Reflection on Google Analytics Fundamentals and Platform Principles

I'm impressed that I can learn a lot just from a web site. The course of Google Analytics Fundamentals and Platform Principles Has introduced many useful tools to me. The tracking code is the most useful thing to my client I think. In the page of the course, there are videos, texts, and some quiz. They can help me understand the course. As being an international student, I may not catch all the words in the video because of my imperfect English. So I'm so happy to find a text of each video. In the video, the man show me Google analytics by picture and example. So they are quite easy to be remembered. Both Fundamentals and Platform Principles are helpful. Now I know how to put a tracking code into a page to collect data. The video taught me that step by step. I wish I can have more opportunities to have these kind of course.

When I was doing the Final assessment, I did meet some problem. Such as the the question about dimensions. What I understanded was different from the right answer. I read and listened for several times. Finally, I got the right answers. I'm surprised that the questions are not just a test. They can help us to get the right answer and understand the right meanings or content. Although the certification is just a picture, It means a lot to me. The course is interesting. All the videos are long, but I never think they are bored. Colorful picture an vivid example made me focus on the whole course .

BUS572-4

Concept1 Keyword Contextual Targeting

Keyword Contextual Targeting is that your ad, in the right context, using keyword cues. We want it work. So we need the keyword contextual targeting matches our ad with relevant sites based on keywords we chose. For our client-Irma Freeman, they have a lot of thing to do. Because we found that many of their websites don't have the keyword. Maybe they want the website to be unique, so they use different word to describe the activities. Fortunately, we had a good communication. After discussion, our client to put the keyword in most of their sites. But we are still embarrassed with that they don't have a single page for each activity. we can't match our ad to final destination.

Concept2 Remarketing

Remarketing is that generating even more conversions, but at the same CPA. It can bring lost users back to your site. For our client, what they provided is classes or service. So they have a high competition. When customers search the activities on Google. They will open several website and choose the one they like best. Based on the choosing, our client may lose some customers. So remarketing is what they need. I think our client's website is still not good. Since they don't have a single page for each activity. The customer may leave the site, if they can't find what they need. 96% of people visit a website and leave without completing the actions marketers want them to take. The disadvantage of our client's website may even get a higher persentage of losing customers. So remarketing is the really important one.

Skill

In the assignment of this week, we learned a lot from GOMC Digital Marketing Course. I'm so impressed that there are six ways to develop our ad. The six ways are related to each other. So effectively using the six ways of display offering will help us to make a good ad for our client. For the 5th way--keyword contextual targeting, we need a good cooperation between our team and our client. If they can make a single page for each activity and add the keyword to each title, I believe our ad will be more efficient. As we see, some of the six ways is about targeting. So target may be very important for us. That is our job. Target customer and target link we want to show to them are the two key point.

conclusion

This week, the GOMC competition started. Finally we have the chance to test our ad. We learned a lot from this class, such as how to use keyword planner, A/B testing, how to make the group of ad, and the measure to improve our ad. I hope we can create a good ad for our client. But there are still some problem like seasonal activities, poor website, limited fund. That's why we need to choose the best keywords, and link to the correct site. For next class, I hope we can learn how to effectively use the data we got.


Picture reference:

https://www.google.com/partners/#p_content;idtf=kgQAAAAAAACShM;

http://blog.kontera.com/wp-content/uploads/2010/09/fusing-search-and-display-advertising.gif