YOUNGSTOWN, Ohio — As more businesses turn to digital advertising campaigns for lead generation and e-commerce, leveraging free Google platforms can help optimize those campaigns for success.
In a free webinar hosted by iSynergy and The Business Journal on March 4, viewers will learn about the benefits of analytics and how to use them to design digital ad campaigns that make sense for business goals, says Steve Cross, CEO and creative director of the Canfield-based digital marketing agency.
“In today’s business environment, most if not all business decisions should be guided through data and analytics,” Cross says. “There is so much data available to us and companies need to utilize it more.”
Leading the discussion will be Anthony Cornejo, search engine optimization specialist at iSynergy. Cornejo will discuss what analytics are and how they work, and how business owners can “define, track and optimize your audience for digital success,” by leveraging free platforms: Google Analytics, Google Search Console and Google Tag Manager.
The goal is to give business owners a better grasp on the capabilities of those tools and how to get started using them, Cornejo says. Particularly, Google Search Console and Google Tag Manager are good things to highlight, because most business owners don’t know what they are but “they make it easier for them to track and optimize for their Google Analytics and digital campaigns,” he says.
“I want to show them how to track a top-level goal,” Cornejo says.
For example, Cornejo will guide viewers through the process of tracking a form submission through Tag Manager and how to connect it with Google Analytics. “That’s probably going to be the most common way someone’s going to want to track something,” he says.
It’s important that the average business owner tunes into the webinar because too many “go with what they feel” rather than what will benefit their digital strategy in the long run, he says.
“Sometimes, they don’t see the numbers behind it,” he says. “So, I want to get businesses looking at their data in a more insightful way … and also try to analyze it and try to understand what’s working, what’s not.”
Viewers will learn how to get started with Google Analytics and Tag Manager, how to set up a conversion using those platforms and will have a better understanding of some of their fundamental features, he says. They’ll also have a better understanding of Search Console and its benefits.
Business owners can put that knowledge into practice to generate “more success through their digital campaigns” through optimization, he says, as well as identify business opportunities they may have otherwise missed.
“Let’s say someone is visiting a certain page and they’re abandoning the site immediately,” he says. “Is there a gap the business is missing? It’s about finding ways to look at that data a different way and try to extrapolate insight from what they’re seeing.”
With more area businesses engaging in digital marketing campaigns, this information is useful and timely, he says. And while the information presented in the webinar is a good way to get started, partnering with an agency like iSynergy can help ensure digital campaigns are set up in a way “that makes sense for their business based on their analytics and data,” he says.
“We’re seeing a lot of people coming to us trying to set up digital campaigns because they know it’s something that they need to be doing, but they don’t know quite how to do it,” he says. “
The free webinar is scheduled for 11:30 a.m., March 4. Click here to register. This is the first in a series of quarterly webinars hosted by iSynergy and The Business Journal.
Pictured: Anthony Cornejo, SEO specialist at iSynergy, will lead a free digital marketing webinar March 4 that focuses on analytics and leveraging free Google analytics platforms.
Copyright 2020 The Business Journal, Youngstown, Ohio.
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