Following are steps and corresponding documentation for setting up Google tracking links for your website. The specific example that we discussed was to set up tracking links from Clear Channel radio station websites, but this method will work for any inbound links where you can provide the custom tracking link to the source – website, email, or anywhere a link can be displayed.

Google Tracking Link Documentation:

How does campaign tracking work?

How do I track my Links?

Understanding campaign variable: The five dimensions of campaign tracking.

Tool: URL Builder.

Back-end Google Tracking Link Setup:

• Go to the Google Tracking Link URL Builder
• Enter the destination URL – for the radio stations we discussed using the splash page (http://www.yourwebsite.com/welcome.html)
• Fill in the five campaign variables (source, medium, term, content, name)
  • The variable “Campaign Name” will be used to group the traffic data together for reporting. So enter a single name for the traffic that you want to group together. For example: if you would like to group all radio station traffic into a single campaign, use something like “Clear Channel Radio” for all links
  • “Campaign Source” could simply be “Clear Channel”
  • “Campaign Medium” could be used to separate different types of source links. For example: if you will have both text links and a banner ads being displayed on their site, you could provide tracking links specifying “text link” or “banner” as the medium.
  • “Campaign Content” will let you differentiate between two different graphical banner ads that you may rotate on the same site. This will allow you to see if the yellow ad with brown text was more effective than the image of the smiling business people . . . for example.
  • “Campaign Term” is something you may or may not want to use. This refers to which term or “keyword” you’re paying to have the ad display for. Your Clear Channel ads are not keyword or term specified.
• Provide special tracking links to the source (Clear Channel).
  • If you’re going to provide multiple links for multiple banners, it can be helpful to do so in a consolidated spreadsheet, with each ad on a single row, with respective info – i.e. | name | link | graphics | description |. It can also be helpful to use a date in the file name so that updated files are easy to identified.

Google Tracking Link Reporting and Analysis:

• Log into you Google Analytics account
• In the left-hand menu, go to Traffic Sources > Campaigns
• In the main body, all traffic sources will be presented.
  • Those that haven’t been set up under a campaign will be presented as (not set) – for now it represents almost all of your site traffic
  • I had set up a test campaign link under the Campaign Name “test promo”
• If you change the “Dimension:” from the dropdown menu in the header row of the table, you can see the various tracking link variables (source, medium, campaign, keyword (term), and content). Under dimension, you can also separate traffic by city, region (state in U.S.) and more.

If you have any questions about the process, please don’t hesitate to contact me.

Thanks,

Dominic

Dominic Taverniti is the owner of Applied Web Vitals, a web design and development company specializing Dreamweaver templates and the Adobe Contribute CMS. Please feel free to contact us any time to explore your next web design or development project.

Fundamentals
For those just getting up to speed, you’re reading a blog now. The term blog was derived from the term “web log.” The blog as an application or platform has evolved quickly over time, but the primary format continues to be a chronological arrangement of editorial articles. The software applications behind blogs serve as a content management system, allowing users to edit, contribute and customize the front-end or user-end of the blog via a simple web-based administration panel.

Blog Options
Internal blog – If you’re interested in hosting your own blog, the major blog software applications out there are free themselves (We recommend WordPress, the platform being used for this blog). If you aren’t a developer or aren’t comfortable with digging into the server side of things, having a professional set your blog up won’t break the bank either. Blogs are generally quite simple to install – it’s the customization of design and functionality that starts to expand a blog installation project. It is worth noting that specific hosting features and capabilities are required and depend on which blog software application you choose.

External blog – Conversely, going with a free hosted blog option, like Google’s Blogger, is a great way to reach a large audience. These greater communities consisting of thousands of other blogs, giving you instant exposure to highly searched and search engine indexed networks.

Internal & External – Concurrently, running both an internal and external blog will provide the best of all worlds. This broad Internet marketing mix will take advantage of the blogging community exposure as well as improving your own website. Keep in mind though, search engines provide little or no value to syndicated content that appears identically in multiple places on the web. Consider rewriting or even posting unique copy in each of your blog channels.

Benefits of a blog
Blogs offer a number of fantastic benefits to the small business.

1. SEO: When operating a blog on your own website, the volume, relevance and frequency of content gives your site a shot of search engine optimization adrenaline. Search engines will increase the frequency at which they crawl your site for updates as you reciprocate with those updates. As your archive of blog articles—with relevant content—accumulate, so increases the relevance of your site for those keywords and terms that your articles are about.
2. Reputation: Demonstrate your expertise by writing about your industry, market or product. At the same time, this self imposed regimen of copy writing will continually advance your knowledge in the field.
3. Site Accessibility: If your site isn’t already built on a content management system, the built-in CMS functionality of blog software gives you quick and easy access to posting content on your site. Most blogs even come with the ability to post content by email – it doesn’t get any easier than that!

Start Blogging
Take one of the above recommendations and run with it—you’ll be glad that you did. You can’t make up for lost time, so get started!

