a Small or Medium Business in Windsor?

How Useful is SEO for a Small or Medium Business in Windsor?

How Useful is SEO for a Small or Medium Business in Windsor?

SEO (Search Engine Optimization) strategies help growing companies reach the first page in search engines. The process helps them to reach their target audience and build an engaging web presence. For companies in Windsor, SEO is now a must-have tool within their marketing campaigns.

Within this latest post, we’ll explore the benefits of SEO for Windsor companies.

  • High Conversion Levels

One of the most important benefits of a well-orchestrated SEO campaign is that it leads to higher conversion levels on your site. Instead of simply hosting product and service information and hoping for conversions, SEO can increase your CTRs (Click through Rates). The process begins with selecting high value keywords that drive a connection with your qualified audience. A trusted Windsor SEO company can research your marketplace and your keywords to see which keywords have the highest conversion levels in your industry.

  • Bypassing the Competition

A growing business must have a strategy for beating the competition to succeed over the long-term. SEO is a leading-class tool for achieving fast growth and reaching out to a competitor’s clients. It allows your organization to review the types of visitors going to your competitor’s sites, review the content they engage with and the keywords they use to find the content. Your company can then build compelling, keyword-rich content to drive these potential clients to your site.

  • Reach Local Audiences

Local SEO has now become a critical element in the success of digital marketing strategies. With an effectively built local SEO strategy, your company can reach local audiences that are more likely to buy from you. Local Windsor SEO strategies allow for a direct connection between your service team and the local audience. You’ll make a connection that allows you to build from a local level to a wider region.

  • Reduce Marketing Costs

Another top benefit of SEO for growing Windsor companies is it saves money within digital campaigns. Instead of investing in the costliest options from day one, you can implement an affordable SEO campaign that will allow you to build actionable data while reaching out to clients. Using the actionable data from your SEO campaigns, you’re now better equipped to spend more as part of a scalable marketing strategy. You’ll learn about your audience ready for directly targeting the highest value clients over the long-term.

Our team at Web Geeks has many years of experience building refined SEO strategies. To begin your company’s new SEO campaign backed by respected leaders in the local Windsor market, contact us today.

SEO – How To Rank

SEO – How To Rank

Many people think the website process ends after the site has been completed – however, this is not the case. What many people don’t think about when creating a website is SEO optimization. Without SEO optimization, however, the site simply cannot live up to its full potential and reach the desired target audience. (more…)

Viewability Impressions Does Matter

Viewability Impressions Does Matter

You have to understand that when an ad is served it does not mean it is certainly seen by users. You published your ads, and your online impression served on certain web pages, and that’s good. However, are you confident to say your ads are viewed? Being seen means everything for an ad, right?

Fortunately, Google has worked on a Viewable Impressions standard partnering with the industry since 2013. When the Media Rating Council lifted its Viewable Impression Advisory in 2014, marketers and advertisers switched their focus from served impressions to viewable impressions, which is measured by the Viewability.

Viewability helps determine how likely it is that an ad was actually seen by a user. Defined by the Media Rating Council, a display ad is considered viewable when 50% of an ad’s pixels are in view on the screen for a minimum of one second.

Factors of Display Viewability

Let’s take a look at the factors affecting the extent to which ads are seen. The following is based on the research of 5 Factors of Display Viewability by Google.

1. State of publisher viewability

A small number of publishers are serving most of the non-viewable impressions

2. Page position

The most viewed position is not at the top of the page but instead is right above the fold, which is part of a web page that is visible before scrolling down.

3. Ad size

Ads that are vertical can stay on the page longer when you scroll, and the dimensions with the highest viewability rates are 120X240 (55.6%), 240X400 (54.9%), and 160×600 (53.7%).

4. An ad above the fold does not mean always viewable

Averagely, only 68% ads above-the-fold impressions are viewable, while the percentage is 40% for those below-the-fold impressions.

5. Viewability varies across industries

Content that draws the user’s attention has the highest viewability.

So, How Do I Increase My Google Ads Viewability?

In the rest of this post, we will talk about some best technical practices to improve ad viewability advised by the team of Google. A downloadable PDF file can also be found here.

#1 Viewability Measurement

Viewability measurement

(Image source: Viewability Spotlight for Sellers)

#2 Speed & Responsiveness

Optimize for responsiveness

(Image source: Viewability Spotlight for Sellers)

 #3 Layout of Ads

Layout viewability

(Image source: Viewability Spotlight for Sellers)

#4 Optimize Viewability of Ads & Content

Ads and content for optimal viewbility

(Image source: Viewability Spotlight for Sellers)

How Did Businesses Make Out On Black Friday and Cyber Monday?

How Did Businesses Make Out On Black Friday and Cyber Monday?

If you’ve never been out shopping or online for Black Friday through Cyber Monday, then you don’t know why it’s the busiest shopping weekend of the year. Retailers all over the United States swarm to their favorite retail shops to take advantage of the great deals they get for one weekend only. This year, Black Friday/Cyber Monday weekend was predicted to drive a total of $11 Billion in online sales, which is 15% more than 2014.

What Are The Stats For Black Friday/Cyber Monday Weekend This Year?

Based on the data found after Black Friday/Cyber Monday weekend 2015, there was a 24% growth in online sales in comparison to 2014! As shown below, most of online shopping occurred on Mobile devices. Nanigans data shows that there was a 223% increase for purchases on Black Friday on mobile this year in comparison to the past 4 Black Fridays.Black Friday Mobile Stats

Cyber Monday saw some advantages as well in comparison to the past years. Consumers purchasing on mobile during Cyber Monday saw an increase of 111%. The bigger number to look at is +50%! This shows that 50% of people shopping online bought online. Expect this figure to increase next year.

Cyber Monday Stats

Here are The Categories That Benefited the Most:

• Electronics
• Jewelry
• Apparel
• Sporting Goods (specifically Golf Items)

How Did This Happen?

Influencers and Social Commerce drive revenue. It’s important for retailers to stay on their toes when it comes to running social ads during Black Friday and Cyber Monday. You never know what items could take off and go viral in a matter of hours (which could max out your budget & inventory faster than you anticipated).

Some Key Points to Keep In Mind Next Year:

• People are shopping for other people, so low-priced ticket items sell best
• The news is out about increased sales for online shopping, be prepared to be competitive when using Google Shopping, online ads or pay-per-click ads.
• Build awareness of your brand and products prior to sales weekend. Have your customers look forward to great deals during the Black Friday/Cyber Monday weekend.
As you can see, retail stores need to take advantage of the Black Friday/Cyber Monday specials. It’s been proven year-over-year, the sales are increasing and the online closing rate was at 50% this year. Every Business-to-Consumer company should plan to take advantage of this next year. Next year’s Black Friday is November 25th and Cyber Monday will be on November 28th. Remember the date and have the Geeks at Web Geeks work with you to be profitable.