Articles related to Web Analytics.

Difference between codes Google Adwords and Google Analytics

Today I started to teach my classes in the Master Search Engine IDEC-UPFSo I start to get interesting questions in the forum of students. I think some of them may also be of interest to people outside the master, so here's one: the question student at the user level, what is the difference between codes Google Adwords and Google Analytics, and where can find.

Conversion codes Google Adwords

Conversion codes Google Adwords You are provided this service and should be included on the final page of what you consider to be a conversion. For example, if you have an e-commerce, must be codes on page: "gracias.php" ie last page of the checkout process, in which you thank you for purchasing.

Thus, when a user who has entered your site from an Adword, completes a purchase, Google Adwords knows why not perceived this, the user activates the code and Adwords account that can offer it as a sale, which makes statistics on how many customers have achieved through ads and how much it cost you to get each of them ... without this code can only tell you how many visitors you had and how much it cost you to get them.

The conversion code you find Google Adwords Adwords menu under Tools -> Conversions.

Google Analytics codes

On the other hand, are codes google Analytics. Estos deben incluirse en todas las páginas del sitio web, de esta manera, Google puede ir haciendo el seguimiento de qué hacen los usuarios en ella. Los encontrarás en Administrador –> Propiedad –> Información de seguimiento –> Códigos de Seguimiento.

Para conocer las conversiones de tu web desde Google Analytics, no hay códigos especiales, debes ir a Administrador –> Ver –> Objetivos–>Crear objetivo y allí le indicas que el objetivo es llegar a la URL “gracias.php” y así Google Analytics sabe cuántos usuarios han llegado allí y por lo tanto, cuántos clientes has tenido. También sabe de dónde venían, por donde han navegado antes de iniciar la compra, y si tienen una sesión de Google abierta, puede saber si son hombres, mujeres, la edad y sus intereses… un montón de cosas, vaya.

As you can see, the two systems are different but have similar goals, although one is oriented control of ROI in advertising campaigns and the other not.

Google Tag Manager

To simplify a bit the whole issue of putting the codes, Google created a few years ago Google Tag Manager. A system that once installed on your website, allows steps which codes you want to put it through a friendly form found on the website of Tag Manager. This has greatly simplified the life of marketing agencies and marketers of companies in which the web carries a technical department, which is not always a priority to include a couple of labels that has asked the marketing department. If this is not your problem, the tag manager does not offer much more ...

I hope the answer has been helpful.

A hug

Montse.

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

Find out why Google Adwords and Google Analytics show different results

These days I'm giving my classes in the Master Search Engine IDEC-UPFSo I have a lot of students asking questions about Google Adwords, SEO and Google Analytics.

One of the recurring questions is "why when I check the results of a campaign Adwords these do not match the data provided by Google Analytics me".

Well ... I'm not going to write an article on why reaching forth since Google already has done for me :-)
Here is a link that Google explains each of the parameters that differ in control Adwords campaigns about Google Analytics and why they differ.

Document: Why Google Adwords and Google Analytics show different results.

I hope you find it useful.

A big hug.

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

The importance of branding online

If your website is aimed at getting business contacts and if you sell your company are not products if no services, branding online should be your priority.

What is branding online?

we call "branding online” or “online branding"Management of brand reputation / person Internet, using the tools of digital marketing.

Why online branding so important? (Especially for service providers)

When you want to sell is not a tangible product, the customer must decide based on the information available on this service, either on your website or is in third. The reputation you create around your company is what will end up deciding the sale.

The online branding and the basic techniques of digital marketing.

SEO

More than 90% of searches in the Spanish internet are made from Google (Source: Global Stats) So the main tool for managing your online branding is SEO (natural search engine rankings).

Find your brand, your company name, the name of some of your managers and manages well the image you are offering in Google.

Orients the website to customers, not products

I mean, this is one of the principles of relationship marketing, customer orientation, as opposed to product orientation. To do this, divide your customers into 3 or 4 market segments, and on your website, create a zone for each of them. In these areas, use their vocabulary, images that you can feel reflected and talk about their needs and concerns. Explain how your services or your products can solve.

Example 1: www.dell.es -> Seen as separate private companies.

Example 2: www.tnc.cat -> Create sections for notes as "schools", "business", "university", etc.

Testimonials from your customers

No matter what you say about your brand, anything said by one of your customers has much more credibility. So using customer testimonials that have fidelizados to convey the brand image you want to show your future customers.

The testimony can post on your website and social networks.

