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15 Essential Google Marketing Tools

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Whether you want to promote your business, yourself, your website or a professional blog, you will need Google to help you spread the word. These tools are useful to every business, entrepreneur or freelancer because they help you organise your marketing strategy effectively.

If you want to learn more about digital marketing, this article provides a list of the most useful and popular Google marketing tools you need to improve your skills.

1. Google AdWords

Google AdWords is a popular PPC (it means you pay every time someone clicks your ad) advertising platform that many businesses use to generate more traffic to their site quickly. Advertisers bid for ‘keywords’ related to the products/services they offer to appear in the best spot possible. It’s split into two networks – the Search Network and the Display Network.


The Search Network – places text ads in the search engine results. These ads appear in advertisement boxes at the top, right side or the bottom of the screen in a search.

The Display Network – places display ads on sites across the internet. Unlike the Search Network, the Display follows a more passive form of advertising, according to WordStream. The ads appear as banners in various places on sites, or small boxes promoting a product or service that is related to user preferences. The Display Network is most effective for remarketing when starting out. It uses cookies from sites you have visited to follow you around the internet placing ads about the sites and products they are most likely to be interested in.

How does it work?

It can be expensive but there are ways to reduce your cost. For example, if you make the ad copy and landing pages as relevant as possible to your keywords it will increase your quality score and the cost you pay for clicks will go down. If you need more help, PPCHero tells everything you need to know about setting your AdWords account.

How does it help?

Creating an effective paid search campaign on Google AdWords can help you invest in the right keywords and get found for the right things in search results. For better results, you can customise your search with your location or any other feature that is relevant to your target market.It can be extremely useful if you are not getting enough traction from organic search results.

2. Google Analytics

Google Analytics is a free web analytics tool that produces detailed statistics about the activity on a website. It can be used to help you measure how users interact with your website content and build a defining picture of who your audience is and what their needs are whenever they show an interest in your products.

How does it work?

Google Analytics places first-party cookies on each visitors’ computer and sends this data to your account using JavaScript. The cookies record information such as pages a user has see URLs, IP address, and what a user has done on previous interactions with the website.

How does it help?

It gives you insights into traffic performance showing numbers of people visiting the site, e.g. where they come from – location, where they go, when they get there and how long they stay. Providing more details about your site visitors, their interests and demographics, what technology or device they use can help you come up with a strategy for more effective engagement.

3. Google Trends

Google Trends allows you to compare the popularity of topics. As a useful tool for SEO, it can be used to measure the volume of specific terms across various geographical regions to gain a better understanding about those trends over a specific period of time.

How does it work?

It analyses a portion of searches to calculate the number of searches for the terms entered, relative to the total number of searches on Google. Paying attention to keywords it is used to get an idea of the frequency certain topics come up and to track user behaviour.

How does it help?

Google Trends explores the global reaction to major events in real time. It can measures interest in a particular topic across search from around the globe at a city-level. It also helps you research consumer interests or market needs, and determine the best content to promote your products and services.

4. Google Keyword Planner

Keyword Planner is a tool within AdWords that is useful for building strong keyword lists and getting your campaign up and running. With it, you can research different keywords, phrases or ad group ideas that are relevant to your business, brand or website.

How does it work?

The Keyword Planner allows you to search for keywords using any or all of these three methods: keyword, landing page and product category. Once you find the keywords you need, you can add them to ‘Your Plan’, a temporary storage area that allows you to save and view those keywords or keyword groupings for later. If you want to keep them, you set a keyword bid and daily budget for those keywords. When you decide on how much money you will spend, you can click on the detailed estimates button to generate daily estimates for clicks, impressions, average ad position and costs.

How does it help?

The purpose of this tool is to find keywords to create adverts for AdWords. But it’s is widely used to improve website SEO by finding the best keywords to use in your blog content, website or metadata. It’s very easy to use and lists important data in a simple way based on how many searches each keyword gets per month, search volume,, competition and bid estimates.

5. Google Alerts/Insights

Google Alerts is mainly used by marketers as a content change detection and notification service, and it’s a great addition to your digital marketing strategy. Its purpose is simple but essential if you want to keep track of your followers and what they are saying about your business either through reviews or comments on social media.

