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New Brand and Generic Channels in Universal Analytics

Segmentation is key to understanding online consumer behaviour and optimising your marketing channels.

A new innovation within Universal Analytics offers the opportunity to redefine your default marketing channels – splitting your Paid Search channel into Branded versus Generic terms as channels. This is important as it allows you to separately analyse the performance of brand and generic paid search terms which may have radically different performance metrics.

The setup of Brand and Generic Paid Search Channels in Google Analytics is pretty straight forward. Use the “Manage Brand Terms” section of the Admin page to enter terms that are used to find your company, brand or services. Google will start with a few suggestions but you can also add your own list.

After deciding on the keywords you want to use you will be prompted to allow Analytics to create two new channels in the Default Channel Grouping. Your Paid Search traffic will now be separated into Brand Paid Search and Generic Paid Search.

If you have previously modified the Default Channel Grouping you can update your report to include the new channels by using the new query type filters Brand and Generic.

Things to keep in mind:

The feature is currently being rolled out and so may not yet be available in all accounts.

There is only the option of splitting your Paid Search channel – the change (as yet) unfortunately doesn't apply to organic search.

Google My Business - A New Integrated Platform

Google recently announced the launch of Google My Business; a new feature which helps companies manage their google-related presence – such as Google+, search and maps – in one place.

What is Google My Business?

Google My Business is essentially a directory tool that will enable small businesses to increase their visibility online and garner a better understanding of their customers and effectively cater to their needs. The new platform is integrated with Google AdWords and it allows you to create and track campaigns that reveal valuable data about customers and their subsequent engagement with your services.

Making Use of the New Features

Regardless of whether you are a new or existing Google+ user, it is important to check that the map info, opening hours and other details you have provided for your business are up to date and that your profile conveys all the necessary information that your customers will need to get in touch with you. From the dashboard, you can…

      1. Host Hangouts that allow you to connect directly with your customers, sharing valuable experiences and attending to their queries in real time.
      2. Create photo albums that are aligned with your products and services as well as give customers a virtual tour of your business interior.  
      3. Use the ‘Review’ tool to monitor business reviews and track your customer ratings and insights over time. In addition, you will soon be able to manage all of this information on the go with Google My Business app launching soon on Android and iOS.

 

Adwords and Analytics Linking

Many companies have multiple Google Adwords accounts. Historically each account had to be linked one at a time to Google Analytics. For larger companies with many Adwords accounts this process was unecessarily cumbersome.

As a result Google recently announced an enhancement to the way Adwords accounts are linked to Google Analytics. The new process allows you to link multiple Adwords account at once with the option to see all available accounts within your Adwords MCC (My Client Centre).

Linking accounts now occurs at the property level rather than the account level - making it easier for companies with a large number of properties within a single account. This means that you can now manage Adwords linking with property level Edit permissions.

An Introduction to Google Tag Manager

Google Analytics is a fantastic tool for measuring interactions with your website. It enables you to assess your marketing channels, analyse visitor journeys and capture what really matters to your organisation via goals.

The setup of Google Analytics is also pretty easy – you simply add a snippet of code that you obtain from your Google Analytics count to your site – ensuring that it appears on all pages.

Out of the box Google Analytics however has some limitations in terms of what you can capture on your site by default. For example if you want to capture visitors downloading files, clicking onto email links or outbound links or watching a video you need to add some additional code to your site to capture these via event tracking or virtual page views. Historically this has been achieved using Javascript added to your site – for example to onClick events (to capture when people click on a link or other web page element) or JQuery code – a Javascript library.

Google Tag Manager is a free tool from Google that makes setting up event tracking and adding tags to your site a lot easier. Rather than rely on your web development team to make complex changes to your site you can now use Google Tag Manager to add the Google Analytics tracking snippet, set up events (for example to track downloads or form completions) and even add other non-Google related tags to your site (e.g. Floodlight).

Google Tag Manager has been designed to be relatively easy to use and with a little learning you are free to take full control over tracking on your site. You start by creating a Google Tag Manager account at – www.google.com/tagmanager and create a “container” for your site. It’s then a matter of adding your Analytics account, configuring any advanced options you want to use and adding event tracking and other tags as required. Once complete you copy the tag manager code to your site so that it appears just after the opening <body> tag.

Digital Marketing Internship

We're a digital marketing agency based in Clerkenwell in Central London.

We work with a wide range of clients and specialise in web analytics, PPC management and conversion optimisation.

We're currently looking for a digital marketing assistant for a 3 month paid internship.

The role will entail:

  • Assisting with the management of client campaigns
  • Reporting using tools such as Google Analytics
  • Assisting with business development activities

You'll receive in house training covering a range of activities and you'll be encouraged to work towards professional certification. For the right candidate there's a very good chance for this role to become a full time permanent position.

Essential Requirements:

Ideally you:

  • Will have had some exposure to digital marketing
  • Be broadly familiar with PPC and Google Analytics
  • Will have excellent communication skills - both in written and spoken English
  • Will have a good working knowledge of Microsoft Excel
  • Will have a high degree of numeracy - ideally with a good understanding of statistics
  • Be able to think creatively through problems within a business context

It's desirable that:

  • You'll have a relevant degree e.g. technology, science, one with a high degree of numeracy or marketing related
  • You’ll have had some prior exposure to website design including some knowledge of HTML. Knowledge of Javascript would be a huge plus.

Closing date for applications: 28th May 2014

To apply please send your CV and a covering letter explaining how you meet the requirements listed above. Applications should be emailed to info@andersanalytics.com.






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