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Pages/Visit Goals: Why are They Important?

What are Pages/Visit Goals?

Pages/Visit goals is a tool on google analytics that helps a business owner track the number of pages that each visitor sees before they leave the site. When setting this goal up, you can either select greater than or less than for an amount of pages visited. If you choose the greater than, that means you just want to see engagement on the site. You would use less than to see if they actually went through each page (effectiveness of site). Although this tool is simple, it can help businesses redesign their website if they get negative data.

How Can This Help ProjectDigital?

This tool can be a large help because if implemented with the greater than function, the owner could see if people are actually navigating the site instead of leaving after they hit the home page. If they use the less than function on specific posts, then the owner would be able to see if people are actually clicking through to read the posts. If they get information back that people aren’t visiting a certain number of pages or if they are not meeting their goal, then they could change the layout to convince people to click through.

For more information on goal types, take a look at this article.

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Can SEO and PPC Campaigns Work Together?

What are SEO and PPC campaigns?

An SEO campaign, or search engine optimization, uses organic search results to optimize your businesses website on the search results page. If SEO is used, your website is much more likely to show up when people search for things. PPC campaigns, or pay-per-click campaigns, are the links that are at the top or the sidebar on the search results page. The businesses that put these ads there pay the search engine only when people click on the ad. These work to increase site traffic because the ads are right at the top of the search page, and placement plays a huge role in site traffic.

How can they work together?

Now that you know what these different campaigns are, how can they work together? If you are maximizing your efforts to properly use organic search optimization while you’re displaying ads at the same time, then you are putting your business in the best place possible to increase site traffic. In an article by semrush.com, they go into more depth on how to link these two different campaigns.

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

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A/B Testing: How Can It Help You?

What Is A/B Testing?

A/B testing is a way for a website owner to run experiments on their site to see what is the best way to increase user activity. The original site that you want to test is considered variable A, where as the changed or new version is considered B. With any experiment, you will need to create a hypothesis about the thing that you want to test. After that, you will be able to know exactly what changes you want to make on the B site. When the experiment is over, you will hopefully gain results that increase user activity on your site/page.

For me personally, I want to see if I can get more people who read my blogs to click the links that I provide at the bottom of each one. So my hypothesis would be, if I move the link from the bottom to the top of my blog, more people will click on that link. This will ultimately show me if people are fully engaged with my blog or not.

Example Hypothesis For a Business

For example, lets say that I am a website owner that sells phone cases. On my current site, I have a page that has all of my case options with links that bring you to the specific case that a customer clicks on. On those pages, there is a picture of the case, a description, a video, and then the add to cart button at the bottom. I have noticed that not a lot of customers have been clicking the video about the case, and even less are adding to their cart. My hypothesis is, if I move the video next to the picture, and put the add to cart button right below that with the description at the bottom, then customers are going to buy the case at a much higher rate. Now I will be able to see the results and make any changes necessary.

For more of a guide, use this link below.

https://hbr.org/2017/06/a-refresher-on-ab-testing

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Understanding Behavior can lead to Success

Why is Behavior Reporting Important?

As a business, understanding behavior reports is extremely important. Within google analytics, behavior reports allows you to look at what users are doing in various ways. Some examples are site search, site content, and events. Within site search, you can see what users are actually searching for on your site. Site content shows what is on your site and how many people are viewing it. Events shows what users are doing once they are on a specific page. For example you can see how far down the page a user is going, or you could see if they are interacting with links. Overall, these reports can show you where you may need to improve as a business.

How You Can Make User Interaction Increase.

