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


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.

Advanced Course in Girona WordPress

On April 14 I have the pleasure of teaching in Girona (at Parc Ttecnològic UDG) course Advanced WordPress, Designed for all those students who participated in the first two editions of Course for Creating WordPress Tourist Websites, They can expand their knowledge.

In this course we will see the following topics:

  • How to improve WordPress SEO.
  • How to install Google Analytics codes on our WordPress and how to define the objectives and the conversion funnel page, Google Analytics (it is recommended that students come to training with the access data to your Google Analytics account. If do not have it, they can register
  • How to embed videos and other content in WordPress.
  • What are the best plugins to enhance your WordPress. With these plugins we can: create a good contact form, get a multilingual site, include the "likes" of Facebook and the "Twit this" Twitter, connect with our WordPress Twitter, etc.
  • How the payment templates work and how we can change the design of the same.
  • How the e-commerce plugin for WordPress.
  • How to start having subscribers (see how to install the different services of Feedburner)

In the second half of the course we will deal specifically how it should be the website of our hotel or tourist establishment. We will see

  • How to create a good who we are.
  • How to create a good where we are.
  • How to create tabs room.
  • How to create pages for different market segments (for families with children, business tourism, event, etc.)
  • How to create landing pages (landing pages) for our SEM campaigns (see how to create pages that do not go and get the menu, and see how to include contact forms on a particular page)
  • How to create a nice favicon (if you know what a favicon click here: What is a favicon)

The course will last for 4 hours and will start at 10 am on April 14.

This is an advanced course so taken for granted that all students have installed WordPress and know it to work at a basic level (create a page, create an entry, create a category, download a theme, download a plugin, etc. ). People who know me know I would do anything to help others, but in this case I will stand and not spend time on basic issues related to WordPress and even less, to issues related to the installation of the program.

If you think you may be interested in attending the course, you will find more information here: Advanced Course WordPress for Tourist companies

See you in Girona.

A hug.

Microsegmentation and Marketing 2.0

What is microsegmentation?

The microsegmentación It is a technique that involves dividing the target audience of an almost unique product or service in parts as small as possible ... in really very very small segments.

Many of these segments, so far, were out of the market because they did not represent sufficient critical mass to be considered profitable and therefore were not attacked by advertising or customized products.

This has changed with the advent of the internet and now the cost of reaching these segments and prepare an offer specially designed for them, has made itself considered profitable part of the market, and therefore the microsegmentación is an increasingly used practice because of the good results obtained using it.

The Long Tail and microsegmentation

This marketing concept that involves dividing the target audience and take it into consideration micro segments commercially, is what he calls "The Long Tail" or "the long tail"And it is typical of the new internet, what we call Web 2.0.

It is the opposite to Pareto PrincipleA classical principle in economics and marketing. The Pareto principle postulates that 20% of an action will produce 80% of the effects, while the remaining 80% originates only 20% of the effects.

The Long Tail principle has many advantages, including the following:

  • Thanks to techniques such as SEO or SEM attacking the cost of micro segments is actually very low. In fact, in SEM, the more specific are the words we buy, the less people will buy them and therefore have lower cost.
  • Thanks to microsegmentation can get CTR (click through rate) higher in our campaigns, which allows, for example, improve our position in the sorting algorithm results Adwords, at no cost to us.
  • As few companies practicing Marketing 2.0 these segments will be attacked by few people and have more chances that our message reaches our target audience successfully.

So you know ... the next time you make a campaign of any kind, think of micro segments and creates content / ads for each of them.

Adwords and Adsense Google now also on the mobile phone

I just read that Google is testing AdSense for mobile applications, designed to be read from iPhones and from phones that use Android.

Until now, you could only hire Adwords searches on Google from mobile devices, but not Adsense (Google ads on web pages that belong to the Google content network). It seems that this will change.

In the video I show below these lines we can see one of the developers of software for advanced mobile phone, talking about how wonderful it will be able to insert ads into their applications.

