Discover in this Google training how businesses can attract more customers online. She also explains how to improve search engine optimization (SEO) and use online advertising (SEM) to increase sales and visibility.
You will learn how to collect, analyze and turn consumer data into actionable insights using Google Analytics. A summary of the main principles mentioned in the training in the article below.
Google Analytics for whom, for what?
Google Analytics is a tracking tool developed by Google that collects and provides valuable information about websites. It is a powerful analytics program that helps websites and mobile apps understand their performance and how users use these platforms.
In the age of the digital internet, generating qualified traffic and converting leads is a challenge for many people. To overcome this challenge, it is necessary to be able to track and measure data relating to the performance of its website.
Offering a wide range of detailed reports, Google Analytics is the best way to get relevant and useful information about your website.
Learning more about Google Analytics and its many features is a relevant step. The link for Google training right after the article. As always you can access it for free.
Who can use Google Analytics?
Google Analytics is available to everyone, businesses and organizations on the Internet.
To use GA, you need a Google account. After that, you will be able to successfully install, configure, manage and use Google Analytics.
Depending on the software version you choose, you can decide what data you need to optimize your online presence and performance.
In other words, Google Analytics is suitable for those who want to:
– Measure and analyze their brand performance and find out what works and what doesn’t.
– Find solutions to the problems of their site, test it and improve it.
Together, the benchmarking tools made available provide clear answers to many questions that site owners often ask, such as:
– How many people visit the site?
– What attracts them and how do they navigate the site?
– What tools do visitors use and where do they come from?
– How many of these users come from different partners?
– What percentage of customers made a purchase based on the emails they received?
– How much time do users spend downloading the provided white paper?
– What are the main products and services that are most effective for your target audience?
- And so on.
Google Analytics is definitely an indispensable weapon for those who want to improve their website. I strongly advise you to start Google training soon after your reading. Mastering the different Google tools will help you enormously, whatever your project.
What is Google AdWords?
Before talking about Google Ads, it is necessary to briefly discuss SEO and advertising, because many people confuse these two concepts.
The first word SEO refers to an optimization of your presence and designates a set of techniques aimed at improving your positions in the organic results of the various search engines (Google, Bing, Yahoo, etc.).
The second SEA concerns paid advertising in search engines: at Google, ads are displayed according to the search results of Internet users who, through the Adwords platform, choose the keywords they wish to target. The price depends on the number of times the ad appears in search results and the number of clicks.
Benefits of advertising on Google
Better targeting
If you advertise on Google, you can expect your ad to appear on the first page of the search engine and above organic search results. This makes Google Ads the perfect tool if you want to improve your rankings.
Reach more people
As statistics show, one of the benefits of advertising on Adwords is the ability to reach your target audience. The numbers show the power and influence of Google around the world.
- Google is the world's leading search engine and has a market share of over 90% in France.
- Adwords is the most used advertising solution.
- There are 44,7 million Internet users in France (according to Google).
- 16,2 million visits per day in France.
- 40,6 million visitors per month in France.
- 34,8 million unique users per month on mobile devices in France.
- 5,5 billion search queries per day on Google.
- 167 billion search queries per month on Google.
- Over 50% of searches are conducted from mobile devices.
Since most of Google's advertising traffic comes from mobile users, by showing ads on Adwords you are automatically targeting mobile users.
A rapid return on investment
One of the main advantages of online advertising (as opposed to long-term strategies like SEO) is that it can be measured almost instantly. Since the first recipes are known immediately after publication, strategies can be adapted very quickly.
From 24 hours after publication, you can measure the effectiveness of your ads in terms of clicks, impressions and conversions and see the first results.
Adwords advertising can also be an effective communication tool for the launch of new products or services and during seasonal campaigns.
Of course and once again educate yourself properly before spending your money. The Google training whose link is at the bottom of the page is essential for you. Enjoy it, it's free.
Only pay for what works
When you create an ad in Google Adwords, you can choose a bid strategy (CPC, CPM, CPP and others).
If someone didn't click on your ad, see it, and do nothing on your site after clicking, you don't have to pay.
Ultra-precise targeting
Paid search allows you to precisely target your audience. You can reach people searching for your products or services by showing your ads when they search with the keywords you enter.
You can limit your targeted search to specific areas and languages. You can also choose the date and time your AdWords ads show. So you reach the right people at the right time and in the right place.
Another benefit of Google AdWords is that you can target ads to users who have visited your site before.
You can manage your campaigns from start to finish as you see fit
Create distribution zones and plans based on your goals so you can advertise anywhere, anytime.
If you want to edit your paid search campaign, update your ad, change your landing page, add new keywords, or make other changes, you can do so at any time through Google Adwords.
The same principle applies to budgets. If you think it needs to be increased or decreased, you can change it at any time. For example, if you sell seasonal products like toys, you can increase your budget in November and December, just before Christmas.
What digital channels should you focus on based on your business?
Local marketing has become an important tool for retailers. However, they face a big dilemma when developing a strategy: choosing the right digital communication channels.
Which channels to choose, which external and internal communication tools to use, which communication tools to use according to the objective and your activity? Here's everything you need to know.
