Google has many useful features outside of their well known Google Search and Gmail. In fact, they have so many features that there’s a chance you don’t even know about all of them. A few of these features can help boost your business’ digital marketing efforts and support your data-driven digital marketing strategy.
If you’ve been in the digital space for some time, chances are you may have heard of Google Analytics. Google Analytics is a free dashboard that provides nearly every metric imaginable for your website.
Metrics for overall website traffic, demographics of your website visitors, and acquisition source for your web traffic can be especially useful to help you evaluate your business’ digital marketing efforts. If you invest a lot of your time crafting social media posts, but most of your visitors are coming from organic search, direct traffic, and email, then spending less time strategizing for social media may be a good move.
Or, maybe you run digital ads exclusively for the USA but you notice a lot of traffic is coming from other countries. This could indicate an ad error or show places that you aren’t currently marketing to but should consider.
Google Keyword Planner
If you’re creating content to put on your website to increase its SEO value (which you should be!) Google Keyword Planner is a great place to start. You can type in Google Search keywords that you would like your website to rank for in search results and see how many people per month are searching for those terms. The ones with a high search volume should be incorporated into your website copy and blog posts.
Google Keyword Planner should also be utilized before you launch any Google Ads campaign to ensure that you are choosing the right ad keywords and ad headlines.
Google Search Console
After you’ve done your keyword research and incorporated those terms into your website, Google Search Console is the place you can go to see if your website is appearing in search results and ranking for those set keywords.
You can also view how many impressions your website made on Google Search for those set keywords during a specific time period, your average search result position, your total clicks from Google, and your average click-thru rate.
Familiarizing yourself with these Google tools (and their many other tools!) will give you instant access to data that can directly help you tweak your company’s marketing strategy to reach more of your target audience and ensure that you’re spending your marketing dollars wisely.
54.9% of all websites use Google Analytics as a marketing tool.
Does your business need a strong digital marketing strategy? At KWSM, we create fully-customized marketing plans to attract and engage your audience.
CONTACT US to learn about how we can create an effective marketing strategy for your business.