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Mastering the Google Suite (analytics and adwords)
The document discusses how to optimize marketing performance using the Google Suite, including AdWords, Google Analytics, Google Optimize, and Tag Manager. It provides examples of how these tools can be used together to personalize customer engagements, maximize return on ad spend, streamline processes, optimize spending, identify high-performing content and calls to action, integrate analytics and optimization, and better understand customer journeys and conversion data. The document is presented by various marketing managers at a company called Mutual of Omaha.
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Mastering the Google Suite (analytics and adwords)
- 2. Mastering the GoogleSuite. Lauren Harris Senior Product Manager Dan Kresha Internet Marketing Manager Amy Franck Digital Media Marketing Manager
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- 4. About Us For morethan a century, Mutual of Omaha has been committed to helping our customers by providing an array of insurance, financial and banking products. #InvocaSummit
- 5. The Role ofthe Google Suite AdWords Optimize Tag Manager Analytics ❖ Personalize customer engagements ❖ Maximize Return on Ad Spend ❖ Streamline processes ❖ Optimize spend #InvocaSummit
- 6. A Comprehensive Viewof our CUSTOMERS in Google Analytics #InvocaSummit
- 7. ✓ Campaign ID ✓Keyword ✓ Google Analytics Client ID 844-867-8126
- 13. Identifying the Calls to Action and Content that RESONATES GoogleOptimize #InvocaSummit
- 14. Analytics Goals canbe used as Objectives in Optimize. Analytics Audiences can be used for targeting in Optimize. View Experiment and Variation performance in Analytics reports. Google OptimizeGoogle Analytics #InvocaSummit Integrate Google Analytics and Google Optimize ...seamlessly
- 17. Optimizing AdWords Spendto Drive REVENUE #InvocaSummit
- 18. #InvocaSummit Metrics Lead Form Submissions Invoca ConversionsCompleted Online Applications Reporting Source Reporting Source Reporting Source
- 19. Call Analysis Duration Keywords / Phrases Time to complete an application over the phone Drop-offs #InvocaSummit
- 20. Improving Customer Experience “Thank you for calling Mutual of Omaha. If you are an existing policy holder and have a question about your policy, or are a provider in need of information, press If you are calling to discuss Medicare supplement options and plans, press #InvocaSummit ”
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- 22. Med Supp BrandNon Brand Total Calls Quality Calls #InvocaSummit Better Decisions About Budget and Keyword Bids
- 23. LOOKING AHEAD Leveraging GoogleAnalytics Audiences to Exclude Existing Customers in Call Extension Ads
- 26. View callconversion data in AdWords 100% match rate for mobile call extensions and landing page calls Understand the types of calls and outcomes Supports Manager Accounts Understand the Conversion JOURNEY
- 27. 27 Consumer sees an AdWordsad and places a call. Invoca tracks the call and analyzes the conversation. Invoca posts the call conversion data to AdWords. How it Works
- 30. TAKE THE 4QUESTION SESSION SURVEY
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