In an article by Daisy Quaker, she explains how marketers can improve upon their blog traffic. Obviously, the more that people are interacting with your blog, the more likely they are to visit your site and possibly buy products. She explains that even when the products you are trying to sell may be boring, it is the marketers job to try and reel in as many people as possible. Some strategies that she recommended include, sponsoring events, writing like you, and using social media. By sponsoring events, people who are attending the event are directed towards the blog which automatically increases traffic. Since it is an event that they are attending, they will most likely be interested in the subject of the blog which will lead to more interaction. When she says writing like you, she simply means to write with your own voice. By doing this, the blog will resonate with a greater group of people. Lastly, using social media will give the marketer the information that people want to know. By seeing what people are having trouble with, the marketer will be able to make a blog that answers the questions that people have. All of these techniques are great ways to increase traffic on the blog, and the website.

https://moz.com/blog/grew-blog-traffic-by-650-percent

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Campaigns with Custom URLs: How to Do It

How to set up a Campaign

The first step in setting up your campaign URL is to select the variables that you will need. These variables are campaign source, campaign medium, and campaign name. The source shows the search engine, the medium shows the cpc and email, and the name shows the company product. From here, you would build your URL which starts with the URL itself, followed by a question mark and then your campaign variables. These variables are separated by ampersands.

How does this help you?

The URL builder allows the creator to analyze all of their marketing efforts in google analytics. This will allow them to see what may be working, or what they could possibly get rid of. As a company, you don’t ever want to waste money on marketing tactics that aren’t effective, and the URL builder allows you to track just that.

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Custom Affinity Audiences In Advertising

What Are Custom Affinity Audiences?

With custom affinity audiences, advertisers can target people who are more likely to use their brand. Advertisers do this by honing in on specific key words, websites that people go to, their lifestyles and passions, and tracking apps that people use. What makes custom affinity audiences so unique is that they are able to get very specific. For example, a fishing company will define their audience by focusing on key words that have to do with fishing. They will also track people who go to fishing websites and people who use fishing apps.

How Can Custom Affinity Audiences Help You?

Cassie Oumedian, Associate Director of Services at Hanapin Marketing, provides really good tips on how to utilize affinity audiences. Her three largest strategies are top performing placements, competitor targeting, and interest + custom affinity targeting. With these strategies an advertiser will be able to focus their ads on their top performing products, target/analyze competition, and get specific on who they should be targeting as a whole.

https://www.ppchero.com/3-killer-strategies-for-custom-affinity-audience-campaigns/

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The Importance of Google Tag Manager

What Does Tag Manager Do?

Google Tag Manager allows you to easily update measurement codes called tags on your website. With these tags, you can set up triggers which fire off when certain events occur. One example of a tag is the measurement of button clicks on your site. As a website owner, it is really useful to be able to see where people click on your site, and how many times.

Further Explanation

Once you have linked your website to Google Tag Manager, you are free to set whatever tags you want. For example, you can set a tag on your add to cart button which shows you how many people have at least thought about buying something. Within that, you could also set a tag on the check out button to see how many of those people actually bought the product. Depending on the results that you get, you can either try and change things up, or continue with what’s working.

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Comparison of Old & New Search Console

What is Google Search Console?

The first question that a person may have when asked about google search console is simply, what is it? Google describes their search console as an easy way to monitor, maintain, and troubleshoot your own website’s presence within google’s search results. This information is vital for any website owner who wants to evaluate their success. As time goes by, new tools are introduced into this program that assist in processing new information.

Newest Tools vs Legacy Tools

In google console today, many would say that one of the most important reports or tools is the AMP tool (accelerated mobile pages). With the evolution of mobile devices, users are much more likely to buy things off of those devices due to convenience. Google has recognized this and gives rankings boosts to mobile-friendly websites. With this tool, owners can evaluate their website’s mobile optimization. People are much more likely to use a website that is lightning fast over one that takes forever to load. So if the owner uses this tool, they can make any changes if needed. Legacy tools are tools that have been around for a long time and do not need to be updated as much. An example of one of these tools is the robots.txt tester which shows you whether your robots.txt file blocks Google web crawlers from specific URLs on your site. This is a simple security tool that doesn’t need to be updated like some of the new tools.

The article above describes some of the most useful tools that google search console has to offer.

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Analytics provide useful data for all businesses

In the business world, analytics are used in almost all facets of a company or industry. By collecting data on numerous variables like market trends or economic conditions, businesses are able to figure out how to maximize their success. https://www.whizlabs.com/blog/big-data-analytics-importance/

According to Amit Verma, big data is so important to businesses because it provides new opportunities and provides information to run their business more effectively.