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Concise Digital

Digital Marketing Basics

Digital Marketing Basics

Posted in How to Guides by Concise Digital on November 19, 2020

Venturing into Digital Marketing can be a bit of a daunting task with lots of acronyms, lots of platforms like Google and Facebook and lots of consultants who are ‘out to get you’

The Concise Digital Marketing team have put together a guide.

Google Analytics (GA)

What is Google Analytics?

Google Analytics is a web-based data analytics tool that Google provides and is free to use.  The analytics platform records websites usage data such as visits to your website, including a wide range of website user behaviour and reporting.

Do I need Google Analytics?

If you’re using your website for any business operations it’s critically important to use Google Analytics to track and measure the website performance. Its critically important to understand how visitors are using the website, to eliminate any website inefficiencies and measure your ROI.

How much does Google Analytics cost?

Google Analytics is free to use, although there are implementation and specific tracking set up costs to consider:

  1. Non-ecommerce websites without conversion tracking will take approximately: 1 hour to set up.
  2. Non-ecommerce websites with conversion tracking will take approximately: 2-3 hours to set up.
  3. eCommerce websites with conversion tracking will take approximately: 2-3 hours to set up.

Learn more about: How to give us access to your Google Analytics account

Watch the video below and learn about some of the Top Tips you should know about Google Analytics.

Google Tag Manager (GTM)

What is Google Tag Manager?

Google Tag Manager is a free to use web-based tool that allows you to track certain website user actions of various marketing channels and consolidates all them in one user interface. For example, you can track custom goals and events on your website that are not available in Google Analytics.

Do I need Google Tag Manager?

If you have multiple marketing channels you will need Google Tag Manager to prioritise the tracking of your digital marketing. Google Tag Manager is used to track the user behaviour, not only on your website but also offsite goals and events on social media Google Ads, Facebook Ads and email marketing technologies. Below are several examples:

  1. Track and measure phone clicks from Google Ads, Facebook Ads.
  2. Track and measure video watch durations ranging from 25% – 50% – 100%.
  3. Track and measure specific campaign actions like downloading an eBook.
  4. Track and measure web form submissions.
  5. Track and measure specific offsite links, like a link in an email or social media page.
  6. Any link that is live either on your website or off your website can be tracked and measured.

How much does Google Tag Manager cost?

Google Tag Manager is free to use, although there are implementation and tracking set up costs to consider:

  1. Non-eCommerce websites with Google Tag Manager a small business implementation will take approximately: 1 hour to set up.
  2. Non-eCommerce websites with Google Tag Manager a medium implementation will take approximately: 2-3 hours to set up.
  3. eCommerce websites with Google Tag Manager an advanced implementation will take approximately: 3-4 hours to set up.

Learn more about: How to give us access to your Google Tag Manager account

Google Search Console (GSC)

What is Google Search Console?

Google Search Console is a free service offered by Google that helps you monitor, maintain, and troubleshoot your site’s performance in Google Search results

Do I need Google Search Console?

Yes, Google Search Console is essential if you want to get the best out of your website and particularly important if you plan to do SEO.

How much does Google Search Console cost?

Google Search Console is free to use, and its monitoring service is free, however, implementing its recommendations would have a cost and these vary greatly depending on what the alert is. Our advice is to get GSC setup (approximately1 hour) and then deal with each alert as they come through.

Learn more about: How to give us access to your Google Search Console

Google Ads

What is Google Ads?

Google Ads is an online advertising platform where you can build advertising campaigns that show on a wide range of advertising platforms and search results.

The different types of Ads are:

  1. Search Network Ads
    1. Text Ads on search results pages
    2. Image and text ads on Google Shopping
    3. Text Ads on Google Maps
    4. Call only text Ads
    5. Text Ads on other Google partner websites
  2. Display Ads
    1. Image/video Ads on Google Partner websites
    2. Image/video Ads on Gmail
    3. Image/video Ads on YouTube
    4. Image/video Ads on social networks

Do I need Google Ads?

Many businesses can benefit from Google Ads. If you sell a product or service, Google Ads can be a great way to increase your revenues in a short period of time.

How much do Google Ads cost?

There is no one size fits all for Google Ads costs. There are specific campaign management costs with many different variables to take into account. Google Ads is a Pay Per Click advertising platform and each business will have its own scope of work requirements, in relation to the time needed for a campaign build and monthly management costs.

Learn more about: How to give us access to your Google Ads account

Watch the video below and learn more about how to get the best results from Google Ads.

Google Shopping

What is Google Shopping?

Google Shopping is an advertising service on the Google Search Network. The Ads show on desktop and mobile devices and are image and text ads generated in the Google Ads interface. The data that makes up the ads is pulled directly from eCommerce websites via the Google Merchant Centre

Do I need Google Shopping?