How does it work?

You simply go to Google Alerts and enter the keywords you want to receive notifications on and indicate how often you want to get these alerts. The service notifies you through emails or via RSS feeds when it finds new results on web pages, newspaper articles for those topics you have chosen.

How does it help?

It tracks mentions of your brand, your products or your competitors every time the phrase or word appears online. It allows you to manage your business's reputation easily and respond to any enquiries promptly.

6. Google Search Console

Search Console previously known as webmaster tools is the primary mechanism for Google to communicate with webmasters. Its main function is to help you identify issues with your site and warn you if you are likely to be penalised by Google or have already been penalized.It’s all about the metrics – what is getting indexed, what is getting linked, and what’s performing organically.


How does it work?

You will need to join the Webmaster community. Once you sign up for an account you will need to verify that you own the domain. After logging into the dashboard, you can start examining the data for your site regarding queries, impressions, clicks, CTR and average position. The results you get should help you come up with a strategy that brings people to your site for the right keywords.

How does it help?

Search Console is an essential tool if you want to get fully indexed and rank well. It allows webmasters to check indexing status and optimise visibility of their websites by showing their organic performance in the search results. Also, by analysing popular and relevant search terms, it identifies errors that come up when reading your site that are preventing you from getting found. If that happens, it lets you know so that you make the appropriate changes to increase your visibility.

7. Google Drive

Google Drive is a file storage and synchronization service. It helps to improve internal communication with the rest of your team, colleagues or business partners. You can use it as a shared cloud file storage system where everyone can contribute.

How does it work?

Once you install Google Drive on your computer or mobile, your device can sync with it so that you can view your files from any device. It stores any files and folders that you have uploaded using the office suite that allows you to share files with others, edit documents, spreadsheets and presentations.

How does it help?

You can store and share files through Google Docs for Word documents, Google Sheets for Excel spreadsheets, Google Slides for PowerPoint presentations and Google Forms for registration and survey forms. With these, you can create marketing analysis, eBooks or blog post drafts and download them on any mobile device. It gives you 15GB of free cloud storage.

8. Google+ Brand Page

Setting up a Google+ account is an excellent way to promote your business and improving your organic search rank. Despite the fact that it isn’t a particularly popular social media platform when utilised effectively through the use of +1’s and shares on Google+ you can increase exposure online.

How does it work?

Create a brand account and use relevant hashtags when sharing content. Also, don’t forget to connect the page with your website so that you can get more traffic. If you are managing multiple social media accounts you can use a scheduling tool such as Buffer or Hootsuite to post on your Google+ on set times and dates.

How does it help?

Just like any other social media platform, it can help to increase social engagement and bring more traffic to your site. With a Google+ profile you help to spread the word about your business, you share relevant posts that attract your target audience and encouraging them to learn more about you.

9. Google My Business

Google My Business, formerly known as ‘Google Places’, gives you the opportunity to list your business so that potential clients can find you easier and faster in organic search or Maps. Your business can get featured in search results and can get linked to your site. It allows you to create a website that takes information from Google directly to inform visitors about who you are and what you have to offer.

How does it work?

It is easy to use and only takes a few minutes of your time. You just need to make sure that the details you provide regarding your site are correct and up-to-date. If you need to adjust any information, you can edit it easily and this change will be made on your listing in Google and Maps.

How does it help?

With this tool, you can manage how customers view your business. It helps to monitor what people see when they search for your business online and shows that you are an employer that can be trusted and one that offers a reliable service.

10. Google URL Builder

The Google URL Builder can be used with analytics to track links in emails, online ads or any web content in which you use hyperlinks. It allows you to easily add campaign parameters to URLs so that you can track custom campaigns effectively. By adding a special tracking code to your URL, you can tell how users are getting to your site.

How does it work?

The process to create a ‘tagging’ URL is simple. You just enter the link you want to use and then add the three main parameters that you want to track 1) campaign source, 2) campaign medium 3) campaign name as shown in Orbit Media. Then copy the link you just generated and paste it into your email newsletter and repeat the process for all the links you want to track.

How does it help?

