3 Free Google Marketing Tools Your Agency Can’t Live Without
Every marketing team must go through the trials and tribulations of choosing and implementing an effective marketing stack. (i.e the group technologies used by your marketing team.) These free Google marketing tools are built to deliver marketers the information they need to build out effective strategies, develop a tactical plan, and measure the success of their efforts. Of course, not all tools are created equal, and the process of determining the right ones for you and your team is not always clear cut. Should you go with an all in one solution? Is the paid version of this tool better than it’s free counterpart? Is the company that offers this tool still going to be around next year?
In our experience as an agency, Google’s free marketing tools rarely fail to disappoint. Not only are their highly experienced product teams building out and constantly improving these tools, you can also be pretty confident that Google is not going out of business in the near future. They are reliable, set a high standard, and often offer capabilities that many private companies have been unable to replicate.
The following set of free tools offered by Google serve as the backbone of our marketing stack.
Likely the most household name on our list, Google Analytics is a must have pillar in the Google Business suite of tools. If you haven’t used the tool before, it records activity on your company website, measuring everything from unique visitors to time spent on site, to the various sources of traffic to your site.
This tool is extremely important in helping your organization measure exactly how users behave on your website, giving your team important insight on the efficacy of your user experience. In essence, it is data to drive key decisions on how you can improve your website, drive more sales, get more leads, keep users more engaged, or whatever the objective of your site may be.
Just as important as improving web experience is Google Analytics ability to provide insight on the behaviour of users that come from a specific marketing channel. Let’s say your marketing department is spending $10,000 per month on Facebook, Twitter, and LinkedIn ads. You would want to know the efficacy of each platform compared to one another, wouldn’t you? By tracking the traffic source through Google Analytics, you can learn exactly which channel drives more ROI for your business.
Google Tag Manager
Google Tag Manager is a supplementary tool to Google Analytics that is extremely important when it comes to measurement and attribution.
If you want to take your web analytics game to the next level, you will need to track very specific actions on your website – many of which are not natively tracked by Google Analytics. Every time a user takes an action on a website, they leave a digital footprint of that action that can be picked up by the Tag Manager tool.
Some common actions Tag Manager is used to track include contact submission forms, clicking a specific button, or when a user scrolls a specific percentage down your homepage. After a user takes the desired action, your Tag Manager “fires” off a tag in response. At this point, you can then view the activity in the “conversions” tab in Google Analytics. Accompanying your conversion numbers are even more important details on where, what, how, and by whom those goals were achieved.
This data is the fuel used to tweak and improve your tactics, attribute effectiveness to your marketing channels, and determine which digital strategies make your company money and which ones don’t.
An example of a conversions report in Google Analytics that has been customized for E-commerce.
Google Data Studio
Marketers can often run into a problem called “paralysis by analysis”. It is when they are dealing with far too many data points and are unable to draw meaningful correlations and insights.
When dealing with multiple marketing channels, you are likely dealing with organic social data, paid social data, search engine marketing data, PR/media intelligence data, website data, influencer marketing data … you get the picture. Jumping from platform to platform and exporting spreadsheets for comparison can be a frustrating experience, and it is one of those tasks that just does not feel optimized.
Enter Google Data Studio (GDS), an interactive, customizable dashboard that allows you to connect multiple data sources into a single dashboard from all of the above-mentioned platforms and many more. GDS will track your data in real time and allow you to visualize that data how you see best. Do you prefer pie charts or scatter plots? How you view your data is up to you.
Even better is GDS’s ability to export a “view only” dashboard you can provide to clients. This function frees you from constantly generating reports, allowing you to focus on providing insights and analysis.
An example of an interactive dashboard created in Google Data Studio.
For our team and our clients, these tools have proven to be invaluable. They improve processes, deliver information in a more timely manner, and support your most important marketing decisions.
Which Google Marketing Tools are your favourite?
If you need more help getting these tools set up, or driving more traffic to your site using these tools give us a call at (416) 318-8816.
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