How do you define your communication objectives?
Before you act, you need to know where you are going. In other words, you need to know what the goals of your digital communication strategy are. These objectives can be very different depending on the company and the sector.
Are you creating a business? If so, you need to start advertising quickly to get your first customers. On the other hand, if you are already well established, your local marketing goals may be very different.
- Improve or update your brand image.
- Attract new audiences and expand your customer base.
- Retain existing customers.
- Promote new products or services.
Communication is therefore not only a question of information. It is about identifying strengths, weaknesses and opportunities. Depending on the situation, you can set appropriate goals to achieve them. However, the choice of digital communication channels also largely depends on the target group you want to reach.
How do you define your target group?
Focus your messages on your target group. Segmentation is the key to effective marketing campaigns and better customer relationships.
Whether you want to retain your core users or attract new customer segments, you need to define exactly who you want to reach. You can use different criteria for this.
- Geographical location
- Age
- Genre
- Income level
- Center of interest
By taking into account the individual characteristics of customers, you can create a profile of your ideal customer based on the criteria important to him. However, there is a specific criterion for the choice of digital communication channels: age.
Every age group has their favorite websites and social networks. Whether you communicate with teenagers, adults or even business people, the way they communicate is noticeably different.
How to choose the right channel for your digital communication?
Once you've defined your goals and know who you want to reach, it's time to look at the different channels.
Social media
If there is one channel that cannot be ignored, it is social media. It offers a number of benefits for businesses.
First of all, these platforms make it possible to form a community around individual points of sale and to retain them. This intimacy is necessary for companies to become more human and establish authentic relationships with each customer. Today, social media marketing and community management play an important role in maintaining brand image.
However, social media is also a great platform for native advertising, where you can place cheap ads and reach a very specific target audience. With just a few clicks, you can promote your business to relevant and targeted people.
Which social media to use depending on the target audience?
– Hotels and restaurants: Companies in this sector should not neglect platforms such as Tripadvisor, which are often used by potential customers.
– Adults: People between the ages of 18 and 40 already have experience with social media and may be Facebook and Twitter users. So stick to those platforms that young people stay away from. This age group also actively uses Instagram.
– Secondary school students: Although they are not as active online as young people, they are still more active and use traditional networks such as Facebook.
– Young people: Use platforms such as TikTok, Snapchat or Instagram as much as possible to reach young people under the age of 18.
– B2B segment: B2B companies prefer LinkedIn, which is the most important social network for these companies.
Google, Yahoo and others
Search engines are another important digital communication channel. Local search results are a great way to drive traffic.
It is also a widely used channel and most people are used to searching for products and services through Google.
In any case, it is important for companies not only to have a website, but also to optimize it for SEO. Regularly publishing relevant and quality blog posts is also a good way to optimize local SEO and attract new customers.
The B2B audience especially appreciates in-depth articles, white papers, and other content.
Another important communication tool for local businesses is the Google Business Profile (formerly Google My Business). This free business card can be created in minutes and will be visible in local search results.
Cellphones
The Internet has gone mobile. Smartphones now account for more than 55% of global internet traffic.
Internet 2.0 users prefer to have their mobile phone with them at all times and use it to search for information on the Internet. This is especially true for local searches.
Geolocation now makes it easier to find businesses near you. You have lost your keys ? So the first thing to do is to take your mobile phone and call the nearest locksmith.
But mobile phones aren't just for making calls. Social media also takes up a lot of space on these devices. Platforms like TikTok, Snapchat and Instagram are specifically designed for smartphones.
Most people between the ages of 12 and 40 own a smartphone, but older generations don't use it and use it differently. Despite this, mobile devices remain an effective channel to reach all audiences.
Email correspondence
Email is one of the oldest digital communication channels, but that doesn't make it obsolete. On the contrary, it is very effective when used correctly.
You should avoid this strategy, especially if your target audience is young, as young people are averse to using email. Older users still appreciate this form of communication and respond better to newsletters and other promotional emails.
Email is also an important part of digital marketing strategy for B2B companies. It's a great way to promote quality content and convert.
SMS Marketing
Finally, SMS is an option that should not be overlooked when it comes to customer acquisition. Thanks to geolocation or geotargeting, you can send personalized messages to the right people, at the right time and in the right place.
Do you have a clothing store in the city center? SMS marketing can encourage shoppers who pass by your store by automatically sending them discount codes.
This channel is also suitable for a younger audience, as it is essential to have a smartphone (or at least a mobile phone).
Why choose a multi-channel marketing strategy?
Should you choose one digital communication channel and ignore the others? Of course not.
A multi-channel strategy is key to providing customers with the best possible experience and generating revenue. This means using different channels simultaneously, including social media, advertising, mobile, and email.
However, it is not enough to combine them. It's not just about finding the right mix of channels, it's also about managing them.
Social media, search engines and email. Digital communication channels are endless. However, each of them has its own characteristics. Depending on your target audience and goals, it's important to create a strategy for each channel. This way, you can increase the effectiveness of your online marketing efforts and achieve lasting results.
