Google Marketing Tools create awareness and enable brands to continually connect and engage with their customers. By doing this, you can help meet the needs of your customers that will hopefully result in long-term relationships. If utilized correctly, these various Google Tools can help your business thrive by ensuring your company has a strong digital brand and reputation. Many of the tools below can be used hand-in-hand, allowing you to meet objectives and learn the patterns of your customers in an effective way.
Google Ads is a paid advertising platform that falls under a marketing channel known as pay-per-click (PPC), where the advertiser pays per click on an ad. Google Ads is an efficient way to drive specific traffic to your website from customers who are searching for services such as yours. This allows your company’s ad to show up at the exact moment your target customer is searching for your service in a Google search. Google Ads can help you reach your campaign goals and can also span across multiple other channels such as YouTube.
Do you ever wonder how many visitors to your website are brand new versus returning? Or how long visitors are spending on your site? Google Analytics is a tool that will answer these questions and more. The source of website traffic, how long they spend on each page, average session duration, and page views are just a fraction of the metrics that Google Analytics can provide you.
Google is sunsetting the Universal Analytics version a lot of us are currently using next year. To learn more about its replacement, Google Analytics 4, check out our Seasoned Marketer or Hot Topic articles in this issue.
Google Search Console
Google Search Console is a free service offered by Google that helps you monitor, maintain, and troubleshoot your site’s presence in Google Search results. This can help you see how Google views your site and where there is room for improvement. Search Console will help you monitor your website traffic and optimize your site for search engines. This tool can be used in conjunction with others such as Google Analytics and Google Ads.
Google My Business
A Google Business Profile is an easy tool for a business to manage their online presence across Google, including the search feature as well as Google Maps. You are able to verify your business, edit your business information, hours, add photos, and more to make it easier to find your business in a general search.
Google PageSpeed Insights is a free tool to help you find and fix issues slowing down your web application, designed to help a website’s performance optimization. Why is this tool important? Because the slower your website takes to load, the higher your bounce rate will be. There is a sliding scale from 1 to 100, with 100 being the highest performing website. Studies show that if your page takes more than 3 seconds to load, more than half your prospects are leaving before they even see it, so it’s important to keep track of how fast your site is loading.
Google Marketing Alerts
This tool is very straightforward but can provide a lot of insight into your digital presence. You can set up an alert to notify you every time your firm or your partners are mentioned or appear in the news. This tool can also be used as simple competitor analysis by setting up alerts for whenever your competitors are mentioned or featured. It is an easy way to keep track of all activity online involving a certain company/brand.
As you can see, there are a multitude of Google Marketing Tools that can be used to your advantage as a marketer. The ones mentioned are only a fraction of all that are available, but are the ones that may be most useful if you are just starting to explore this topic. As we learn and continue to understand our customers, it is tools like these that can help you to promote your accounting services, find leads, optimize your content strategy, and raise overall awareness to your brand.
About Jenna Ward
Working as the Marketing Manager for a regional CPA Firm, I work alongside the Chief Growth Officer, the Firm Partners, and Staff. With three locations throughout Western New York, I lead the firm through our day-to-day internal marketing efforts and managing our public relations relationship. I also oversee the proposal process, community sponsorships, social media, firm volunteer efforts and assist with our wellness program.