four ways google tag manager can help your ppc

Admin | 23/05/16

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Increasing efficiency often comes down to finding ways to save time that will impact both you and those with whom you work.


Here are 4 reasons why Google Tag Manager (GTM) is worth taking notice of.


1. Save time and cost

The main HTML tags, which PPC marketers need, are set as default in GTM making it very handy for Google Analytics, AdWords and Trusted Stores.

Also included are tools such as AdRoll, Marin, Adometry and with Custom HTML, with just one piece of code, you can easily add in the tags you commonly like to use such as Facebook Pixels or Twitter conversion tags.


 2. Why do visitors move away from your landing page?

Click heat mapping tools such as Crazy Egg are a default GTM tag so you get it for free.

With GTM’s auto-event tracking, the default JavaScript can record some of the tag manager variables, obviating the need to hard core each one separately.

Most HTML element clicks can be recorded - <div>, <footer>, <table> – according to how your site is coded. You can track how many visitors are clicking your top navigation when they come to your landing pages and find out how many users are trying to expand your images, and review in Google Analytics.

Add Event Label and you can view the activity of visitors landing on your page. This provides an accurate tracking that may be far more efficient than In-Page Analytics.

However, auto-event tracking relies on the code elements you want to track remaining consistent so if code changes for your site are frequent, the above strategy may not work.


3. Lead generation customers

GTM can provide a boost for lead generation clients who want to measure ROI on campaigns but the cost for a CRM system is prohibitive.

Keep a track of which leads come directly from PPC or track the value of form filling on your site by going to Google Analytics. Your clients are likely to be impressed if you’re getting them strong leads, and can demonstrate where they came from.


4. Remarketing campaign

You can use GTM to track the clicks on the email submission of a newsletter campaign as an event in Google Analytics. You effectively create a remarketing campaign; add it to your chosen ad groups and create ads that target the user and their actions, optimising your AdWords campaign.


Google Tag Manager is simple and free and could provide you with a convenient method of targeting your chosen audience and boosting your Analytics information.

Next: maximising efficiency with the google page speed test tool

Previous: measuring performance of B2B brands on social media

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