]]> http://www.appliedwebvitals.com/blog/10/blogging-for-business/feed/ 0 http://www.appliedwebvitals.com/blog/5/internet-marketing-tips/ http://www.appliedwebvitals.com/blog/5/internet-marketing-tips/#comments Fri, 11 Jan 2008 16:24:57 +0000 appliedv http://appliedwebvitals.com/blog/?p=5 I just read a great article, “Top 10 Internet Marketing Tips for 2008,” By Gillian Meier. It was nice to see some of the experimental marketing avenues suggested in writing by a specialist. And it’s a good reminder of how fast the industry is moving. Even the foremost experts acknowledge that there’s no secret formula to internet marketing and that you just need to dig in and find out what works for you. With that in mind, also know that these channels aren’t entirely untrodden and that successful and failed methods of using them are shared regularly—for your benefit.

The top 10 internet marketing tips for 2008 are:

1. Optimize your website’s content
2. Create a content development strategy for your website
3. Invest in a paid search (pay-per-click) campaign
4. Publicize your website through article marketing
5. Develop a social media marketing strategy
6. Create a Company Blog
7. Experiment with video marketing
8. Engage your audiences with web widget marketing
9. Discover the benefits of mobile marketing
10. Create an effective email marketíng strategy

1. Optimize Your Website’s Content:

First and foremost, get your website content right. Make sure it is easily read by both humans and search engines. An essential variable applied by Search Engines in the way in which they rank websites is based on the relevancy of the content that the search engine is indexing.

2. Create a Content Development Strategy for Your Website:

In addition to optimizing the existing content on your website, it is essential that you develop a strategy to continuously grow your website’s content on an ongoing basis. All new content should be written specifically with the web reader in mind and should also be optimized for the search engines.

3. Invest in a Paid Search (Pay-Per-Click) Campaign:

When you pay for traffic (visitors) that click on your advertisements that are being advertised on search engines, this is called pay-per-click or search engine advertising. Paid search allows you to quickly leverage search engine traffic by bidding for keywords that are related to the products or services that you promote and sell on your website. Paid search advertising is particularly beneficial to companies who are not yet well ranked on search engines through natural search.

4. Publicize Your Website Through Article Marketing:

Article marketing is regarded by Internet marketing experts as one of the most effective promotional methods to publicize your website and to grow the number of back links (incoming links) to your website content. To ensure ongoing awareness, articles should be submitted to suitable article directories, content publishers, article announcement lists and content syndication (RSS feeds). Each article should be published on your website first and should include a bookmark button to encourage social bookmarking.

5. Develop a Social Media Marketing Strategy:

Studies show that by the end of 2007 more than 60% of top global companies will have had some form of social media marketing strategy in place. Corporates and small business owners should create a clear social media marketing strategy as part of an integrated communications and marketing strategy. Social Media has become an essential component of online marketíng and search engines are adjusting their rankings to include search personalisation. One of the effects of the social media revolution is an exponential growth in the amount of content online.

6. Create a Company Blog:

In the past, corporates have focused marketing and communications efforts on becoming faceless. This has changed significantly. Where the online consumer has become very much in control, companies will no longer be able to connect with their customers in a meaningful and emotional way without having a personality. More and more companies are starting to realize the significance of establishing a company personality and we are starting to see more Corporate Blogs coming alive. Business Blogging will continue to become more lucrative as more and more people look to new media such as Blogs and social websites for insight.

7. Experiment With Video Marketing:

There is tremendous power and revenue-generating potential in Video Marketing. With the rapid ongoing growth of YouTube’s traffic in addition to the emergence of Internet Television websites, streaming video is dominating the international web and marketers are quickly scrambling to capitalize on this exciting channel. As companies seek to simplify video sharing, video marketing will become more interactive which could have huge implications for Affiliate marketing.

8. Engage Your Audiences With Web Widget Marketing:

Widgets have made significant strides as an accepted marketing technique in recent months. Many new Blog oriented services are launching Widgets providing businesses with the opportunity to quickly introduce their services and new products to audiences.

Web Widgets are small applets that live in HTML and provide miniature versions of a specific piece of content outside of the primary web site. Web Widget Marketing is not only an exciting new marketing technique; it is fast becoming one of the leading brand-building marketing strategies for businesses advertising online.

9. Discover the Benefits of Mobile Media Marketing:

Mobile media marketing has continued to grow at a meteoric pace as many web companies recognize the huge potential in mobile marketing. As new technologies emerge and standard websites are converted to ones that can easily be accessed by mobile devices, companies will need to ensure that their websites are mobile-friendly. This leads the way for new and innovative opportunities to provide the consumer with improved brand and marketing experiences.

10. Create an Effective Email Marketing Strategy:

Introduce an effective Email communications strategy as part of your marketing strategy to grow your existing customer base and to expand your client base significantly through permission marketing and regular targeted communications. Engaging your customers with relevant, targeted information when, where, and how they want it is crucial to marketing success. By combining technological advances with tried-and-tested best practices, the future still looks bright for email marketers.

To conquer commercial combat, a significantly powerful Internet presence, supported by a brilliant E-Marketing Strategy, is paramount to ensuring that you remain competitive, grow revenue and magnetise your customers!