Public relations are useful

Use them to:

  1. To improve SEO. A link to your site, published in online media, improve your search engine positioning. So do not forget to include links to your website in the press releases you send to the media.
  2. To improve branding. Creates "a section of the typewhat the press says about us"And every time you publish something about your company, cítalo in this section and linkea the source. As in the case of testimony, the press is much more credible than anything you can say you anywhere. Also post on social networks.

Social networks and online branding

Uses social networks to transmit your brand values ​​and get your website to display statistics "followers”, “likes"Or whatever ... (if they are good :-)

Make a good benchmark before starting

It is important to know what your competition is transmitted, how it does it, and what results they are getting.

Here you will find an article I wrote about "How to make a benchmark". It can be of great utility.

Google Analytics will also help

Check the bounce rate on your homepage (you will see in Google -> Reports -> Behavior -> Site Content -> All pages). The ratio of rebound of a corporate website should not exceed 35% of visits. If you get through it, reviews the design, usability, site speed and content of the home page. Do not give up until you get 35% or less.

(He Rebound ratio indicates the percentage of users who enter our website and leave without browsing any page. Here you will find an article on how to lose Rebound Ratio of a website)

Take control of managing your brand's reputation (whether it is your company as if it is your personal brand), and not let it be the chance to decide what image you project.

Tempers!

We talk to each other.

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

Connecting Google Analytics with Google Webmasters

Every day I meet my students have trouble connecting these two services Google. The truth is that most of Google Analytics features are very well explained, but instead activating this connection it is not.

So to facilitate the work, here's this video that explained the advantages of having this connection and how we do it.

I am responding to questions through 3isic Youtube channel, The Research Institute that I have the pleasure of directing, but if you have any questions in particular can also raise it through a comment on this blog post and will look to answer you as soon as possible.

I hope you find it useful.

A big hug.

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

How to lower the bounce rate of a website

This morning is participating in the forum of my subject in the Master in Finders taught at IDEC (Pompeu Fabra University) and I saw that some students were not clear what the Rebound ratio a website and what might be the causes that lead us to exceed the number that would be logical.

It seemed to me that the answer was worth it to be shared in this blog in addition to the student forum. So here goes:

What is the bounce rate of a website and how to bring it down

He rebound ratio or bounce rate is the number of people entering the site but not navigate the, divided by the total website visits.

That is, reflects views that do nothing on our website, maybe ... but read (although the latter can not be sure). If not they clicked on any part of our website, Google Analytics (or analytical system you're using) can not calculate how long they have been on the site and also counts as the rebound.

Our bounce rate should never exceed 40% (for a corporate website or an e-commerce) ... if exceeded this figure is that something goes wrong. The causes can be:

  1. Visitors who come to our website, not part of the segments of our target audience and therefore are not interested in our ... and go -> users coming from a poorly made or fraudulent advertising campaign would be in this subset but here users would also be arriving by SEO done without clear objectives.
  2. The prices of our products are beyond market, and therefore users the look and leave.
  3. The web is too slow ... and therefore endure downloading a page but I think 2 times before going sailing.
  4. The usability of our website is terrible and users do not know what to do to keep browsing or read more information.
  5. Users are browsing on a mobile device and have no version for these devices or our website is not responsive (That automatically adapts to any screen resolution).
  6. The design is unprofessional and therefore, the image conveyed by our company as well. Users do not take us seriously and go.

This applies to corporate websites. For a website type blog, the bounce rate may be somewhat higher (60% approx.) And not pass anything because many users are recurring visits (visits have been other times) ... may the user reach the website , read the new blog post and leave. They will not read more because they have read the other information.

In a blog type website, we should review the bounce rate of new visits, and get interested in these other related items, or the most read, the most shared, etc. In the case of the new, the bounce rate itself should be below 40%.

How to improve the ratio of rebound of a website

Noting the causes we can intuit how to reduce Rebound ratio:

  1. Before raising our our SEO and online advertising campaigns (SEM and the rest) we must be clear who is our target audience, Which segments comprise it, how are the people who are part of the segment, which will search Google, which websites visited, etc ... that is, we must do a good marketing analysis before executing any action.
  2. Before raising any action we make a good analysis of competition. We must know what the prices are competitive, their value proposition, what sets us apart from it ... Thus, although our prices are higher can argue why users should buy our products and not those of our competitors.
  3. The website should be tested by someone. The problem of speed and usability problem could have been detected with a beta-tester (someone try our website before publishing the final version). With a good testing also we would detect lack of persuasion, or lack of realization of the goal of the website. So it is 100% recommended that four or five people who do not know the web, testeen before us and we can observe what they do it, how they navigate and what are fixed.
  4. At the moment it is out of place not consider having at least one web responsive. We would be losing almost 30% of visits (depending on the sector in which we move, in tourism, we would be losing a lot more).
  5. A corporate website should reflect a professional image 100%. Today, with the large number of inserts of payment for WordPress, Joomla, Magento or any other manager and content, there is no excuse not to enjoy a professional design on our website.

