Google tools
November 09, 2016

Being the monopolist on the market, Google is a real virtual workshop with lots of powerful tools.

Being the monopolist on the market, Google is a real virtual workshop with lots of powerful tools. Many of them may successfully be used in promoting your businesses online, yet still there are many people who do not know much about them. Our concise guide will help you to start with them without getting lost.

As many other corporate tools, most Google products are synchronized with each other. For example, there are two closely interconnected — Google Analytics and Google AdWords. Both of these tools require completely different skills which, fortunately, as far as practice goes, develop and associate with each other. While in the case of Google AdWords it is useful to have creative and persuasive language skills, Analytics, as the name suggests, requires a strong analytical sense.

When you decide to become accessible via Google Maps, it is possibly a good idea to create a page on Google Plus. It works almost the same as Facebook profiles and enables you to get approachable to Google Plus users. Both Google Maps and Google Plus are simple yet efficient SEO techniques.

Undoubtedly, one of the most useful tools in terms of planning and assessing the effects of marketing campaigns is Google Analytics. It allows you to track down who visited your page or blog. You can gather information about your users. It may be essential in setting a target for your campaigns at a later stage. For instance, it shows which of your readers are the most dedicated ones, or what are the main traffic sources. This kind of information may be useful in assessing which marketing channels are the most effective ones.

Google Analytics also distinguishes the most active users. Such knowledge is invaluable in formulating the message - knowing WHAT and TO WHOM you want to speak helps you to do the right decision HOW to say it.

It might also help in pinpointing those which are generating less traffic. In this way, you would be able to disregard ineffectual ads and spend more resources such as time or money on more prolific ones.

Another important feature Google Analytics provides is speed report. If your page loads very slow, you will lose your readers at an exponential rate.

There are two tools closely related to Google Analytics, i.e. Google AdWords and Google AdSense. These two are very similar to one another, but there is one essential difference. AdWords is a service for advertisers, i.e. the companies which want to place ads of their products or services on Google. Those ads can be displayed on Google pages as well as the pages of their partners, in specially designated places for posting banners.

It is worth mentioning at this point that Google Analytics plus AdWords allow you to do even more. With these two tools combined, we get an insight into how effective our activities are. Thus, we are able to react quickly and make changes to the campaign.

AdSense is, in fact, the other side of AdWords. It is a service for publishers, i.e. people who want to get a revenue from the ads being published on their websites or blogs. In you are of legal age, you can apply for the program, and if your site or blog is content-rich enough, you may be approved and participate in it. Google bots will do the rest by looking for keywords on your page and simply placing ads fitting the character of the content you published.


Tips for optimizing your business information

There are several simple things you may do to improve your online marketing on Google services.


First of all, as with many other services provided by different companies, if it is possible, you should use one short and simple description of your business, products, or services. It will help in the search engine optimization, and also it will make your online marketing more coherent. The same rule applies to the imagery used in your profiles.


The more people in your Google+ circles, the greater the opportunity you will get new customers. It may seem obvious, but never neglect your accounts, no matter where they are. Be talkative on your Google page and post some content at least two or three times a week. You should also link all your pages to improve your searchability. It is also a matter of consistency mentioned above.


Provide some pics of your company, brand, or your products. You can post this kind of content on a regular basis. You should also get involved in conversations and share your expertise. Needless to say, you should add your business to Google Maps. You can do it here ( Remember to stay consistent across the Web with such details as address format, e.g. use either full words ('Street', 'Alley', etc.) or their abbreviations ('St', 'Aly'). You will be asked to confirm the existence of your business, be it via traditional mail or electronically. We recommend the latter as it will take much less time.


You need at least five. Of course, the more reviews, the better, as they improve the credibility of your business or brand, but with those five reviews your page becomes visible in search results.


This may seem contradictory with desirable conciseness of your brand description, but it is a false impression. The idea is to fill as many poles in registration forms as possible, even if they are not required. By this means, all the people truly interested in your brand will instantly get in touch with you in the most convenient way.


This is one of the most frequently made mistakes in this programme. The broad match means that your page will be viewed only if users will use keywords similar to those given by you. If you're new to Google AdWords, then never choose this option because in most cases it seriously strains the budget without any tangible benefits. It may in fact end up with your website being visited by completely random people who are not interested in your products. We suggest you rather use exact match and broad match modifier. In both cases, you can expect a significantly better quality score.


Vigilance is recommended not only because the ads can appear on sites unrelated to your industry. Unfortunately, Google Tools are not sufficiently sensitive to the context, which is why there have been cases where ads  were displayed in places that actually deterred customers. Imagine a fast-food chain store advertising even on the pages of campaigns to promote healthy lifestyles or advertising trips to exotic country with reports of disasters that took place there. Obviously, such situations does not serve any party anyway, which is why it is recommended to stay aware and of limited trust for steadily getting better, but still definitely not perfect algorithms of Google. At this point, of course it is very useful to use Google Analytics.


While using the new keyword in the framework of checking their effectiveness, please never spend a lot of resources on it. Do not test too much keywords at once. If you are performing comparative tests, sieve those solutions which bring results from those which do not, because this is why these tests should be carried out. When interpreting the results, do not focus on the rate of clicks. Yes, these are very important results, but they give you only a partial picture and may be misleading. When testing, always test several different ads, and not multiple versions of the same ad, differing only in a few details. Differences should be essential, only then you will understand what actually works and what does not. The next step which will allow you to manage the funds well is the conversion analysis. However, we will present it with one of our next entries.

If you want to start using any of the Google Tools and do not know how to do it, then feel free to write us. We will be happy to answer any questions.


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