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Supplementing Paid Ads and Organic Search Together

What is PPC and SEO?

PPC and SEO are two tools that you can use to drive more traffic to your site. For PPC, Google Ads has the option for creating multiple campaigns. After creating these campaigns, and waiting for enough time for many people to click on the ads, you can see what keywords are generating most of your traffic. Same for SEO, Google Analytics allows you to see what Organic searches are driving your traffic. Google Analytics’ side bar also has a section for looking at Google Ads keywords and campaigns, under acquisition.

How Does Using Data From Google Ads(PPC) and Organic Search Help Drive Traffic?

While they are two very different, distinct tools, paid ads, also known as pay-per-click, and organic search can be integrated to work together. Data from Google ads can help you learn valuable information for SEO. For example, looking at your reports in Google Analytics is important for figuring what keywords are generating traffic to your site, both paid ads data and organic search data. Also, using branded keywords will drive traffic to your site, but be careful using them. Sometimes your users will try to search and find you organically. It is important to not use branded keywords when you think this may be the case.

https://www.semrush.com/blog/3-ways-to-integrate-ppc-seo-for-multichannel-success/

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Why Create an A/B Test?

Hypotheses and A/B Testing

Google’s optimize feature is an easy, free, and effective way to experiment on ways to personalize the experience for your site’s users. A hypothesis that someone could test on your site is the size of a heading, or, the size of the body text, changing an image, changing the size of the image, or changing any other part of your site that may have impact on your traffic. This changing of an aspect of your site is called the variant which is the B in A/B testing. The A is what it originally was before your changed it. For example I may choose to change the size of my headings to attract the eye of the reader more towards reading the body of the text. To see if this works better or not is where A/B testing comes in. Check the data after the variant has been created and after enough time has gone by. If the variant didn’t improve anything just create another hypothesis and variant to test.

How to Create and A/B Test Experiment

To create an A/B test in google optimize, after logging into google optimize, you must create an experiment and name it. Then, type in the URL of the page you want to test. For A/B testing you only test one variable, so make sure A/B test is selected, not multivariate or redirect test. If you want the amount of tests to happen an equal amount of the time, make sure they’re both set to 50%. After the experiment is created, the last step is to select a goal and customize the target. Once it is all complete, click “Start Experiment on the top left”

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Repurposing your Top Content Through New Platforms

The Value of Great Content

The most valuable part of any site is the content within it. If your site has no good content for your audience, then you will have no audience. Especially important, is the ability to track what your users like the most. What pages get viewed the most what content groupings are the most popular? To figure these things out you need do use event tracking. Analytics has an event measurement feature that allows you to see how many times a video is viewed or downloaded, or played or paused.

Utilizing Your Great Content

Google Analytics can help you figure out the top traffic pages on your site. Once you know which content is your most liked or viewed you can “refurbish” this content into new platforms. For example, on mom.com Brittney Muller explains that if a site has a popular how to article, then it is worth it to take the time and republish it on more platforms like youtube, or make a powerpoint, or even a podcast. These different channels for your content will give the audience more ways of finding the content as well as more ways to enjoy it or consume it.

https://moz.com/blog/refurbishing-top-content

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Promoting Ads Through Multiple Channels

When promoting an ad across multiple channels, it is important to consider the different ways to collect data. Tagging, being one of the aspects of collecting data is important. When using URLs tagging is required for the ads. URLs themselves can be edited with URL builder. During the process of adding fields to the URL, you will want to think about the fields that you want in it. The fields that are essential are Campaign source, Campaign Medium, Campaign term, Campaign content, and Campaign name.

Google analytics looks at the site that you just came form to figure out the the source. Whether the user is coming from a referral or a paid search, google uses the categories called source and medium to see where the user has originated from. This is where URL builder comes in. Instead of naming the traffic the way google does by default, you have the choice of different parameters. Google has its own way of classifying these parameters also. Using URL builder, various parameters, and tags is the best to see what channels are being used.

https://www.bounteous.com/insights/2017/09/19/campaign-links-in-google-analytics/?ns=l

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Target Your Consumer with Custom Affinity Audiences

What are Custom Affinity Audiences?

When targeting an audiences it may be helpful to know more about your consumers than just their general interests or demographic. Custom affinity Audiences allow for more targeted ads by looking at specific brands their interested in, or passions that the audiences has. Before creating an ad, you should have know the audiences interests and behaviors. Then, when you know your consumers interests and behaviors, you can create the custom affinity audience.

Why use Custom Affinity Audiences?

Custom Affinity Audiences give an advertiser more specific ways of targeting the audience. It allows advertisers to be more creative by entering useful details. According to Andreea Popa of searchscientits.com, when using custom affinity audiences, entering certain URLs, keywords, places, or useful apps is how advertisers can zone in on the audience. It is a great way of targeting your audience because in the end, rather than seeing an ad they don’t care about, the consumer will see ads more relevant to them.

Link: https://www.searchscientists.com/custom-affinity-audiences/

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What Site Tagging is and Why it is Useful

What is Site Tagging?

Tagging your site is a great way to track certain aspects of your site, and be able to figure out how to use the information to improve your site. Google Tag Manager is a great tool for this. Google is great at allowing you to measure and analyze in an organized way.

How Google Tag Manager Works

When using using Google Tag Manager, you can create tags to track anything you want. Whether you want to track a checkout page, pauses and plays on a video, or whether someone bought your product, Tag Management can help you track this. Instead of having to write code, you can just paste the code into the container. Additionally, Tag Management improves the load time of a sites pages. It eliminates the need for any developers. It’s easy to use without any help. Here is a video of Ryan Stewart, a Youtuber, that explains the benefits of Google Tag Manager and how it works.

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Current and Legacy Reports and Tools and Why You Should Use Them

Overview

Each tool has it’s unique use and it is important to know what each one does. The overview page, for example, lets you trouble shoot errors and monitor. The security issues report allows you to see if your site may be getting hacked and lets you fix the issue. All of the legacy tools are still active because a replacement has not been found for them. These tools are useful just like the current tools.

The Benefits of
Google Search Console’s Reports and Tools

One of the best SEO tools available is Google Search Console. These collections of tools can help you know weather your site is working right, diagnose problems, and ensure that is preforming well. The data highlighter tool is useful because you are able to highlight text and google shows tagging options. Another useful tool is the content keywords tool. This tool shows keywords that have to the most with your site and can help you determine how google categorizes it.

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The Advantage of using Digital Analytics for your Business

Digital analytics is important for marketing your businesses product or service. To keep up with other businesses using digital analytics and to market to potential customers, a business needs to know what the consumers want. Digital analytics can help you figure this out through keywords and trends.

https://www.simonpage.ac.ke/marketing/importance-of-digital-marketing-analytics/

In this article written by Shadrack Landi on Simon Page, there is an explanation for why digital analytics is important for understanding consumers. The information that can be acquired from analytics will help you segment and create an effective campaign.