So now you know ... check out these 5 points and make sure the bounce rate of your website That's the right one.

I hope these tips will be useful.

A hug.

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

Use Google Analytics in real time

Google Analytics en tiempo realIt is possible that all the hustle involved Christmas and the days leading up to it, you have not noticed that in google Analytics now it offers data about visits to your website in real time.

The truth is that since a few months ago google Analytics displays real-time data (the Google news was made on 29 September), but talking to students and clients I realize that many people are not aware of it, especially because Google only displays this data in the new version of the Web interface and people accustomed to the old it costs a little change.

View real-time data is useful for many tasks:

  • To monitor in real time an advertising campaign (Adwords or not).
  • To see immediately the effect of a message posted on Twitter or Facebook on our website.
  • The effect of an appearance on traditional media.
  • And why not, to satisfy your curiosity also in real time.

Knowing the real-time data instead of the 2 or 3 regular hours can give us a good margin for maneuver to change the settings of any campaign or to modify the landing page of an announcement so that we can further increase the conversion our visits.

In short, if you have not already done so, this is a good reason to go and the new version of google Analytics and adapt to the new way to display data from our website.

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

Interesting report on benchmarking on the Internet

Netsuus just published the results of a survey on benchmarking on the internet that made last March.

This report is doubly interesting: apart from the results shown, it is really interesting to know what other benchmarking tools people use and why he does it.

For example, in the table dedicated to measurement tools position Internet competition are up to 16 different tools.

The most popular is Alexa (www.alexa.com), Followed by Google Trends (www.google.com/trends) and by Google Insights for Search (www.google.com/insights/search/?hl=es# ). The latter tool, I was surprised to find it so high on the list of benchmarking tools, to get to see her again I realized how much he has improved since the last time I went (though no longer a sophisticated version of google Trends). After these three, we find Google Adplanner (www.google.com/adplanner/), Which is useful to know data pages that support advertising, and after her encounter Netsuus (www.netsuus.com), Which specializes in creating custom reports.

I do not handed me the list ... it's better that you check yourself / a and see what tools you know and what tools should know (it is No. 3 table the report).

It is also interesting to see what people desería know about your competition (number 6 of the report table): what most people want to know is If the ad campaigns are performing their competence or are not effectiveFollowed by knowing how to get traffic capture and how they get converted. So ... in other words, we want to know exactly the online marketing strategy of our competitors. :-)

It is not easy to get this information, but with patience and knowledge, yes we can get to know (this is what we do in practical classes benchmarking).

Companies also want to know the degree of customer satisfaction competition, the actions they take in social networks and keywords reference to its competitors.

Again, not handed me ... look at the report when you have a moment of calm. The most interesting are not the results of the survey, are the items shown on it (the tools that companies use the knowledge they gain, which would like to know, etc.).

To download the report, simply to click here: Informe sobre Netsuus bechmarking online

I hope this information is useful.

We talk to each other.

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

On July 23 course Website Creation with WordPress

Following requests received from some of my students next Friday, July 23 I impart a special meeting for all students in any of the Masters where I teach en la UAB. This class is open to students in the 2010 editions as alumni of the 2009 editions.

In principle, students can attend this class should receive a notice from the university in their emails.

Class: Creating a website using WordPress as content manager.
DayFriday 23 at 10am
Place: Graduate School of the UAB (room to be confirmed)
Cost: for free.

Duration of the class: About 4 hours, although if they wish, students may leave as soon as they have the website online and running.

What we learn: aprenderemos cómo descargar el software para la gestión de contenidos (WordPress), cómo utilizar un cliente de FTP (File Transfer Protocol) para subir ficheros a un servidor, cómo crear una base de datos y un usuario para esa base de datos, cómo instalar WordPress en un hosting, cómo configurarlo, cómo cambiar el diseño original de WordPress utilizando nuevas plantillas, cómo editar una plantilla y cómo entrar el contenido al sitio web. Si tenemos tiempo y todo sale bien a la primera, también veremos cómo abrir una cuenta en Google Analytics y cómo incluir los códigos de seguimiendo en WordPress para poder analizar el tráfico de la página web que habremos creado.