The truth is that I feel a little divided about it. On the one hand, I am delighted that software developers and content for mobile phones will have a good way to monetize their applications, which hopefully result in offering free content to the user community. On the other hand, I feel bad that mobile browsing becomes an obstacle to try to move avoiding advertising ...

More information about how the service works, here: more info on Adwords Mobile

We talk to each other.

Is it effective Google advertising among children under 25 years?

Judging by the headlines published in the press, it seems that this issue is the one that has preoccupied the media who have followed up our study of Eyetracking applied to Search Engine Marketing.

The truth is that in point 5 of our study we wondered if search engine advertising was still effective, and we concluded that yes, although we indicated as an observation that if a search for something specific (like the name of a hotel) segmentábamos 54 tests by age, we could see that none of the people in the age group under 25 years had looked at the Adwords side.Eyetracking menores 25

The Adwords Central looked almost everyone, but the sides were ignored by the vast majority of youth who participated in the study.

When asked users under 25 why they had not looked at the Adwords side, indicated that they had not done so because "It is advertising”.

If we look at the picture show with these words can observe the phenomenon. In this case, requesting find the website "Hotel Pulitzer Barcelona"And users could find it in Google Maps and the first SEO results. The heat map we see is the record built from the gaze of all those under 25 years.

The heat map created from other users is quite different, and shows even clicks on adwords side. (See second image)

The study also commented on the fact that in many cases, young people believe that advertising does not deserve your attention, it was an important issue and worthwhile treat in more detail some other time.

Let's treat now with a little more depth.

Theories of Postmodern Communication

These theories base their argument on the fact that Marketing is so pervasive in our society (the Consumer Society) Which certain groups to start to be immune to traditional marketing communications, including advertising.Eyetracking Hotel Pulitzer

Durante años nos hemos preocupado por cómo afectaría a nuestros hijos el gran número de impactos publicitarios que reciben desde que son niños hasta su madurez (al menos, como madre de 3, para mí ha sido un tema de especial interés y preocupación). Pues bien… parece que no había para tanto. El gran número de impactos publicitarios, sumado a su conocimiento sobre cómo funciona la Sociedad de Consumo, los ha hecho inmunes a una gran parte de la publicidad a la que están sometidos.

And not only they are immune, but have even appeared movements and anti-advertising groups. People who question the behavior of our own consumerist society, and some unethical practices of certain companies. The aim of these movements is to recover a life without much publicity. See for example Adbusters.

Is the end of the "era of Marketing"?

No, of course. It is only to some marketing activities and including some types of advertising.

Philip Kotler in his "10 Principles for the New Marketing"Assumes that Marketing as we know it is finished due to saturation of Marketing Communications and Advertising we receive, and must evolve into something much more in keeping with our time, in which the immediacy of information and total segmentation, have changed our consumption habits.

The truth is that marketing is so important in our society, as consumers increasingly have more knowledge on this subject. The implication of this is that consumers now are highly educated in marketing and advertising campaigns, public relations, direct marketing, etc. And therefore know all the tools and techniques used in communications with the intention to attract their attention, which to some extent makes them immune to them.

This causes the Marketing professionals have to seek new forms of communication to convey their messages. This is the Postmodern Communication, Internet and has a good field for expansion.

Are the Adwords Postmodern a form of advertising?

The term postmodern was coined in the 70s and refers to a type of society in which the lack of predictability and erratic vision of the world around us, as opposed to a science-based, objective knowledge world, laws are evidence universal and logical reasoning, which was where the "modern" world was based.

Applied to Marketing, this term refers to a type of communication oriented satisfy consumer habits at the individual level, the importance of brands when making a purchase decision, the importance of ensuring that individuals are not consumers feel normal, and the increasing intrusion of advertising in all areas of our life.

Because unfortunately, for a large part of society, what we consume comes to define who we are, from the point of view of advertisers it is extremely important to get their messages to each individual, no matter how difficult. Hence new types of advertising and marketing communication messages appear.