Yes. If you are selling products via an eCommerce website, then the best option for you is to sell your products on Google Shopping

How much does Google Shopping cost?

There is no one size fits all for Google Shopping Ads. There are many different variables to take into account when building your Google Shopping Ads campaigns.

Watch the video below and learn more about how to sell more with Google Shopping.

Google Merchant Centre (GMC)

What is Google Merchant Centre?

The Google Merchant Centre is a free tool that helps you upload your store and products to display on Google Shopping.

If you have an eCommerce website, you will need to submit your data feed to the Google Merchant Centre. The data feed will pull images and specific text from your products data, to make up the ads in the Google Shopping Search Network.

Do I need Google Merchant Centre?

Yes. If you are selling products via an eCommerce website, then you need a Google Merchant Centre account.

How much does Google Merchant Centre Cost?

The Google Merchant Centre is free, although assuming your data feed is correct, there is a setup cost of approximately 1 hour. If your data feed in not in the correct order or the content needs to be updated there could be additional costs depending on the number of products and content updates.

Google My Business (GMB)

What is Google My Business?

Google My Business is a free and easy-to-use tool for businesses that helps organisations manage their online presence across Google, including Search and Maps.

Do I need Google My Business?

Yes, Google My Business is an essential tool for any business and particularly one that has a physical location as well as an online presence.

With your Google My Business account, you can connect with your customers, post updates to your Business Profile, and see how customers are interacting with your business on Google.

  1. Google My Business is the listing that shows up with the Map when you Google your business name.
  2. The reviews you see in Google for your business are connected to your Google My Business account.

How much does Google My Business cost?

Google My Business is currently free to use and setup if you can DIY (do it yourself) – Go to: https://www.google.com.au/business/sign-up/ and follow the prompts.

If, and when you need a hand with setup, then Concise Digital can help. Time really depends on how much work we need to do for you, this could be anywhere from 1 hour to 8 hours depending on the level of detail you require us to complete on your behalf.

Learn more about: How to give us access to your Google My Business account

Watch the video below to learn more about Google My Business and Google Maps.

Apple Maps

What is Apple Maps?

Apple Maps is the same concept as Google Maps and the default map system for Apple operating systems and devices. Apple Maps works the same way as Google Maps and can only be used on Apple devices unless you have a browser like Google Chrome or Windows Edge installed on your Apple Phone.

Do I need Apple Maps?

Apple phones are the most popular smartphones in the world. You need to consider whether your customers are a large group of Apple smartphone users. Many Apple Phone users are also using Google Maps apps on their phones. You can find out what phone devices your customers are using in Google Analytics.

How much does Apple Maps cost?

Apple Maps is a free and easy-to-use tool for businesses and helps organisations manage their online presence.

Apple Maps is currently free to use and setup if you can DIY (do it yourself) – Go to https://www.apple.com/au/maps/ and follow the prompts.

If, and when you need a hand with setup, then Concise Digital can help. Time really depends on how much work we need to do for you, this could be anywhere from 1 hour to 8 hours depending on the level of detail you require us to complete on your behalf.

Bing Ads

What is Bing Ads?

Bing Ads is an online advertising platform, very much the same as Google Ads where you can build advertising campaigns that show on a wide range of advertising platforms and search results. Bing Ads will show on Microsoft owned search engines like Bing and Yahoo and partner sites. Bing Ads also have Bing Shopping Ads similar to Google Shopping that displays Product Listing Ads on Bing, Yahoo and AOL.

Do I need Bing Ads?

Yes, Bing Ads can give you additional reach for people that are searching for your product or services on Bing and Yahoo.

How much does Bing Ads cost?

There is no one size fits all for Bing Ads. There are many different variables to take into account when building your Bing Ads campaigns.

Moz Software as a Service

What is Moz?

MOZ is a software as a service (SAAS) tool that measures your website’s SEO organic ranking performance. Similar to Google Analytics, although the traffic data is based on keyword research which you can use to increase your rankings on search engines. The reports you receive from Moz provides the following:

  1. Rankings, (competitor analysis and where your website is positioned).
  2. Keyword analysis, (what keywords are ranking and in what position).
  3. Optimisation, (what pages are ranking and what the individual page quality score is).
  4. Link metrics, (what backlinks you have and the value they hold to increasing rankings).
  5. Site traffic, (how your website is performing across all major search engines).

Do I need Moz?

Yes. You will need to understand how your keywords and content is performing. For example, if you write page content, place images and use SEO to increase website visibility, you will need Moz to measure the performance of the keywords against your competitors SEO efforts.

How much does Moz cost?

Concise Digital provides Moz at a discounted rate. You normally pay approximately $300 per month AUD (depending on USD exchange rates). Concise has a partner program with Moz and can provide Moz at the low cost of $70 AUD per month.