You will need the URL Builder to track your campaigns. It helps you find out how users are getting to your site, how many are they, how long they have stayed on your website, how many pages on average they visited while they were there and the bounce rate – the percentage of people who saw just one page and left the site.

11. Google Correlate

Another useful tool you can incorporate in your strategy is Google Correlate. This is an experimental tool on Google Labs that allows you to use the same methodology and data as Trends, but in reverse. It enables you to find queries with a similar pattern to a target data series. The target can be a real-world trend or a query that you enter.

How does it work?

It uses web search activity data to find queries with a similar pattern to a target data series. According to Google, it lets you search in two different ways. The US states option lets you find queries which have similar state-by-state patterns and the time series option lets you find queries that have similar patterns across time.

How does it help?

It allows you to find searches that correlate with real-world data. It offers the possibility to check and compare the search terms you get in relation to their popularity over time and geographical location. You can also search for results that have a similar pattern or activity to the terms you want to test.

12. Google FeedBurner

Google FeedBurner is an add-on service for your blog that tracks people who subscribe to your blog using RSS. The RSS which weans ‘really simple syndication’ is a web technology that lets different programs latch onto your website and grab your content.

How does it work?

FeedBurner takes the regular RSS feed your blog creates, grabs it, gives it a new address and tracks anyone who subscribes to it . Through these feeds, you allow visitors to get regular updates from your blog on their web browsers, RSS readers or email. For more information and advice on how this works, you can visit the FeedBurner Help Center.

How does it help?

If you want to grow your reach, you will need to get your own subscribers and one of the best ways to do that is to create a FeedBurner account that allow your site visitors to subscribe to your website content.

13. Google Calendar

Google Calendar is a time-management and scheduling calendar service that allows you create and edit events. It’s a great tool to use for when you need to organise your day or week, content, and editorial or social content. More specifically, you can use it to keep track of guest posting opportunities, social media chats, work meetings or project deadlines.

How does it work?

It’s easily accessible from any device as long as you have a Google account. Once you launch the platform you can add an event or reminder and get them automatically on your calendar.

How does it help?

As a marketer, you will need to become a time management expert to keep up with the time constraints and Google Calendar is the perfect tool to use for this. Its best feature is sharing it with other users. So if you have scheduled a meeting with the rest of the team, you can share it with all the attendees – using their emails, to remind them for the upcoming event.

14. Google AdSense

AdSense provides a free and simple way to make money online by placing ads on your website. The ads are administrated by Google and include automatic texts, images, video or any other interactive media that is relevant to the site content and audience.

How does it work?

You will need to sign up for an AdSense account and add a pice of the code to your blog or website. You have the option to choose how your ads will look, where they will show up and what kind of ads you will get. Once you manage to raise $100, Google will send you a paper check or make a direct deposit into your bank account.

How does it help?

Using ads on your site, can generate revenue either per-click (how many people click on the ads) or per-impression (the number of page views of pages or posts with ads). To check your site’s progress, you also get performance reports and with AdSense experiments you can compare one of your ad settings against a variation to find out which performs better.

15. YouTube

YouTube was bought by Google’s in 2006 and it can be used as a powerful marketing tool. Recent research from Facebook shows that the online video is the future of content marketing, and up to 65 percent of millennials are ‘binge-watching’ large numbers of video clips in a row without consciously thinking about it.

How does it work?

The process of uploading a video on YouTube is simple. Sign in your Google account, click upload on top of the page and then select the video you want from your computer. You can also create a video slideshow or import a video from Google photos. As the video is uploading you can choose the basic and advanced settings of the video and notify subscribers. Then click ‘Publish’ and ‘Done’ to finish the upload. From there, you can easily share it on another platform or embed it in your blog content.

How does it help?

YouTube has the potential to maximise your on-platform performance, and it’s an essential tool for your marketing strategy. It has excellent adverts and it’s extensively used by companies to increase engagement.

 

If you are a marketer, it’s essential to keep up to date with digital marketing trends, and use the latest tools available from Google. Becoming familiar with these tools should help you improve your knowledge in the field of digital marketing, so that you learn how to advertise your services, products or anything you want in the best way possible.

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