In this regard, Adwords, Communication can be considered Postmodern if we consider that segmentation can reach almost one to one. Also in the sense that intrude in many of our activities on the internet (to read the online press, to consult a search engine, to watch videos, etc ...). So the answer to the first question is "yes", the Adwords They can be considered a form of postmodern marketing communication.

To be a postmodern communication makes them more effective?

The Adwords no longer an ad in many cases easily identifiable. And therefore, as we have seen in the heat maps, users are able to detect and classify it as advertising, which reduces their effectiveness, especially if they are located away from information that is relevant to them. Hence Adwords plants are more effective than the Adwords side.

As for saturation, in this study we have found that certainly the youngest segments of our population begin to be saturated with advertising and have become immune to it. All that considered advertising no longer of interest to them. If they can not even look to the areas where advertising is.

We have seen even some of them go so far as to consider advertising the results of Google Maps and not watch them. Fortunately, not in all cases so, as we can see in the first heat map we have shown. Map I remember again, is only for users under 25 years.

The other looked at over 25 advertising side, as shown in the second map.

Gloogle Trends - Trend Analyzer can help you improve your adwords campaigns

For several months, from Google Labs, Google offers a new tool for trends search of a term, or to compare search trends for two or more terms.

As Google notes, this tool is in beta, so their results are not 100% reliable, but still, the information you provide is useful and can make a good game of it.

How can we use Google Trends level Digital Marketing?

It is obvious that apart from the pleasure of satisfying our curiosity, Google Trends has more utilities. The most prominent is to supplement the selection tool of Google Adwords keywords.

Comparison between two or more terms for hiring Adwords

Although Google Adwords already offers a similar tool:

If we look for keywords related to "tourism in Barcelona" in the Google Adwords tool and select the "Volume Trends global search" option, we obtain the data shown in this image:

This information is useful to choose keywords for which we want our ad to show, but if we perform this same search on Google Trends comparing "Tourism in Barcelona" with "barcelona hotels", the result gives us is more complete and it allows us to improve much more the campaign.

La herramienta de Google Adwords nos indica las palabras clave relacionadas con la palabra inicial, pero Google Trends nos muestra la evolución de las búsquedas de esos términos, y la información sobre el origen de ésas búsquedas. Nos las puede mostrar incluso por ciudades. Y si seleccionamos una región en concreto, nos lo indica por ciudades de esa región. Esto nos puede ayudar mucho a crear nuestra campaña y a segmentarla correctamente.

Para términos en otros idiomas, aún es más importante la información sobre las búsquedas regionales. Por ejemplo, si la búsqueda la escribimos en Inglés: “Tourism in Barcelona”, y seleccionamos la tendencia por regiones, veremos las búsquedas de éste término por países.

Aunque los resultados de esta búsqueda creo que sí se ven afectados por el hecho de que se trata de una beta… por mi experiencia en marketing turístico no me parece lógico que la mayor parte de búsquedas realizadas en Google para el término en cuestión, estén hechas desde Irlanda… así que creo Google no tiene en cuenta todas las búsquedas de todos los Google’s locales de todo el mundo. Pero bueno… aún así, la información que nos ofrece es útil y ayuda a completar la información que obtenemos desde Google Adwords… y si ahora ya nos es útil, es de esperar que en un futuro próximo esta herramienta deje de ser beta y aún pueda sernos de más utilidad.

Do you know the changes in the algorithm of management of Google Adwords?

So far, the order in which your ad appeared depended on the amount of money you were willing to pay for it. But it is no longer true, since early December.

Google ha introducido un “factor calidad” en el algoritmo que ordena los resultados y que acaba decidiendo qué anuncios salen en primer lugar, en segundo, en tercero, etc. Y lo ha hecho para evitar que gente que no dispone de ciertos productos y contenidos compre las palabras clave y dirija tráfico a su web como si las tuviera. (Por ejemplo: comprando palabras que corresponden a productos de su competencia).

While some SEOs and are beginning to fear that the management of announcements through the Adwords process, end up being as dark as the sorting of search results, we share with Google the view that is good for all advertisers and for those who they clicked on the ads.

What is the "quality factor"?