Learn more about: How to read a MOZ SEO Report.

SEMrush Software as a Service

What is SEMrush?

SEMrush is a software as a service (SAAS) tool used to improve your online visibility for a range of marketing channels. SEMrush has tools for SEO, Keyword research, Content Marketing, PPC (Google Ads or Bing Ads), Social Media Marketing, Competitor Analysis PR, Campaign Management and Marketing Insights.

Do I need SEMrush?

It depends on your commitment! SEMrush has more digital marketing channel analysis and reporting than MOZ. You may only need SEMrush if you are heavily involved in the ongoing SEO, PPC and Social Media inhouse. SEMrush does have a steep learning curve, so you will need to consider whether you have the time commitment available to use this tool effectively.

How much does SEMrush cost?

SEMrush is a monthly subscription with a range of subscription levels. The Basic Plan is approximately $140 AUD per month.

Ahrefs Software as a Service

What is Ahrefs?

Ahrefs is a software used to identify what backlinks your website has. The quality of your website’s backlinks is critically important to the success of your organic ranking in search engines. Ahrefs list your backlinks based whether they are high quality or toxic backlinks that have the potential to damage your website rankings. Below are several things unique to Ahrefs:

  1. Provides keyword research for 10 popular search engines.
  2. Analyse backlink growth or decline history.
  3. Analyse history on search engine page ranking for a keyword query.
  4. Monitor your domains backlinks and backlink text on other websites.
  5. Analyse and monitor the internal backlinks on your website.

Do I need Ahrefs?

Depending on the level of SEO you want to achieve. Ahrefs and SEMrush are similar although Ahrefs has higher quality backlinking analytics. Ahrefs will help you fine-tune your SEO at a granular level by making sure your backlinking is performing as competitively as possible.

How much does Ahrefs cost?

Ahrefs is a monthly subscription with a range of subscription levels. The Lite (starter) Plan is approximately $140 AUD per month.

Facebook For Business Page

What is a Facebook For Business Page?

A Facebook For Business page is a free web page that companies can create on Facebook to expand their online visibility. Similar to a personal Facebook profile, your Facebook For Business page can send and receive messages, post updates, get notifications, likes, and comments. Other Facebook users can share, refer and promote your brand to their friends on Facebook, further promoting the brand.

Do I need Facebook Business Page?

Yes. Facebook For Business is an essential digital marketing channel for reaching out to followers to promote and share your brand and social media footprint. Social Media is growing every year and Facebook For Business is now an important part of the digital marketing mix to reach new customers.

How much does Facebook Business Page cost?

Facebook For Business is free to use, although it may take 1 to 2 hours to set up depending on the amount of content to be uploaded to the page.

Learn more about: How to give us access to your Facebook Business Page

Facebook Live Chat

What is Facebook Live Chat?

Facebook Messenger Live Chat is a widget or popup messaging feature that lets anyone who visits your website, message you instantly. Facebook Messenger Live Chat can be set up with Canned Messages that you program into the widget to respond to your customer’s questions.
To find out more, read our detailed blog page on Facebook Messenger Live Chat.

Do I need Facebook Live Chat?

If you don’t have a live chat already the Facebook Live Chat is a great communication tool for your customers. Bearing in mind that if your customers are not using Facebook Messenger App, they will not be able to experience the full range of features but they can still message you via the chat widget.

How much does Facebook Live Chat cost?

Facebook Messenger Live Chat is free to use. The integration costs are approximately 1 hour.

Facebook Ads

What is Facebook Ads?

Facebook Ads is similar to Google Ads, i.e. its Pay Per Click advertising. Facebook Ads will only appear inside the Facebook platform. Facebook Ads are predominantly targeted towards audiences with specific reach metrics. For example, you can target specific audiences like all your website visitors or create a similar audience to people who visited your website. You can also build custom audiences based on your own research.

Do I need Facebook Ads?

Any business that wants to sell products or services can benefit from Facebook Ads. Using Facebook Ads is similar to Google Display Ads (using images and text). You will need to strategise your Facebook Ads campaigns thoroughly, to maximise your ROI

How much do Facebook Ads cost?

There is no one size fits all for Facebook Ads costs. There are specific campaign management costs with many different variables to take into account. Facebook Ads is a Pay Per Click advertising platform and each business will have its own scope of work requirements, in relation to the time needed for a campaign build and monthly management costs.

Watch the video below to find out more about, how to get better results with Facebook Ads

Facebook Pixel

What is Facebook Pixel?

The Facebook pixel is a piece of code that you place onto your website that allows you to collect and measure website user analytics data, originating from your Facebook advertising. This pixel is best placed using the Google Tag Manager Container to keep all your tracking and tagging data in one place.

Do I need Facebook Pixel?

Yes, if you are advertising on Facebook you will need to analyse and measure your advertising performance to make decisions about your ads, budget and ROI.