Example of some corporate websites created by our team using WordPress: www.fertilaiser.com, www.restaurantinsolit.com, www.sixtytwohotel.com, www.albumdigitalcanarias.com, www.biciescapa.com, www.top-noticias.com and of course, this blog www.montsepenarroya.com

What you need: While the class to follow and end up getting a perfectly functional website you must have the following

Having all this takes an active couple of days ... so do not wait to the last minute to buy it because it will serve to have it ready in class. A class you must arrive with the login and password control panel of the contracted accommodation. This will be sent by email when you make the hiring of hosting.

If someone does not want to buy a domain or hire a hosting but want to follow the class, you can do it anyway. I will live installation screen classroom.

If someone wants to start the installation without the class, here's a good tutorial on how:
http://info.cdmon.com/index.php?page=instalacion-wordpress&hl=esp in case of emergency we can see in class what happened.

What you learn in this class will serve to install any type of content management system (including electronic commerce). You will see how in a morning get a fully functional website!

Class language: It is possible that this class students of the Master is aimed at Euroasian International Business, if any of them do not speak Castilian class would be taught in English ... but do not suffer because'll going table to table checking what you are about doing and helping those who have difficulties.

If you are a student and the week of July 23 has not yet received the notice from the university and wish to attend this class, please send me an email.

See, a hug.

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

How to Make a Benchmark

Yesterday I had the pleasure of teaching the first session of the new edition of Digital Marketing Course for Cultural Industries organized by the SDE (Servei and Business Development, the Catalan Institute of Cultural Industries).

This course consists of two parts, one aimed at discovering how it should be the website of a company dedicated to some kind of cultural industry and the other more properly dedicated to Digital Marketing part. At the beginning of this second part we saw 2 of the main techniques to attract visitors (SEO and the tools of Web 2.0). The other techniques will be discussed during today's class.

In my class yesterday one of the points we saw was the Benchmarking and explained to the students that can not be Marketing regardless of the market and therefore it is essential that we know what our position on the companies with which we compete or regarding companies similar to ours.

How to make a benchmark?

This requires defining the variables we want to analyze, to know what our position is based on these variables, see what the position of the competition, then, is ideal capture it all in a positioning map.

The variables that I propose in my classes are as follows:

Benchmark technical level:Ficha de competencia/benckmark

  • How many pages indexed in Google have a website? (: (Without quotation marks and domain name who wish to analyze) in Google this information looking for "nombredominio.com site" is obtained).
  • What PageRank has a website? (Obtained from the Google toolbar, any SEO plugin or from an online tool).
  • How many pages are linking to the page you analyze? (I recommend obtaining these data from which Alexa.com offers).
  • What position does that website ranking in Alexa.com?

Marketing Benchmark level:

  • What is the target audience for that enterprise and which segments attacks through its online communication?
  • What is your value proposition?
  • What Digital Marketing actions have detected that performs this company? (This can see watching who linkea to page [online news, blogs, directories ...] and looking for his name on Google [see social networking profiles, quotes, articles, etc.]).
  • What features we would highlight their website.

With this a good record for each of our competitors and also for our own company is obtained. And these data will help us know where we want to be, where we want to go and how we will do it.

The positioning map that I use is a graph showing bubble techniques 3 variables: the PageRank (the radius of the bubble), the position in the Alexa ranking (egComo hacer un benchmarkand abscissa) and the size of the page (vertical axis).

The attached image is of one of these maps, the other image corresponds to a record of competence (in this case corresponds to a theater).

Yesterday I promised the students would write this post and would hang up Excel I had created from the websites of some of the companies attending the class, so that you have sample and was not needed to start it from scratch (the graph it is complicated to make, the axis scales are logarithmic, the axes are reversed so that the best position appears on the top right, and definitely not a chart by selecting data from a table is displayed by pressing a button ... of Hence recommend students to use mine as a basis for their work).

Anyway ... here goes the Excel worksheet for creating the graphic benchmarking.
Excel Chart "How to Make a Benchmark"For you to base.

(If you do not see the graphic good or bubbles are not 3D is because you are using an older version of Excel. Although I have saved the file in .xls format so that everyone can open, you are actually created using the .xlsx )

I hope you find it useful and now already know cow do a good benchmark.

If you attended the event and want the full-slide of the entire course of Digital Marketing for Cultural Industries, recalls that shortly the SDE will send an email with a link to their servers from which you can download.

A hug.

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.