As always with things that work well, there are those who abuse them to get more out than the rest. This has been going on with Google Adwords and Google now wants to remedy.

Google wants to make sure that the page you are directed once you have clicked on one of the ads, deals with what you are looking for.

So from now on, if the content of a page has nothing to do with what the user was looking at Google's announcement that page will be out in last position.

How to be in the top ad positions without having to pay more for it?

For it is clear ... maximizes the number of times the words on which you hired ads appear in the text of the page pointed to by the ad.

And of course, make the page that takes your ad (landing page) is different for each word. You can do this easily from the menu Adwords.

For example:

A user searches Google: "fireproof safe"
You have a company that manufactures security products and sell fireproof safes and have hired Adwords so that when someone searches for "alarm", "safe", "safety deposit boxes", etc. your ad appears on the right side of Google.

So far, the best advice I could give in this case was to have two ads, one for alarms and one for safety boxes. With that you make the decision to click on one of your ads is higher, because the ad talks about what the user is looking.

  • "Alarm" -> alarm annunciation
  • "Safe" -> announcement of safes

With the change in the algorithm, in addition to selecting an ad for each type of search, you have to select the page that will direct the ad.

Does not serve redirect to your homepage (such as Adwords system default does) because surely within your pages have a specific to that product and in it, the search word will have more relevance (will be written many more times).

This also is good for you too because if the user goes directly to a page that includes the content he wanted, will be much more willing to fill out forms requesting information about the product or to send an email asking for it.

If you do not have a specific page for each type of product that match the keywords you've hired on Google, then you should create them, or your ad will never appear in the top positions.

Tips to get the most out of your Google Adwords:

  1. Buy only the words that your target audience will search Google.
  2. Create landing pages (landing page) containing the keywords.
  3. Test more than one ad and invests in having the largest conversion.
  4. Concentrate your budget on the words with you get more conversions.

Google free access to their AdWords APIs

Some time ago rumor of a possible liberalization of APIs that control Google AdWords. So far the rumors were denied by the Internet giant, but yesterday things have changed.

It is possible to request access to APIs.

But what are the APIs Google AdWords? It is basically a programming code up to now not modifiable by anyone but Google- that allow advertisers and other companies use their own software interface.

On the one hand it is a bit disappointing when taking into account the expectations that had raised the rumor, since the APIs do not add new features to AdWords. With APIs you can do what you can do with the control panel already using Google advertisers. In essence what we are talking about is a greater degree of customization, the ability to tune in any of these three aspects:

  • Campaign management.
  • Campaign reports.
  • Traffic estimate.

To prevent abuse or spam AdWords APIs be associated with a maximum number of transactions per month for each advertiser. Each of these numbers maximum operations is calculated individually based on existing accounts.

With this move Google seeks to achieve two things. The first is to provide APIs that allow free expansion to large advertising companies and entry into markets until now inaccessible. And the second is that given a little more control to advertisers.

Hace un tiempo Amazon consiguió llegar a lugares impensables y con funcionalidades increíbles al liberalizar ciertas APIs y permitir que programadores de todo el mundo pudieran consultar el catálogo de Amazon en casi cualquier dispositivo. Como consecuencia de aquello al día de hoy existen formas realmente originales y potentes de usar Amazon para el usuario. Un ejemplo es algo que ya es realidad en algunos países asiáticos: una persona se para delante de una zapatería y quiere comprobar si unos zapatos son caros. Escanea el código de barras con su móvil (funcionalidad que ya incluyen algunos móviles en Japón y Corea) y entonces el producto se compara con el precio en Amazon y se obtienen ventajas y descuentos en caso de comprarlo online.

In the case of Google APIs liberalization it is not as wide, but it is an indisputable first step towards opening new markets and consolidating its dominant position.

If the expected logical evolution occurs it is more than likely in months or even weeks to see the first results of this new flexibility in AdWords.

Links of interest:

General page on the AdWords APIs

Information page of Google for request access to APIs

Blog of API AdWords

Forums discussion of the APIs