How much does Facebook Pixel cost?

Facebook Pixel is free to use although it takes about 1 hour for implementation.

Instagram

What is Instagram?

Instagram is a free mobile app where you can upload images, video and text content. Similar to Facebook, Instagram has app integrations for a shopping cart and can link back to any eCommerce store. Features include, posts likes, gain followers, make comments and share content with friends.

Do I need Instagram?

Yes, if you have a website and you want to build an audience of followers of your brand, Instagram is a great way to generate content your customers want to read and share with friends. You can generate additional traffic and sales with referrer traffic generated from Instagram.

How much does Instagram cost?

Instagram is a free app to download and use. If you would like to integrate an Instagram feed to your website there will be a cost of approximately 1-2 hours.

Instagram Ads

What are Instagram Ads?

Instagram Ads are similar to Facebook Ads. Instagram Ads are predominantly images or video-based ads with minimal space to place text. You can manage your Instagram ads campaigns through your Facebook Business Manager user interface. Instagram Ads will only show to people who are on Instagram, although you can easily duplicate Instagram ads and run the same campaigns on Facebook.

Do I need Instagram Ads?

Any business that is wanting to reach out to an audience to sell products or services can benefit from Instagram Ads. Using Instagram Ads can be similar to Google Display Ads where remarketing and a marketing strategy is important for a successful campaign.

How much do Instagram Ads cost?

There is no one size fits all for Instagram Ads. There are many different variables to take into account when building your campaigns. Instagram Ads is a Pay Per Click Advertising platform and each business will have different campaign costs.

YouTube

What is YouTube?

YouTube is Google’s biggest social media channel and is the 2nd most popular search engine behind Google. YouTube is a video publishing platform that allows you to easily share videos. You can also embed YouTube videos into emails, social media and other websites.

Anyone can create a free YouTube channel for your personal use, or for a business with features to organise your video into categories such as:

  1. Videos: This is where all your videos are placed.
  2. Playlists: Create categories or videos you can share.
  3. Community: Create polls, share images and interact with subscribers.
  4. Channels: Create a list of unique channels for your business.

Do I need YouTube?

Yes, video and social media are a great way to incorporate video content into your digital marketing strategy. YouTube makes it easy to publish and embed videos into your website without the need to use costly hosting data. Any business can use YouTube to engage with customers to increase subscribers. YouTube videos are a great business tool to inform your customer about any products or services in minutes.

How much does YouTube cost?

YouTube is free you use and anyone can create an account and start uploading videos to the platform. If you would like Concise Digital to set up a YouTube account, we will need to understand the scope of the project for accurate cost estimation.

Watch the video below to learn more about how to use Social Media for Business

YouTube Ads

What are YouTube Ads?

YouTube Ads is a Pay Per View, advertising service on the Google Search Network. A YouTube channel will need to be linked to the Google Ads interface, to create ads for YouTube. There are many YouTube Ads options that can drive traffic back to your website.

Do I need YouTube Ads?

Any business can benefit from YouTube video advertising. YouTube has had tremendous growth over the past 5 years. YouTube can reach the right audience at the right time by using the same keyword and audience targeting tools like Google Ads.

How much do YouTube Ads cost?

There is no one size fits all for YouTube Ads. There are many different variables to take into account when building your campaigns. YouTube Ads is a Pay Per View Advertising platform and each business will have different campaign costs.

Twitter

What is Twitter?

Twitter is a free to use social media, microblogging platform that allows you to send messages as a microblog post, of no more than 280 characters. You can add links back to your website, link other images or videos and share as a post or share news or other events to other users timelines.

Do I need Twitter?

Twitter is not as popular in Australia as what it is in the USA. Many businesses can benefit from using Twitter to reach out to your followers with instant messages about your brand or a specific product, service or event.

How much does Twitter cost?

Twitter provides a mobile app that is free to download and use. Twitter also has a web-based desktop version of the app free to use.

Pinterest

What is Pinterest?

Pinterest is a social media platform this is predominantly image-based. Pinterest provides a discovery platform for users to find ideas through images on any topic. For example, you will find many house and home lifestyle inspiration, or hobby and other interest-based topics. Pinterest has a search engine that allows you to see other users images or videos which you can follow and add to your categories.

Do I need Pinterest?

Similar to many other social media platforms, Pinterest can be used to reach out to your customers with eye-catching images and videos that can either be shared with friends, or you can add a link back to your website to generate leads to your business. Pinterest has great sharing features where users can share to Facebook, a persons email address, Snapchat and Twitter. Pinterest is a low-cost digital marketing platform that every business should be using.

How much does Pinterest cost?

Pinterest provides a mobile app that is free to download for your mobile phone. Pinterest also provides a web-based desktop version of the app free to use.

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