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Your Guide to Marketing Tools on Google

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If you’re a parent trying to run their own business (like me) these will help make sure you’re covering all your basics when it comes to using Google Products.

Start with analytics

Google analytics is probably the single most used tool for gauging digital data and the ROI of marketing campaigns. There’s no better method to determine traffic numbers, sources, and effectiveness. All interfaces can be customize so you get the exact data you want, when you want it. Dashboards are extremely easy to set up and operate for each separate function you want to track, or you can have them collated onto one dashboard for even simply access and analysis.


Your Google optimize tool is a fantastic help for accurate and simple A/B tests. Marketers tend to avoid this process because it takes a lot of detail work. But when you let Google do it it becomes as easy as apple pie. It’ll also automatically give set up a CTA button for you wherever you direct it to.

And best of all, it links directly to Google analytics -- so the two work in tandem to first bring you information and then to act on it in real time.

Don’t forget Adwords!

This, of course, is the premium pay per click ad service. And Google keeps it very simple. You just pick out your keywords that you want to trigger your ads. It’s only activated when a user clicks your ad -- just decide how much you’ll spend, the time-frame, location parameters, and then forget about it. It’ll run automatically and end automatically, just as you told it to. However, like any computer program, it can run into unforeseen glitches that might send consumers to the wrong site -- so it’s recommended you check in on an Adwords campaign at least once a week just to make sure everything is shipshape and Bristol fashion. However, be aware that 61% of Adwords and Facebook ads fail to deliver a single conversion according to Disruptive Advertising; mainly because of improper setup and knowledge of how to optimize a campaign properly.

Your keyword planner

Keyword planners are very helpful with keyword based marketing. The Google keyword planner is an analytical tool so you can create newer and better search terms for your products and services. It’ll find just the right word for your Adword campaign -- the one that brings in the most traffic and highest clicks-per-view.

Tracking trends

This will allow you to gauge the most popular of any extant search term over a monthly or weekly period. You can use it, for example, to track and compare the use of a given search word or phrase. This, in turn, allows you to tap in on whatever is currently trending that your product or service can tie into -- or, if the trend is a negative one -- to avoid!

Use the Mobile Friendly app

Even an marketing ostrich with its head in the sand now knows that the number of consumers who are on their tablets and smartphones is increasing exponentially. The Mobile Friendly Test will tell you what which format your customers and viewers are using to gain access to your landing page(s). This, in turn, should motivate you to make sure your web sites are all in sync with the mobile venues most in use by your customers. It only takes a few seconds for a potential customer to be turned off by your site because he/she can’t move around it quickly enough. And that’s a lost customer you’ll probably never get back!

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